Factors Effecting the Success And Failure Of OTOP Fabric and Clothing of Suwannaphum District, Roi-et Province

Abstract

This study explores the factors effecting the successful and unsuccessful products to seek the approach to develop otop fabric and clothing of suwannaphum district roi-et  province. The data is collected from two target groups including a successful OTOP product from baan ta yuak silk weaving group moo 1 at Tambon Tung Luang, and an unsuccessful otop product from silk weaving group moo 13 at Tambon Tung Luang. The participants is consisted of the group committees, group members, and responsible staffs.The finding indicated that the group can be successful because the committees run as transparent business and acknowledged their personal take responsibilities as well as the members were knowledgeable and skillful in silk weaving. More importantly, the leaders should be sharp-sighted and cooperated with the members in seeking the budget and channels to do marketing and promotion. Modern technology is used to decrease the need of the labor. Practically, the members should be offered with training program and educational trips to gain new useful techniques to improve the quality of the group’s products.  In contrast, the group who are unsuccessful because the committees do understand their personal roles and can not complete the assigned tasks. The group neither looked for budget nor did any marketing and promotion on their products which are made in the same form and none of technology was used to create new more innovations. Thus, the group’s products fails to fulfill the customer’s need. It was appears that the useful approaches to improve the quality otop products are : 1) designing the developmental and marketing plan with effective approach for product development; 2) cooperating with the fellows that exchanges knowledge with the group members; 3) launching the promotions with more channels for marketing in both domestic and international markets; 4) designing the standard product and package; 5) creating different products with unique package; 6) upgrading the quality product to meet the universal standard; and 7) conducting more studies to constantly develop the products.