Tiga Co., Ltd. is based in Thailand and was founded by four shareholders in 2007. The company is the creator of ‘Voravan’, a home accessories brand whose first product, ‘Keawkoi’, is a surface decorative product that won an iF design award from Germany. Keawkoi unique feature is an interlocking joint that enables users to connect pieces together and create their own designs and functions, such as wall and floor decorations, partitions, and table runners. Currently, Voravan has two product categories: D.I.Y. (Keawkoi) and Ready-to-Use. Tiga Co. has exported its products to many countries around the world since 2008, and its biggest market is Europe, where it distributes Keawkoi through agents, wholesalers, and retailers (both offline and online). However, since 2010 the sales volume in Europe has unexpectedly decreased dramatically for reasons that are unclear. The exploratory research that investigates the reasons behind this decrease in sales is the subject of this graduation project, which then analyses the findings to propose a suitable strategy for Keawkoi and the Voravan brand. As the business problem was not clearly defined, the project adopted an exploratory research approach—a type of two-phase mixed research design recommended for this scenario (Creswel & Clark 2007). The first phase of research comprised both internal and external analysis—looking at the company, its market, and competitors. This phase produced the preliminary SWOT—an analysis that determines Voravan’s strengths and weaknesses, together with a market and competitor analysis that identifies the opportunities and threats. Information from this first phase helps to identify and purposefully select participants for follow-up, in-depth, qualitative study in the second phase, which consists of customer (intermediaries) and consumer research. Qualitative research using interviews and a focus group was performed to discover customers and consumers’ need and their perception of the products. Results from both phases of research were used to help pinpoint the key problems and form directions for an appropriate product strategy. The findings show that the main issues lie in the limited distribution channel, ineffective cooperation and newness of the products. The product strategy has therefore been developed to deal with these problems and to acquire prospective consumers by providing the product and service in the way that best satisfies their needs. The proposed strategy comprises a business model, giving a holistic view of the strategy including guidelines on the distribution channels, and a marketing mix elaborating the product introduction plan for the Dutch market. The strategy suggests that Voravan should find a new Dutch distributor, which should be an importer or wholesaler since this provides the most benefits to Voravan. Voravan should facilitate their partners’ operation with a visual presentation, brand manual, and point of purchase (POP) to support the sale of their products in department stores (de Bijenkorf) and design stores. The point of purchase display as a Voravan virtual sales person, located on a shelf top, counter or table, so that it is easily accessible. It illustrates the Voravan product concept, which has been formulated from Dutch consumer insights, including their preference to have a variety of products in one package. Accordingly, the purchasing program offers them a self-design package whereby they can select a combination of their own preferred patterns, colors and quantities. Furthermore, the POP is designed to encourage consumers to experience Keawkoi—they can see the actual materials and patterns that are displayed on the panel. Consumers can place their order using the POP purchase program, and via the system, the store assistant will prepare the designs chosen in the inventory room and deliver the package to the counter where the consumer can receive it and make payment. It is suggested that most promotional activities for the Voravan brand are undertaken online, because it is less expensive and Tiga can manage them directly from Thailand, for example, sharing Voravan designs through social media. However, items such as the window display and the bicycle advertisement are best managed by the retailers and distributor.