The objective of this special project is to study both external and internal factors including any difficulties of the Fruits and Vegetables Export Company named "Fresh and Green". At the end, the created Strategic Plan should be able to apply to any circumstances. From the studying of external factors, there is dynamic growth in Fruits and Vegetables in Asia and global market due to the increase in demand. This factor also effect to the growth of Thailand Export industry. However, there is high competition in this industry came from the number of competitors. From the studying of internal factors, Fresh and Green Company has the moderate strength of business and also has the efficient operation in the Company’s value chain. The appropriated Strategic Plan for this company is expanding its both customer and kind of product and also considering about other upstream business in upcoming future. In addition, the focus on product differentiation with the quality, safety standard and continuous improvement in its abilities are the most important factors for the Company to get more competitive advantage than others in this Industry.
