TOWS Matrix Research Articles

Proposed Marketing Strategy to Increase Sales for Home Bedding Business (Case Study: Beddo Chingu)

The overall consumption of mattresses in Indonesia has experienced a positive growth rate from 2012. The development of digital businesses in Indonesia has also increased, and it is undeniable that competition in the bedding industry is becoming more intense as more offline bedding sellers shift to online. The increasing competition of the bedding industry can be felt by one of home bedding industry brands, namely Beddo Chingu. Beddo Chingu is a home bedding business that mainly offers bed linen and was established in December 2021. Beddo Chingu uses e-commerce and social media to sell the products. There are promotions that have been applied such as advertising in Shopee, flash sales, discount, post content and paid promotion in Twitter. These promotions didn’t last long and Beddo Chingu faced fluctuating sales. This research aims to identify current internal and external conditions of Beddo Chingu, to identify root cause of Beddo Chingu sales issue, and to propose a suitable marketing strategy for Beddo Chingu. This research method uses quantitative and qualitative approaches to create suitable marketing strategies. The analysis tools that will be used in internal analysis are such as STP, Marketing Mix 4P, and VRIO, while for external analysis are PESTEL, Five Forces Model, customer analysis, and competitor analysis. Questionnaires survey with 124 respondents of current customers of Beddo Chingu have been conducted to gain insight from the customer’s point of view regarding the marketing mix. In addition, interviews with customers and potential customers were also conducted to obtain more detailed insights from preliminary surveys. From the analysis that has been conducted by researcher, there will be an internal strength and weakness, and external opportunity and threat result that can be called SWOT. Root causes of Beddo Chingu issue are low frequency of promotion, lack of value delivery in content, limited distribution channels, Lack of pattern design variations, limited product Stock Availability due to the long production process, and limited manpower. Based on the TOWS matrix, suitable marketing strategies classified into the marketing mix 4p will be proposed to increase sales of Beddo Chingu.

Propose New Marketing Strategy for the New Branch of Café Kopi Madi

In 2019, Covid-19 that hit Indonesia greatly affected all segments. The decline in sales and revenue received by the company has made some businesses unable to withstand this pandemic. However, in 2022, Indonesia has begun to be free from the Covid-19 pandemic, little by little. Kopi Madi is a coffee shop that was built in 2020, when the Covid-19 pandemic was still hitting Indonesia. But Kopi Madi has survived until now because of the products offered and requests from customers that continue to increase every year. And in 2023, Madi Coffee has expanded its wings and opened its first branch in the Tebet area, South Jakarta. Seeing the increase in income derived from Kopi Madi, the owners opened branches to expand their market. However, from the sales results for the first and second months, Kopi Madi (Tebet) is very far from being successful. Therefore, this research was also conducted to find out what strategies are suitable for Kopi Madi (Tebet) in increasing its sales. This study aims to investigate effective marketing strategies to increase sales at Kopi Madi (Tebet). In a competitive industry like coffee shops, it is important for business owners to develop and implement the right marketing strategy to attract customers and increase revenue. The analysis used is a qualitative and quantitative analysis of the internal and external data of Kopi Madi (Tebet). And the results obtained from processing the data will be formulated using the SWOT Analysis and TOWS Matrix to find a suitable strategy. And after getting the strategy to be implemented, a plan is needed to implement the strategy at Kopi Madi (Tebet).

