02 Increasing of One Tambon One Product’s Potential in Tourist Industry (Floating Market) of Thailand to ASEAN Economic Community by using Supply Chain Manag

Abstract

This research was a qualitative research. The purpose is to study the situation and
analyze the business potential of One Tambon One Product Tourism industry in Thailand to
guidelines for proper development before the ASEAN community. The population data is One
Tambon One Product’s Entrepreneurs’ that businesses operating in the tourism industry. The
data were collected by literature and documentary review, situation observed and interviews
to collect data for analysis by used of narrative inquiry.
The results showed that the situation of the One Tambon One Product in the Tourism
industry are 1) Entrepreneurs are faced with the situation where the competition is fierce
because the OTOP products sold in the market today are the same goods and similar products,
OTOP entrepreneurs faced with conditions that have to compete against each other. Product
development and cost reduction strategies are using to increase business competitiveness.
2) The competitiveness of OTOP products are found in the entire supply chain management
process for all five processes are interrelated. The planning process, procurement process,
production process, delivery process and returns process all the processes affecting
the viability of the business in terms of value and cost savings, the absolute trust, customer
needs and service quality. 3) Research has shown that an efficient supply chain management
is the potential impact on business operations. Supply chain management is involved with
the business value in every process by bringing the concept of supply chain management
practices to create value in the supply chain the value that been created to be a measuring
the effectiveness of collaboration between supply chain. The result will be effect
the increasing of the business’s potential.