Thai Top Rice Trading Co., Ltd, is well known in rice industry for centuries.Its name in the top ten of rice exporter companies can guarantee the quality ofproducts with best practice and good services to customers. Regarding to the existingmarket is quite competitive and no one knows exactly how long this company canendure in particular market. This study has done by conducting researches based onthe existing market in order to analyze the pros and cons ofexisting market and use ofthose to be the basis on entering the new market. Therefore, to accomplish the company objectives, it requires an effective andeffcient of innovative planning to enter the new market or adjust the currentcompanys strategic. To apply those theories and strategies, the company startsobserving the problems in the existing market and developed the strategies to enterthe new market based on theories that was done on this study. Those theories andstrategies are consisting of Porter Diamond, SWOT, Marketing Mix, CompetitiveAdvantage, and so on. The research also examines the effect on those performancesto know the trade-off on each market which consists ofUS market, EU market, andChina market.