Marketing Strategy at Hotel Sentral Cawang, East Jakarta

Purpose: This study aims to analyze the marketing strategy at Hotel Sentra Cawang, East Jakarta and To find out the marketing strategy at Hotel Sentral Cawang East Jakarta. Research methods: This study uses a qualitative approach to determine the SWOT analysis on the strategy marketing at the Central Cawang Hotel, East Jakarta. This tool compiles the company's strategic factors and uses a matrix TOWS or SWOT matrix and internal and external matrices. Results and discussion: From the identification of internal and external strategic factors, it is known that the position and profile of Hotel Sentral Cawang, East Jakarta, has a strong market competitive position in the industry. Hotel Sentral Cawang, East Jakarta, must improve product quality, facilities, service, and distribution. Implication: TO find out the condition of the Central Cawang Hotel strategically based on SWOT analysis. Then, according to the SWOT Matrix, determine a marketing strategy with 7P marketing (Product, Price, Place, Promotion, People, Physical Evidence, Process). This research was tested using SWOT analysis by identifying internal and external factors and then formulated in the Cartesian diagram, Internal and External Matrix, and SWOT Matrix. The position of Hotel Sentral Cawang, East Jakarta, on the results of the Cartesian Diagram Analysis, is in Cell 1, in a growth and development position, which is a substantial market competitive position. In the SWOT Matrix, Hotel Sentral Cawang, East Jakarta, can use four alternative strategies: the So, Wo, ST, and WT strategies. Keywords: SWOT Analysis, SWOT Matrix, Marketing Strategy

Strategi Bertahan Usaha Mikro Kuliner pada Era Pandemic (Covid19) Ditinjau dari Sudut Pandang Ekonomi Syariah

The general objective to be achieved in this research is to find out the strategies used by Micro Business actors in culinary deposits so that they can survive in the midst of the Pandemic from a sharia economic point of view. This research is a qualitative field research. By using primary data and secondary data. The analytical method used is a descriptive approach, namely identifying various problems faced by the culinary sector Micro Enterprises and analyzing them using SWOT/TOWS (IFE, EFE and IE) analysis, TOWS Matrix Analysis, SWOT Weight Tables. then formulate strategies to overcome them. The method of data collection in this study is by observation, interviews and documentation. The sample method uses snowball sampling. The results of the study found that in order to survive the pandemic, Micro-Entrepreneurs in the culinary sector of the city of Bukittinggi. Based on internal and external analysis, it can be found that the main strategy is the ST strategy (Strengts and Threats) with a total score of 5.35. Bukittinggi survives the pandemic era by using the ST strategy, which is to take advantage of strengths to overcome existing threats (Covid19). Meanwhile, from a sharia economic point of view, the overall strategy for implementing sharia economic principles in business is still not optimal for micro-enterprises. 
 Keywords: Covid19, Strategic Management, Marketing, Micro Enterprises, Sharia Economics

Revamping business strategy using Business Model Canvas (BMC), SWOT analysis, and TOWS matrix

Indonesia’s creative industry has grown rapidly. Competition in the creative business becomes fierce, forcing industry players to become more competitive to win customers. This issue requires players to continuously improve their business strategies to keep sustainable. This phenomenon is also faced by XYZ, a gift-wrapping business unit located in Bandung. This study aims to recommend XYZ new strategies to revamp its business using the concepts of the business model canvas (BMC); strengths (S), weaknesses (W), opportunities (O), and threats (T) analysis; and the TOWS matrix. The research method is descriptive qualitative, with interviews as the main technique. The respondents comprise six people from inside and outside the company. The validity of the qualitative data was tested through triangulation of sources, and the member-checking technique was used to confirm the analysis results. The results showed that the existing business strategy has fulfilled 9 BMC blocks. Next findings, eleven new strategies are revealed and four of them are in highest priority to be implemented, i.e.: 1) Following market trends and demands, expanding intended customer target; 2) Improving product quality and services for the focused target; 3) Benefit programs for loyal and new customers; and 4) Adding online channels/ social media and e-commerce enhancing strategic partners. The new strategies are embedded into the new BMC as a new compass for XYZ to sustain its competitive advantage. Additional valuable learning came from the analysis and synthesis steps. To make multiple and complex factors manageable, a stepping scheme is used starting with each BMC block, compiling and regrouping all.

