การดำเนินงานของโครงการที่ได้รับการคัดสรรเป็นสุดยอดหนึ่งตำบลหนึ่งผลิตภัณฑ์ไทยประเภทอาหารในจังหวัดเชียงใหม่

Abstract

This research purposes was to study the operation of the 12 One-Tambon-One-Product Projects Selected as the Best Thai OTOP Product Champions in Food Category in Chiang Mai. The data was collected from the interview of 12 entrepreneurs and analyzed under 4 business functions; management, marketing, production and operation, and finance and accounting. It was found from the study that all the twelve OTOP corporations are divided into three groups. There are 7 community corporations, 4 private corporations and 1 small community enterprise. The average operating time of those corporations are 11-20 years with 21-30 employees. In the aspect of management, all the corporations have plans ahead most of which are short-term plans or the plans for customer’s orders. About the organization structure management, though most of the corporations have simple forms of structures, they have determined the job descriptions for each position. When giving orders to all employees, they will do it straight away directly from the owners or the supervisors. The motivation to drive the employees is benefits from stocks, commission and bonus. In the aspect of marketing, the marketing mix the corporations emphasize is products. Most of the corporations have more than one products and every product has seals and its own package. In the aspect of price, the corporations have fixed the prices with the addition of profit. For the distribution channels, most of the corporations do not have their own showrooms. They have other shops display their products and most of the shops are in Thailand. The marketing promotion they use is the public relations through Community Development Department and online, social network and websites. In the aspect of production and operation, the corporations have had the short-term production plans informally without any documents. It is the plan to purchase raw ingredients, major production materials and man labor, which emphasize on the marketing demand. About the ingredients and materials, they are all found in Thailand. All process are quality controlled by the corporations. The quality controlling system starts from selecting ingredients, processing and distributing in concern of environment. About the finance and accounting, the corporations do not have plans for raising capital and even for managing it. There’re 58.3 percent of the corporations getting capital from the stocks of all members of the community corporation. The income is 80,000 to 9,120,000 baht per year. In the aspect of account, the corporation has not had a good system for it. The only currency in the account record is cash. It is roughly done by the chairman of the group or the owner. The problem mostly found in the operation is about the personnel as there are not enough staff. Therefore, they cannot produce as many products as the needs of the market. They, moreover, lack of skills in labors as well as there are a number of staff resigning. About the aspect of marketing, there are competitors who sell the same products and replacing products. In addition, there is a problem in the lack of materials and ingredients in production which causes the major problems in production and operation. Other problems found are the economy and political situation of the nation. This effects the sales and customers’ orders especially the international markets.