Development of Information Technology potential to enhance Marketing Opportunities of OTOP Entrepreneurs in Nakhon Ratchasima

Abstract

The research objectived were 1) to study and analyse business condition of OTOP entrepreneurs in Nakhon Ratchasima province; and 2) to develop information technology ability by using Social Media marketing. The samples were 40 OTOP entrepreneurs in Chokchai district and Huai Thalaeng district, Nakhon Ratchasima province which were selected by purposive sampling method. Participatory action research process was used. The data were collected by using In-Depth interviews and focus groups discussion. Moreover, Social Media marketing training was used to increase information technology ability of OTOP entrepreneurs and followed up and evaluation of how the Social Media marketing affected business operations were also conducted. The result suggested that most of OTOP entrepreneurs used the local raw material and sold in their community. The products were unique and reflected the culture and local wisdom which met both Thai and foreigner consumers need. The main problems consisted of production, use of Information Technology, product design, funding, public relations and marketing. The result of the training of OTOP entrepreneurs on Social Media marketing revealed that the income and new group of customer were increased for most of the OTOP entrepreneurs. The important factors that encouraged entrepreneurs to be succeed in using Social Media marketing were reduction of communication problem, more communication channels and advertising, expandation of the business to customers and reduction of the operating cost. However, the problems were the lack of updating new Information, the lack of technical expertise, the user must respond all the time and the false information. Lessons learned and knowledge gained from this research were that Social Media marketing led to learning society which created the entrepreneurs network,  enhancing the quality of commercial competition in terms of marketing and public relations and also increasing the value and worth of the OTOP products.