AREA – BASED EDUCATION STRATEGIES FOR PRIMARY SCHOOLS IN NONG KHAI PROVINCE

The movement and educational reform to unlock the various restrictions from Thai government and the concept of providing opportunities for various sectors to participate in educational management, thus resulting in this research with the purposes; 1) to study the needs of area-based education, 2) to construct area-based education strategies and 3) to evaluate the area-based education strategies of primary schools in Nong Khai Province. The mixed-method research design was used in this study consisting of 4 phases: Phase 1: studying the area-based education from the document, textbooks and theories as well as semi-structured interviews with 5 experts, Phase 2: studying the current states, desirable states and needs of area-based education by 159 principals using a questionnaire and prioritizing with PNImodified technique, Phase 3: constructing the area-based education strategies using TOWS Matrix technique and focus group discussion by 9 experts and Phase 4: evaluating the appropriateness, feasibility, utility and accuracy of area-based education strategies by connoissuership13 experts.The results of this research were as follows:1. The current states of area-based education of primary schools in Nong Khai Province were at the high level and the desirable states of area–based education of primary schools were at the highest level. The needs of area-based education of primary schools overall index of demand, is 0.22. The sequences were: 1) collaboration and participation, 2) area desirable learning management, 3) enhancing potential and competency of personal education, 4) producing effective system of evaluation and assessment, 5) decentralization and autonomy in educational management, and 6) information database and educational innovation development.2. The area-based education strategies of primary schools consist of 6 main strategies, 30 sub-main strategies, 95 guidelines and 65 indicators. The main strategies were: 1) enhance collaboration and participation, 2) promote desirable area corresponding with learning management, 3) enhance potential and competency of educational personnel, 4) produce effective system of evaluation and assessment, 5) promote decentralization and autonomy in educational management and 6) develop information database and educational innovation. 3. Strategic evaluation of 6 strategies in 4 aspects: appropriateness, propriety, feasibility, utility and accuracy were at the highest level in all aspects.

Designing a Mixed Model (ANP-SWOT) to Evaluate Practical Scenarios in the Development of Rural Cooperatives in Iran

Rural cooperatives as a small member-owned organizations are the potential to facilitate socio-economic development in rural areas. This study presents a novel hybrid method to develop strategies for development of rural cooperatives. It combines SWOT analysis, TOWS strategic alternatives matrix, and the analytic network process (ANP). SWOT was used to analyze the external and internal environment of rural cooperatives in Iran using the contributions of a team of experts. This team identified 19 SWOT sub-factors. A TOWS matrix was then constructed and the internal and external environmental sub-factors were combined to create good strategic alternatives. The expert team used the TOWS matrix to identify 11 strategic alternatives. ANP was applied to prioritize the strategic alternatives. According to the experts’ team, the presented combined approach helps managers to choose the best alternative strategies considering both internal and environmental factors.

Agrivoltaic: A Strategic Assessment Using SWOT and TOWS Matrix

New strategies and market segments considering integrated approaches have emerged as critical components in the energy transition. Agrivoltaics is one approach that has shown a lot of promise for offering advantages in the food-energy-water nexus. The agrivoltaic system involves the installation of photovoltaic panels above agricultural lands to generate electricity while also allowing for crop production. The paper “SWOT and TOWS Matrix Analysis of Agrivoltaic System” comprehensively analyses the potential strengths, weaknesses, opportunities, and threats (SWOT) associated with implementing an agrivoltaic system. This study utilizes a SWOT analysis framework to identify and evaluate the internal and external factors that could impact the implementation and success of the agrivoltaic system. A TOWS matrix analysis is also conducted to formulate strategic recommendations based on the identified SWOT factors. The analysis results reveal that the agrivoltaic system has numerous strengths, including its potential to generate renewable energy, increase crop yield, and provide economic benefits to farmers. However, the system also faces several weaknesses and threats, such as high initial investment costs, land use conflicts, and potential environmental impacts. Based on the TOWS matrix analysis, this study provides strategic recommendations to maximize the potential of the agrivoltaic system while mitigating its weaknesses and threats. These recommendations include adopting a flexible pricing strategy, researching the system’s environmental impact, promoting collaboration between various stakeholders like government agencies, farmers, and energy service companies. Overall, this study provides valuable insights into the potential of agrivoltaic systems and the factors that should be considered when implementing such a system. The findings can help stakeholders make informed decisions and take appropriate actions to ensure the integration of agrivoltaic systems into agricultural practices.

