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One TambonOne Product
The Strengthening of Grassroots Economy of Thailand
Presented by Dr.Chamnan Wattanasiri
• Community Development Practitioner• Civil Society / People Participation Actor
• Amateur Farmer
Concept & Practice
878 Districts = Amphoe
77 Provinces = Changwad
7,255 Sub-Districts = Tambon
70,787 Villages = Moo Baan
It all started in OITA prefecture.“The Biggest Agriculture Area of
Japan”
OTOP Background
OTOP Background
• 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.
Nature of OTOP Scheme
Nature of OTOP Scheme
Background of OTOP
Before 2001
4 Decades of Production
with
Plus (+) and Minus (-)
Background of OTOP
Before 2001
4 Decades of Production
with
Plus (+) and Minus (-)
Background of OTOPBefore 2001
Background of OTOPBefore 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
Existing local/community occupational groups in every Tambon
Villagers have knowledge and skills Every Tambon has its
local/community products Available government services
(know-how & field workers)our PLUS
Background of OTOPBefore 2001
Background of OTOPBefore 2001
Background of OTOP
Before 2001
Background of OTOP
Before 2001 Over supply of local/community
products Low quality & No identity
(uniqueness) Disintegrate & Overlapping
government services
our MINUS
Background of OTOP
Before 2001
Background of OTOP
Before 2001
Low income debt, poverty Fading and Dying local wisdom Poor & Unattractive rural
/agricultural sector Rural-to-urban Migration Loss of Human Resource
Rural with Undesirable Consequences
our MINUS
Concepts Behind OTOP
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
PlacePlacePeoplePeople
• Identity
Nature
• Diversity
Culture
Roots of OTOPRoots of OTOP
Unique Product Variety
Unique Product Variety• Identity
• Diversity
OTOP Product Characteristics 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
Coconut-shell Lamp
Combination of: Local materials of low or no value
Creative idea of its use/purpose
Creative design
Ceramics + History
Pottery + String Weaving
New Dimension of Pottery
Combination of: Pottery making skills
(local knowledge)
Idea for new purpose (decoration)
Local clay (local knowledge)
New design (Local identity)
Local Herbs
+Local
Knowledge on Traditional
Medicine
Go Internationa
l
5 OTOP Categories5 OTOP Categories
Food (preservation, beverage)
Fabric & Dressing Wear Decoration, Gift, Souvenir Herbal Product (non-medicine)
Drink
OTOP ObjectivesOTOP 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
Three Fundamental
Principles
Three Fundamental
Principles Local, Yet Global
Self-Reliance and Creativity
Human Resource
Development
OTOP ProducersOTOP 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
2. Production Promotion Sub-comm.2. Production Promotion Sub-comm.
3. Marketing Promotion Sub-comm.3. Marketing Promotion Sub-comm.
5. Regional OTOP Sub-committee5. Regional OTOP Sub-committee
1. Administrative Sub-committee1. Administrative Sub-committee
4. Product Quality Development and Standard Sub-comm.
4. Product Quality Development and Standard Sub-comm.
National OTOP CommitteeNational OTOP Committee
• Provincial Sub-committee• Provincial Sub-committee
• District Sub-committee• District Sub-committee
Provincial OTOP Sub- Committee Provincial OTOP Sub- Committee
National OTOP CommitteeNational OTOP Committee
District OTOP Sub-CommitteeDistrict OTOP Sub-Committee
The Administrative Structure of OTOP Scheme
The Administrative Structure of OTOP Scheme
“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.
5. Non-Medicinal Herbs
1. Food
2. Beverage
3. Fabric and Dressing Wear
4. Furnishing, Decorationand Souvenir
5 Categories of OTOP Products
OTOP Focus in 11-Year Road Map
26
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 OTOP Network Promotion
2011 OTOP Value Creation for Creative Economy
OTOP Producer Registration Year 2010
Total 33,228 producers
Categories Quantity
1. Community Based Occupation Group 22,199 groups
2. One-person Owner 10,303 owners
3. SMEs 726 enterprises
OTOP Product Registration Year 2010
1. Food 20,330 products
2. Beverage 3,073 products3. Fabric & Dressing Wear 21,386 products
4. Furnishing, Decoration & Souvenir 31,334 products
5. Non-Medicinal Herb 9,050 products
28
Catagories Quantity
Total 85,173 products
Knowledge-based OTOP
Entrepreneurship
Development
Young OTOP Camp
Overall Operatio
n
OTOP Registrati
on
29
The Activities of OTOPMarket
Promotion
OTOP City Fair
Regional OTOP Fair
OTOP Midyear Fair
OTOP Product
Champion(OPC)
OTOP Village
Champion (OVC)
OTOP Tourism Village
2001 245 million ฿ (8 million $)
2002 16,714 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 $)
30
OTOP Sale Figures (Baht)
2010 68,484 million ฿ (2,283 million $)
2009 63,009 million ฿ (2,100 million $)
2011 70,487 million ฿ (2,349 million $)
Points for Development Consideration
Points for Development Consideration
Domestic Sale = 85.97 %
International Sale = 14.03%
From 2001-2006
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?
•Product Classification System for Standard and
Quality
•The system has Criteria & Indicators.32
OTOP Product Champion (OPC)
5-star
product
4-star
product
3-star
product
2-star
product
1-star
product
OTOP Product Champion (OPC)
OTOP Product Champion (OPC) year 2010
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
Government
University
Private
Sector
OTOP Producer
s
University
Private
Sector
OTOP Producer
s
Sustainability
Stage
Formation
Stage
Knowledge-based OTOP(KBO)
KBO for Sustainability
OTOP KBO
Contest
4-Ps for Community Strengthening
OTOP Village Champion: OVC
P-PeoplePeople participation
P-PlaceCommunity can become a tourist
attraction.
P-ProductExisting prominent OTOP products in a
community.
P-PreservationCommunity can
maintain its local identity.
4 Ps
OTOP Marketing Promotion
OTOP MidyearOTOP CityRegional OTOP Fair
OTOP 2012 Proactive Policy
OTOP Mobile to the Factory/Department Store/Supermarket
OTOP Delivery
OTOP 2 Countries Relations
Excellent knowledge of Thai heritage to the world stage
OTOP Distribution Center (DC)
Young OTOP Exchange Program to ASEAN
International Young OTOP Champion Camp
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
The Success Factors
Maintaining Standard & Quality
Continuing Production for mass order
Entrepreneurship Development Marketing Expansion Competitive Advantage – Brand & Image Knowledge Based Development of Products
(Technology)
41
The Challenges
Packaging Design Entrepreneurship Training Program for
Entrepreneur & Officer
Web Design & Technology
Food science Technology
Needed Support
Q & A
Thank you for your attention