Abstract The market, which any organization serves, is dynamic in nature. This is mainly attributed to changes in the environment in which the organization is existent. The various environments which affect organizations include: Political, Economic, Social, Technological and Environmental. Constant monitoring and evaluation of these environments should therefore be carried out to track any changes that may occur and undertake appropriate measures. These issues should be addressed with immediate effect as failure to do so may cause dire consequences for the organization. This paper will therefore focus on these issues in one fruit producing company, L&M as well as a functional strategic plan that will steer the organization in the right direction. Introduction L&M is a fruit producing company that has been in business for the last­ 20 years. Overtime, the company has reported robust growth over the last few decades which has mainly been attributed to the rapidly changing consumer lifestyle trends. The current health campaign witnessed all over the country has increased demand in fresh fruit and vegetable products. L&M has gone out of its way to make sure it meets these needs in a bid to satisfy the customer. As a result of this intervention, the organization has been catapulted to higher levels leading to increased profit margins. The industry has also witnessed entry of new businesses aiming to cut a niche in the rapidly growing market. This has prompted the company to review and adjust its plan in order to position it in such a manner that it will continue surviving and thriving in the market. As a result of the new developments, the organization’s strategic plan will ensure that it addresses these challenges appropriately as well as provide a roadmap for the organization for the next five years. Organizational profile The combined produce industry is one that has seen tremendous growth over the last decades as a result of a shift in lifestyle trends with most consumers advocating for fresh fruits and vegetables. L&M is one of the companies that identified this market gap and as a result decided to exploit this opportunity. The next 55 years is nothing but a tell-tale that explains the benefits of proper planning and market research that has seen the organization continue to reap benefits in the form of increased sales revenues. L&M is accredited to producing fresh and wholesome fruits and vegetables as well as maintaining solid relationships with customers and suppliers, rooted in a foundation of respect, passion, leadership and excellence Vision To be a world-class fresh produce provider Mission To enable L&M become a dominant force in the industry while providing quality products and services to customers Core Values   * Integrity- Uphold trust and respect in all engagements   * Product and service excellence- Strive to provide quality products and services to customers or other relevant stakeholder.   * Accountability- Ensure all operations exhibit aspects of fairness and transparency.   * Professionalism- Undertake all operations and activities diligently and professionally. Product offerings L&M provides a wide array of fresh fruit and vegetable produce to our customers. They are grown under hygienic conditions and t monitored