Analysis of Occupational Group Development Guidelines in Community: a Case Study of the Pottery Making and Painting Community Enterprise at Ban Phiphithaphan, Ban Chiang Sub-district, Nong Han District, Udon Thani Province

Abstract

Purpose: 1) To study the development potential and 2) to analyze development approaches for the Pottery Making and Painting Community Enterprise in Ban Phiphitthaphan, Ban Chiang Sub-district, Nong Han District, Udon Thani Province.

Methodology: This study employed qualitative research methodology using purposive sampling to select 20 key informants from members of the colored pottery community enterprise. Data were collected through in-depth interviews, focus group discussions, and participant observation. Triangulation method was used for data verification and analysis, combined with SWOT Analysis and TOWS Matrix techniques to analyze development approaches.

Findings: The key potential of the community enterprise includes strengths in product identity, leadership capabilities, the presence of a learning center with diverse activities, occupational group networks, and opportunities from external support agencies, government policies, and being a World Heritage site and tourist community. Problems identified include limitations in personnel, facilities, knowledge transfer systems, raw materials, resources, and competition from industrial products and online markets. The analysis of occupational group development approaches revealed four dimensions: 1) group management development, 2) economic and marketing development, 3) product and packaging development, and 4) member knowledge and occupational skills development.

Applications of this study: The findings can be used to plan and design activities for occupational group development in short-term, medium-term, and long-term phases, and to plan the development of occupational group networks by local administrative organizations in the area.