Operational competitiveness development in turbulent business environment: a case study in Thailand fine gold jewelry export industry

The purpose of this paper is to identify and analyze strategy towards Thailand production service industry. Various tools are applied in the paper, including five force analysis, diamond of nation, and sense and respond method with CFI models.The analysis results show that Thai fine gold jewellery exporter should concern on value added and customer requirement; focus on product development, networking, cooperation between Thai organizers and lobbying; pay more attention to marketing orientation than personal judgment. The benefit of combining five force and diamond of nation model to analyse the strategic condition can be proved in this study.