THE DIGITAL TRANSFORMATION AND ADAPTATION POLICY OF BUFFET RESTAURANT UNDER PANDEMIC SITUATION

The objectives of this study are: 1) to learn the opinions of entrepreneurs regarding the adjustment of buffet restaurant business in Bangkok under the epidemic situation; 2) to suggest a guideline for the adjustment of buffet restaurant business in Bangkok under the epidemic situation. The study used phenomenological research methodology by collecting data with in-depth interviews using semi-structured interviews from key informants of buffet restaurant entrepreneurs to apply with a descriptive analysis. The results showed that most entrepreneurs pay more attention to cleanliness in the on-site restaurants and use social media as an additional channel to help their business grow quickly. Moreover, there are suggestions for adaptation using TOWS Matrix format, including: 1) Strengths and Opportunities strategy (SO) is a proactive marketing in offering products and services via social media; 2) Weaknesses and Opportunities strategy (WO) is using information technology in buffet restaurants and limiting the number of daily customers; 3) Strengths and Threats strategy (ST) is building consumer confidence in the quality and safety of businesses; 4) Weaknesses and Threats strategy (WT) is using online channels to create awareness and transfer to delivery platform.

Business Strategy Proposal for Solar Energy EPC Company

Catur Elang Energi (CEE), as one of the business diversifications of PT. Catur Elang Perkasa was established in 2020 to support Indonesian government to increase the new and renewable energy contribution in Indonesia by providing EPC (Engineering, Procurement, Construction) service for roof top solar power plant. In 2022, revenue generated from their operations is not good enough to achieve the target given by management. This research conducted to know the external and internal factor and propose strategy to improve CEE performance. This study further analyzes how the company runs its business from an external and internal perspective. This study uses external analysis such as PESTEL analysis, Porter’s five forces, and competitor analysis. Moreover, there are also internal analysis such as Segmenting, Targeting Positioning (STP) analysis, Marketing Mix. Then a further analysis was conducted by using a SWOT analysis to determine the strengths, weaknesses, opportunities, and threats of Catur Elang Energi business. Business Model Canvas used to define and communicate Catur Elang Energi business and TOWS Matrix will help Catur Elang’s develop its business and sales. the recommendation given include product development for solar energy related product, promotional campaign, developing agent network, and partnership with financial institution. Strategy implementation in the form of Gantt chart also made based on recommendation that can be implemented by PT. Catur Elang Perkasa.

Proposed Marketing Strategy for Honda WR-V to Improve Brand Awareness and Customers’ Purchase Intention in Central Java and Yogyakarta

Honda WR-V was officially launched in Indonesia in November 2022. This Small SUV car is now being promoted around Indonesia, including Central Java and Yogyakarta area. As a new released car, this car should be promoted routinely by the company who represents Honda for Central Java and Yogyakarta. However, that did not seem to be the case as the company was focused on other unit marketing campaign and only relied on uploading simple social media content as well as displaying the car in dealers’ exhibitions. The company’s marketing team needed to create a well-planned marketing strategy to further improve customers’ brand awareness towards this car and to convince them that this car is superior compared to its competitors in the same segment. Thus, it could eventually lead to increase customers’ purchase intention. This study is conducted to understand customers’ brand awareness and perceptions towards Honda WR-V in Central Java and Yogyakarta, and to understand customers’ complex buying behaviour to purchase a car. Focus group discussions were conducted with 20 respondents to gain insights from their point of views. The proposed strategy was developed from internal and external analysis which was summarized into SWOT analysis and TOWS matrix. These findings then were developed into an integrated marketing communication plan as the final proposed marketing strategy for the company to further improve brand awareness and customers’ purchase intention towards Honda WR-V.

