The purpose of this paper is to identify and analyze strategy towards Thailand productionservice 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 showthat Thai fine gold jewellery exporter should concern on value added and customer requirement; focus on product development, networking, cooperation between Thai organizers andlobbying; pay more attention to marketing orientation than personal judgment. The benefitof combining five force and diamond of nation model to analyse the strategic condition canbe proved in this study