2007 otop-thailand-mar 25 2013

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2007 otop-thailand-mar 25 2013

  1. 1. One Tambon One Product The Strengthening of Grassroots Economy of Thailand Concept & Practice Presented by Dr.Chamnan Wattanasiri • Community Development Practitioner • Civil Society / People Participation Actor • Amateur Farmer
  2. 2. 77 Provinces = Changwad Districts ,255 Sub-Districts 0,787 Villages Amphoe Tambon Moo Baan
  3. 3. OTOP Background It all started in OITA prefecture. “The Biggest Agriculture Area of Japan”
  4. 4. OTOP Background Prefecture Government Led by OITA Governor Dr. Morihiko Hiramatsu Initiated One Village One Product (OVOP) in early 1980s
  5. 5. Nature of OTOP Scheme • OTOP is a government-led and supported project. • OTOP is an agency-integrated project. • OTOP is carried out to mobilize all available resources from all sectors to generate prosperity for grassroots communities.
  6. 6. Background of OTOP Before 2001 4 Decades of Production with Plus (+) and Minus (-)
  7. 7. Background of OTOP Before 2001 Concerned government agencies extended to reach communities: Development of Local/Community Group/Organization Skill Training on Handicrafts: weaving and making in styles/patterns our PLUS
  8. 8. Background of OTOP Before 2001     Existing local/community occupational groups in every Tambon Villagers have knowledge and skills Every Tambon has its local/community products Available government services (knowhow & field workers) our PLUS
  9. 9. Background of OTOP Before 2001 Over supply of local/community products  Low quality & No identity (uniqueness)  Disintegrate & Overlapping government services  our MINUS
  10. 10. Background of OTOP Before 2001 Rural with Undesirable Consequences  Low income  debt,  poverty  Fading and Dying local wisdom  Poor & Unattractive rural /agricultural sector  Rural-to-urban Migration  Loss of Human Resource our MINUS
  11. 11. Concepts Behind OTOP     Local & cultural products have future / market Every local community already has uniqueness (local wisdom, culture, and tradition) and local identity Every local community has its local product(s) When connected to the market, local producers develop both themselves & their products
  12. 12. Roots of OTOP • Diversity • Identity Unique Product Variety • Diversity • Identity People Place Culture Nature
  13. 13. OTOP Product Characteristics     Reflect local identity (culture, way of life, wisdom, etc.) Use local materials Environmental and social friendly Chosen to represent the community identity
  14. 14. Coconut-shell Lamp Combination of:  Local materials of low or no value  Creative idea of its use/purpose  Creative design
  15. 15. Pottery + String Weaving Ceramics + History
  16. 16. New Dimension of Pottery Combination of:     Pottery making skills (local knowledge) Idea for new purpose (decoration) Local clay (local knowledge) New design (Local identity)
  17. 17. Local Herbs + Local Knowledge on Traditional Medicine Go International
  18. 18. 5 OTOP Categories Food (preservation, beverage)  Fabric & Dressing Wear  Decoration, Gift, Souvenir  Herbal Product (non-medicine)  Drink 
  19. 19. OTOP Objectives      To create employment in local communities To strengthen (revitalize) local communities To promote local wisdom To promote human resource development To promote creativity of local communities
  20. 20. Three Fundamental Principles  Local, Yet Global  Self-Reliance and Creativity  Human Resource Development
  21. 21. OTOP Producers 1. Community members (individuals) 2. Community-based Occupational Groups 3. Community-based SME entrepreneur who produces handmade products with local wisdom, materials, and workers
  22. 22. National OTOP Committee 1. Administrative Sub-committee 2. Production Promotion Sub-comm. 3. Marketing Promotion Sub-comm. 4. Product Quality Development and Standard Sub-comm. 5. Regional OTOP Sub-committee • Provincial Sub-committee • District Sub-committee
  23. 23. The Administrative Structure of OTOP Scheme National OTOP Committee Provincial OTOP Sub- Committee District OTOP Sub-Committee
