Potential Analysis of Ban Phang Thia Community Enterprise Based on the Department of Agricultural Extension Standards for Readiness toward the Thailand OTOP Product Champion Selection Program

Abstract

The objectives of this research were to: 1) analyze the potential of Ban Phang Thia Community Enterprise based on the standardized criteria of the Department of Agricultural Extension; 2) analyze the problems and obstacles faced by Ban Phang Thia the community enterprise in preparing to enter the OTOP Product Champion project; and 3) propose guidelines for developing the potential of Ban Phang Thia Community Enterprise and other community enterprises with similar contexts, in order to prepare for participation in the OTOP Product Champion project. This study employed a qualitative research methodology, collecting data through in-depth interviews with five key informants who were selected via purposive sampling based on maximum variation criteria. Data were analyzed using content analysis in conjunction with standardized criteria evaluation.

The research findings revealed that the overall potential of Ban Phang Thia Community Enterprise was at a "good" level. The key dimensions serving as significant strengths driving the organization were Member Management and Product or Service Management. Conversely, the structural weaknesses requiring urgent development were Marketing Management and Operational Results. The primary obstacle and constraint was that the production site and products had not yet received standard certifications, specifically from the Good Manufacturing Practice (GMP) criteria and Food and Drug Administration (FDA), which are the core mandatory conditions for entering the 1–5 star OTOP Product Champion selection process. Regarding the guidelines for potential development to align with the project's criteria, the community enterprise should focus on upgrading its production chain to comply with food safety standards. This should be implemented alongside developing knowledge in strategic marketing management through a mentoring system, supported by continuous proactive integrated cooperation with local government agencies. Furthermore, these practical recommendations can be applied to other community enterprises with similar contexts to enhance competitiveness and efficiently prepare for entry into the national selection project in the future.