Proposed Business and Marketing Strategy for Recovering Kb Kupu-Kupu and Tk Harapan Bunda after Pandemic

KB Kupu-Kupu and TK Harapan Bunda are early childhood education institutions located in Sepinggan Pratama Complex, Balikpapan, East of Kalimantan. Since the Covid-19 pandemic, they suffer from the declining number of students in the school. This research intended to find the internal and external factors which are affected the performance of KB Kupu-Kupu and TK Harapan Bunda. The internal factors are obtained by analyzing the general environment, industrial environment, and competitor analysis. The resource analysis and value chain analysis were performed to obtain the internal factors. This research employed a qualitative approach. The primary data were collected through observation and interviews. While secondary data are collected through reports, journals, news, brochure, article, website, and social media. The novelty of this research is the utilization of the Holistic Marketing approach, everything matters connected with resources and activities. The SWOT quantification was performed to choose the significant factors of strength, weakness, opportunity, and the threat of KB Kupu-Kupu and TK Harapan Bunda, and to assess the dominant factors which determined the appropriate corporate strategy. The TOWS matrix was performed to formulate the functional strategies. Based on the analysis, the appropriate corporate strategy for KB Kupu-Kupu and TK Harapan Bunda is growth, the proposed business strategy is differentiation, and marketing strategies are proposed through the 4P marketing mix (Product, Price, Promotion, and Place).

Marketing Strategy to Increase Sales for Distributor Liquefied Petroleum Gas Company (Case Study: PT. Lembang Abadi Indah)

Liquefied petroleum gas (LPG) demand has increased every year since the government implemented a policy to convert kerosene to gas. It continues to increase in the last 10 (ten) years. from 2011-2021. Increases in LPG consumption signifies that public demand is getting higher, in industrial, commercial and household sectors. However, PT. Lembang Abadi Indah does not benefit from this situation in which the company’ sales volume continues to decrease. This research aims to identify the factors influencing this situation and develop the marketing strategy to resolve this issue. This research is a qualitative descriptive which data is obtained through in-depth interview and literature review. Furthermore, the results will be mapped with SWOT analysis, TOWS Matrix. To conquer this unfavorable situation, the company needs to focus on customer relationship, product diversification and business process efficiency.

Proposed Marketing Mix Strategy to Improve Brand Awareness of Circum by Mutiara Cikutra Clinic

The clinic growth in Indonesia every year indicates that Indonesia is a potential market for the healthcare industry. However, on the other hand, this also indicates that competition in this business sector continues to escalate. This phenomenon also impacts Circum by Mutiara Cikutra, a circumcision clinic based in Bandung. Competition between circumcision clinics that use either conventional or modern methods and the low public awareness of existing circumcision clinics lead to fluctuation in the number of patients/consumers. This study aims to find an appropriate strategy to improve public awareness of the Circum clinic. External and internal analysis is carried out to understand business problems broadly and deeply. Analysis of the external focus on PESTEL and competitor analysis, while the analysis of the internal focus on STP and marketing mix (7P). In this study, both primary data and secondary data were collected for analysis. Questionnaires were distributed to the target market of Circum by Mutiara Cikutra to obtain data related to the characteristics and preferences of target consumers in considering and choosing a circumcision clinic. After that, the author uses the SWOT analysis to summarize the analysis findings and uses the TOWS matrix to generate the appropriate strategies. The proposed strategies are structured into a new marketing mix strategy which is expected can be a solution to the current business issue at the Circum by Mutiara Cikutra.

Proposed Business Strategy for International Freight Forwarding Company (Case: PT Jahermosa)

PT Jahermosa is an international freight forwarding company established in 2012. This company has experience handling several types of goods with various services and modes of transportation. The services provided include export-import goods delivery using sea, air, and land modes. Due to COVID-19, the company’s sales performance has decreased from 2019 to 2021. However, according to data from the Central Bureau of Statistics, Indonesia’s total exports and imports from 2020 to 2021 have experienced a drastic increase. This gap indicates an increase in the market for goods delivery services to and from Indonesia but did not accompany PT Jahermosa’s ability to absorb the market. Therefore, this study aims to provide strategic business proposals for PT Jahermosa in the freight forwarding industry to improve the company’s sales performance. This research is qualitative research using primary data and secondary data. Primary data was obtained through interviews with several customers and management participants. While secondary data is obtained through company financial reports, websites, journals, and articles. First, an analysis was carried out on the external and internal conditions of PT Jahermosa’s freight forwarding business. External analysis was conducted using the PESTEL Framework, Porter’s Five Forces Model, Customer Analysis, and Competitor Analysis. Meanwhile, internal analysis was carried out using the Resource Based View Model, VRIO Analysis, Porter Value Chain Analysis. After that, the internal and external analysis will be put into the Business Model Canvas. Then, SWOT analysis is used to evaluate the strengths, weaknesses, opportunities, and threats to assess the condition of PT Jahermosa using the data from external and internal analysis. Evaluation of these four factors forms the basis for formulating strategic alternatives using the TOWS Matrix. Finally, root cause analysis is carried out to find the real cause of the problems encountered using Problem Tree Analysis. Based on the results of this research, the strategy is formulated using the Diamond Strategy Model by considering four factors: vehicles, arenas, differentiators, speed, and economic logic. Value proposition canvas is used to support the proposed strategy. The limitation of this research is that financial reports need to be explained in detail to keep company documents secret. In addition, this research only covers PT Jahermosa as a freight forwarding and logistics service company. Further investigation can be made based on this research in the supply chain management, human resource management, and marketing strategy.

