This paper provides an in-depth analysis of the processes and issues entailed in entering into overseas market. Specifically, the penetration of Swiss Subsidiary Company into the Thai market will be profoundly discussed and analyzed. A special attention has been given to the strategies of entering the Thai market, where in this case franchising has been identified as the most efficient strategy. The concept of cultural sensitivity in business success in international market has also been reviewed, whereby a strong influence on negations and success of a business has been demonstrated. Businesses with high sense of cultural sensitivity have been identified to demonstrate success. On the other hand, the paper has also provided a clear discussion and analysis on the factors considered in entering a foreign market. In this regard, the aspects of forming strategic alliances and adoption of counter trade in international markets have been reviewed. Lastly, adherences to the national sovereininty and interests of the host country have also been given a special attention.