Analysis of the Marketing Management Strategies of the OTOP in Ifugaotowards a Sustainable OTOP Implementation
Keywords:Assistance Package, Success indicators, Entrepreneur, Impact
The study is focused in analyzing the marketing management strategies of OTOP in Ifugao. Specifically, it sought to determine the effectiveness, the best features and problems encountered by entrepreneurs of OTOP in its assistance package. It also sought to assess the extent to which the assistance package affects the entrepreneurâ€™s economic activities. Descriptive research design was used in this research with structured questionnaire and interviews as primary instruments in gathering data. The result showed that the implementation of the skills development assistance package of OTOP is effective and the financial and technological assistance package is its best features. It also reveals that OTOP entrepreneurs encounter problems in its marketing assistance package especially in the distribution and promotion of OTOP products.Finding also reveals that the OTOP assistance package has a moderate impact in the following entrepreneurâ€™s economic success indicators; agricultural development, entrepreneurial management skills, employment opportunities, economic welfare and technological enhancement.
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