The paradox of keeping education afloat during troubled times: a case of Kilkaari-Bachpan Ki

Learning outcomes After completing the case, the students shall be able to do the following:▪ explain the key features and roles associated with non-governmental organizations (NGOs; comprehension);▪ describe major activities/programs run by Kilkaari-Bachpan Ki (knowledge);▪ describe the challenges faced by not-for-profit, non-governmental and voluntary organizations operating at a local level (knowledge);▪ developing TOWS matrix for Kilkaari’s strengths, weaknesses, threats and opportunities to provide strategies for making the necessary change (analysis);▪ explain the change management strategies used by Kilkaari during COVID-19 using Kurt Lewin’s model (analysis); and▪ develop recommendations for the problems faced by Kilkaari (evaluation). Case overview/synopsis As a result of the global COVID-19 pandemic, the entire world was left in shambles. The epidemic has had a profound impact on the way organizations used to function. It compelled all sectors and companies to change their working methods and move closer to virtual conceptions. Organizations that were able to adapt to the new environment have thrived, while the rest have struggled and continue to struggle. In today’s world, embracing virtual scenarios is more about perseverance and consistency than it is about making a conscious decision. Organizations such as NGOs have limited financial and non-financial means to adapt to such changes, and some of them were unable to suffice during the tough times.Despite this, the current case study focuses on the NGOs’ path during the pandemic: Kilkaari-Bachpan Ki. The NGO’s primary objective is to provide underprivileged children with free access to education. The current scenario illustrates how the Kilkaarians (team members of Kilkaari) modified their behavior in response to the crisis. To be used in an organizational behavior course, the case is intended for management students. Kurt Lewin’s model of change, which includes unfreezing, mobility and refreezing, can be understood by students. For this research, the authors use a case-study approach to explore how the organization responded when faced with a crisis. Complexity academic level This case is suitable for undergraduate students learning organizational behavior course, strategic management and also relevant to social work courses (social entrepreneurship/NGOs). Supplementary materials Teaching notes are available for educators only. Subject code CSS 6: Human resource management.

Proposed Marketing Strategy for Schouten.id to Increase Brand Awareness and Purchase Intention

Schouten.id is a local men’s fashion brand that sells basic wear products and was founded in 2017. Schouten currently has five product categories: outerwear, shirts, pants, and hats. Every year, the number of MSMEs in the fashion sector grows, resulting in the emergence of many new competitors; however, some old competitors have also become obstacles. According to Schouten’s sales data from 2020 to 2022, sales have fluctuated. The author conducted preliminary interviews with fifteen random people, only two of whom were familiar with the Schouten brand. With these findings, it is possible to conclude that Schouten’s use of social media and promotional methods is still not optimal, resulting in a lack of brand awareness. According to the fishbone diagram’s description of the problem, the fluctuations that occur in Schouten are also influenced by product and place factors. The purpose of this research is to determine what factors cause sales fluctuations at Schouten, what factors influence purchase intention, and what marketing strategy suggestions are appropriate to increase brand awareness at Schouten. To achieve the research objectives, the authors will conduct external and internal analysis, resulting in TOWS as a solution. PEST analysis, Porter’s Five Forces Analysis, competitor analysis, and customer analysis were used for external analysis. Customer analysis was conducted by distributing questionnaires at random to 200 respondents, including potential customers. SmartPLS 4 is then used to process the data using the PLS-SEM approach. Then, for internal analysis, VRIO analysis, marketing mix, and STP are used. The TOWS matrix produced 11 strategies, and as many as six of them were chosen to formulate new marketing strategy proposals, which Schouten could then implement based on the implementation plans that had been created.

