TOWS Analysis on Recissbar to Increase Its Competitiveness

Abstract

This study aims to analyze Recissbar's internal and external factors in order to define strategies to increase its competitiveness. Recissbar is a small business in Bandung (Indonesia) that sells traditional Indonesian foods that are very popular in the community. After collecting primary data (from an in-depth interview with the owner of the company), an External Factor Analysis Summary (EFAS) and an Internal Factor Analysis Summary (IFAS) were conducted. Once the company's strengths, weaknesses, opportunities, and threats were identified and a scoring system was established to separate the points that required attention, an analysis using a TOWS graph was performed to determine the most appropriate strategy to implement in the company. This study is descriptive in scope. According to the results and the scores assigned to the external and internal factors, an aggressive growth strategy was found to be the most appropriate. Moreover, the total score of the opportunity and threat factors was 2.5, which suggests that Recissbar responds to existing opportunities by avoiding threats in the same market and has the opportunity to continue to innovate. For its part, the total score of the strength and weakness factors was 2.6, which indicates that Recissbar has the strength of having a good reputation and delicious taste. In general, Recissbar could implement a growth-oriented strategy, particularly by promoting products on social media, cooperating with several mini markets, and doing business-to-business online sales.