Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)

การวิเคราะห์กลยุทธ์: กรณีศึกษาบริษัท ซันสวีท จำกัด (มหาชน)

Year (A.D.)


Document Type

Independent Study

First Advisor

Chalaiporn Amonvatana


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




This individual study investigates and describes the organizational and market factors associated with providing a management framework that has benefited Sunsweet Public Co.,Ltd. to have a disproportional share of the food and agricultural industry's overall profits, providing fuel for further market dominance. The study consists of two different studies: one study examines the market situational analysis offering a broad look at an industry that provides a comprehensive information outline of the industry overall, and it is headed. Whist the other examines the company's performance, competitive analysis, and prospect and examines the other factors associated with the outcome of being a leader in the market. The purpose of this study is to investigate and discuss the related factors associated with determining the critical success of Sunsweet Public Co., Ltd. by utilizing a range of research and analysis methods. Moreover, as a researcher, this paper will conduct studies to find all the key relevant factors that can contribute to their overall performance, be precise, increase sales revenue, and maintain significantly lower costs than competitors within the same industry. The formulation of business strategy could be one of the most challenging tasks for the companies as it involves the analysis of various dimensions both inside and outside the business. To comprehensively understand strategic planning is a crucial matter for businesses as it demands a high level of sympathy about the nature of business and various information before planning the strategies. Strategic planning helps the organization set its moving direction and allocate the business assets and resources to achieve the ultimate goal by maintaining a balance between the demands and supplies. This section of the report will depict the relevancy of the mission, Sunsweet Public Co., Ltd.'s vision statement Limited with its strategic decisions, and the elucidation of significant planning factors. This report will analyze the company's environment and critical strength and weakness that influence Sunsweet Public Co., Ltd.'s strategic design, along with carrying out three levels of strategies including conduct a corporate strategic, business strategic, and functional strategic analysis of Sunsweet Public Co., Ltd., and nevertheless also synthesizing all aspects to provide some recommendations on management framework for the future improvement.

Included in

Economics Commons



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