A SWOT – TOWS Analysis for Developing the Strategy of Cage-Based Aquaculture Business in Saiburi, Patani Province

Sustainable aquaculture product is a challenge to any community and to the community will need to implement the appropriate strategy. This paper aimed at proposing the strategies of developing cage-based aquaculture business by performing the SWOT analysis and TOWS matrix. Data were collected from in-depth interviews of 30 cage-based aquaculture farmers, 8 fishmongers and 4 fishery officers in Saiburi, Pattani. The SWOT analysis shows that internal factors including labors, quality of fish, fish volumes, knowledge and skills, adequacy of fish breeds and storage management were the significant strengths while less knowledge on the know-how of fish diseases remedy and new technology adoption were the main weaknesses. In the case of external factors, good location, high demand towards aquaculture products and quality of water at the river were the main opportunity whereas COVID 19 pandemic, fish diseases, and irrelevant government policies were the threats and problems. The result of TOWS analysis proposing the strategy development of cage – based aquaculture business was (i) the farmers should put emphasis on creating fresh fish processing, online marketing skills, and establish group networks. (ii) during COVID 19 fishmongers should focus on using online marketing channels to grab more customers. (iii) the government or relevant authorities should conduct holistic knowledge and skills management with regards to the production processes, giving solutions to the fish diseases and performing affective marketing management which are in line with the farmers and fishmonger’s needs while continuously doing follow up that allows for further assessment.

Proposed Business Strategy for PERUMDA BPR Bank Sumedang to Face Digital Banking Transformation

The existence of the COVID-19 pandemic has created uncertainty, which can threaten a bank’s ability and capacity to achieve its objectives. The development of digital technology during the COVID-19 period brought a shift in the behavior of people who tend to spend a lot of time using cellphones in cyberspace, including accessing all banking products, whether making transactions, saving or borrowing. This condition is a challenge for BPR in Indonesia including Perumda BPR Bank Sumedang to follow the wave of change towards digitalization that is happening in the banking industry. Furthermore, the challenges that are being faced by Bank Sumedang due to the disruption of financial technology is the decline in credit customers every year. The decline was very significant within a period of 4 years, while the biggest profit of Bank Sumedang was obtained from interest on customer loans. The methodology used is descriptive research using primary data (in-depth interviews and surveys) and secondary data via internet resources. This research is descriptive to explore the problems that exist in Sumedang Bank by analyzing the internal and external factors of the company. Furthermore, the tools that will be used in chapter four are SWOT, EFAS, IFAS, SFAS and TOWS Matrix. Based on the result that has been formulated, the author will use WO strategy because it has the highest score by Capitalizing on Opportunities to Reduce Weaknesses.

Proposed Marketing Strategy for Initiation Development and Increase Sales Performance of CV Jonifer Embroidery

Textile activities continue to expand their role along with the times and technology, not only for the purposes of art-culture and clothing needs in a limited environment, but this activity already be used as a source of income. One of the businesses engaged in the field of Textiles and Textile Products is Jonifer Embrodiery Convetion. This company is one of the pioneers in the convection business in Padang and has been operating for 12 years. The problem the company is currently experiencing is a decline in sales from 2021 to 2022. Therefore, this research will focus on finding the main problems related to Jonifer Embroidery’s internal and external conditions to create a marketing strategy using the SWOT Matrix which is then formulated through the TOWS Matrix and produce a new marketing strategy for the Jonifer Embroidery. The proposed marketing strategy consists of cooperating with companies or communities, providing product guarantees to maintain customer trust, optimizing business websites for promotional media, product innovation, marketing using social media, creating customer loyalty programs, making attractive banners, offering several promotions sales, and selecting Key Opinion Leaders (KOL).