ABSTRACT
Thailand, a country which in 2011 ranks as world’s number 1 in canned pineapple exporting to United States, EU, Japan and Russia respectively as the main markets. Together with almost annually round harvesting season and well acknowledged standard and quality allows the Thai exporters to seek for further possibilities within the business by penetrating and developing new market potential while assuring sufficient supplies for the existing markets. Despite of exporting to several mentioned countries, Russia market is one of this research paper’s interests due to its newly advanced economic development, increasing GDP and other socio-economic national statistics. In order to study the potential of entering the new market, Russia, studies as well as analysis regarding canned pineapple and Russia has been taken to formulate a business plan for a SME company. In addition, both primary and secondary data collection methods has been implemented for the data collection while the analysis part includes SWOT, five forces, PEST and Marketing Mix analysis. Nevertheless, due to certain limitations such as price fluctuation from various reasons such as seasoning, exchange rate, inventory level and location of manufacturers, this paper has to emphasize on a general most likely to be market price in the financial plan. As a result from the research, Thailand holds great potential in expanding the market to Russia with further recommendations for the government, private sector and company concluding this research.