Strategy formulation of our company used Hierarchy of strategy which Hierarchy of strategy has 3 strategies to be corporate strategy, business strategy, and functional strategy. The first, corporate strategy will achieve its mission and objectives which overall direction of company and management of its business. Mission of our company is to response customer needs by producing high quality and high technology to help customer choose the consumption of our product is the first. Vision of our company is the first’s grape souvenir shop within 5 years. Objective of our company is to increase sales 10%-20% every year and development our product all time. The second, business strategy is improvement of the competitive position of a corporation’s products or service in the specific industry or market segment served. It can simply be described as a long term business planning that will cover a period of about 3-5 years. Business strategy has 2 types to be competitive strategy and cooperative strategy. So, our company chose cooperative strategy because this strategy affect to gaining competitive advantage within an industry by working with other firms which our company cooperate with grape farm in Kanchanaburi Province (Ban Plai Din Sor Farm) and cooperative strategies have 2 types to be collusion and strategic alliance. We chose strategic alliance because our company has partnership of two or more corporations to achieve strategically significant objectives that are mutually beneficial. And our company cooperate with Ban Plai Din Sor Farm and Tour Company. When customer visit Ban Plai Din Sor Farm, they will promote our products to their customer by brochure of our shop. And our shop also will promote to our customer to visit their grape farm after that we will offer 10% of profit per year. And when we purchase much grapes from their farm which they will give 10% discount. Next, Tour Company when Tour Company suggest or promote to persuade their customers come into our shop, we will give commission 5% of their customer sales with guide. Which affect we access to specific markets and achieve competitive advantage. In alliance has 4 types to be mutual service consortia, joint venture, licensing arrangement and value-Chain partnership. Our company chose joint venture of alliances to be having two or more investor together because our company have 8 investors which helping reduce business risk.