  24. 24. “Agency Integration”              Office of the Prime Minister Ministry of Finance Ministry of Interior (Community Development Dept.) Ministry of Agriculture and Cooperatives Ministry of Industry Ministry of Commerce Ministry of Public Health Ministry of Foreign Affairs Tourism Authority of Thailand (TAT) Ministry of Education Ministry of Science, Technology and Environment Board of Investment, Etc.
  25. 25. 5 Categories of OTOP Products Food Beverage . Fabric and Dressing Wear 4. Furnishing, Decoration and Souvenir
  26. 26. OTOP Focus in 11-Year Road Map 2001 Ministerial Integration 2002 In search of OTOP 2003 OTOP Product Champion (OTOP) 2004 Standard Campaign 2005 OTOP Marketing Promotion 2006 In Search of Excellent OTOP (PSO & OVC) 2007 Knowledge – Based OTOP 2008 Entrepreneur Promotion 2009 OTOP Tourism Villages 2010 2011 OTOP Network Promotion OTOP Value Creation for Creative Economy
  27. 27. OTOP Producer Registration Year 2010 Categories Quantity 1. Community Based Occupation Group 22,199 groups 2. One-person Owner 10,303 owners 3. SMEs 726 enterprises Total 33,228 producers
  28. 28. OTOP Product Registration Year 2010 Catagories Quantity 20,330 products Food 3,073 products . Beverage 3. Fabric & Dressing Wear 4. Furnishing, Decoration & Souvenir Non-Medicinal Herb Total 21,386 products 31,334 products 9,050 products 85,173 products
  29. 29. The Activities of OTOP Market Promotion Overall Operation OTOP City Fair OTOP Registration Regional OTOP Fair OTOP Product Champion OTOP Midyear Fair (OPC) Entrepreneurship Development OTOP Village Champion (OVC) Knowledge-based OTOP OTOP Tourism Village Young OTOP Camp
  30. 30. OTOP Sale Figures (Baht) 2001 245 million 2002 16,714 million (8 million $) (557 million $) 2003 33,276 million (1,109 million $) 2004 46,362 million 1,545 million $) 2005 55,104 million 1,837 million $) 2006 68,105 million 2,270 million $) 2007 71,460 million 2,382 million $) 2008 77,705 million 2,590 million $) 2009 63,009 million 2,100 million $) 2010 68,484 million 2,283 million $) 2011 70,487 million 2,349 million $)
  31. 31. Points for Development Consideration From 2001-2006 Domestic Sale = 85.97 % International Sale = 14.03%  What does this tell us about development?  What development approach should we take to strengthen rural or grassroots economy?  Or How should we approach to the development of grassroots community?
  32. 32. • Product Classification System for Standard and Quality • The system has Criteria & Indicators.
  33. 33. 5-star product 4-star product 3-star product 2-star product 1-star product
  34. 34. 1-star (below 50) 477 products 2-star (50-69) 2,654 products 3-star (70-79) 2,904 products 4-star (80-89) 3,498 products 5-star (90-100) 1,449 products Total 10,982 products
  35. 35. Knowledge-based OTOP (KBO) OTOP Producers Private Sector OTOP Producers Govern ment University Formatio n Stage University Private Sector Sustainabili ty Stage KBO for Sustainability
  36. 36. OTOP KBO Contest
  37. 37. OTOP Village Champion: OVC P-People P-Place Community can become a tourist People participation attraction. 4 Ps P-Product P-Preservation Existing prominent OTOP products in a community. Community can maintain its local identity. 4-Ps for Community Strengthening
  38. 38. OTOP Marketing Promotion
  39. 39. OTOP Mobile to the Factory/ Department Store/Supermarket OTOP Delivery OTOP 2 Countries Relations OTOP Distribution Center (DC) Excellent knowledge of Thai heritage to the world stage Young OTOP Exchange Program to ASEAN International Young OTOP Champion Camp
  40. 40. Existing social capitals – groups & local wisdom Government’s Commitment - National Agenda Agency Integration – Effectiveness People/ Community Participation Focused Policy on Grassroots Economy Sufficient and Competent Government Field Workers  Knowledge Based Development of Products  OTOP Brand      
  41. 41.  Maintaining Standard & Quality  Continuing Production for mass order  Entrepreneurship Development  Marketing Expansion  Competitive Advantage – Brand & Image  Knowledge Based Development of Products (Technology)
  42. 42. Needed Support  Packaging Design  Entrepreneurship Training Program for Entrepreneur & Officer  Web Design & Technology  Food science Technology
  43. 43. Q&A Thank you for your attention

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