SUCCESS STORY OF ONE TAMBON ONE PRODUCT (OTOP) TO THAI INTERNATIONAL AIRLINE SINCE 2016

  • Vorasun Buranakarn Faculty of Architecture, Chulalongkorn University Bangkok
Keywords: local product, airline, management, business strategy, OTOP

Abstract

In the year 2016, One Tambon One Product (OTOP) was seriously promoted under the prime minister’s policy through the Community Development Department (CDD) and Thai International Airline. The first OTOP Prestige on board magazine was finally launched in April 2016. The “From Local Fly to Sky” was the first gimmick. OTOP entrepreneurs have faced marketing problems from the beginning. After experts evaluated the products, OTOP products’ packaging had to be redesigned and the contribution of their valuable stories had to be told along with creating a local brand. After 3 OTOP Prestige inflight magazines were launched, they could create a 0.5 million US dollar sales volume. OTOP entrepreneurs have learned about the market. Each entrepreneur has gained about 3 times in the volume of his/her sales.

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References

Community Development Department (CDD). (2015). Manufacturer, entrepreneur, and OTOP products facial year data 2015. Retrieved September 19, 2016 from www.cdd.go.th

One Tambon One Product (OTOP). (2016). Department of Community Development. Bangkok: Minister of Interior, Thailand.

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Published
2017-07-31
How to Cite
Buranakarn, V. (2017). SUCCESS STORY OF ONE TAMBON ONE PRODUCT (OTOP) TO THAI INTERNATIONAL AIRLINE SINCE 2016. Social Science Asia, 3(3), 59-64. Retrieved from https://socialscienceasia.nrct.go.th/index.php/SSAsia/article/view/20
Section
Research Article