APPLICATION OF TOWS/SWOT ANALYSIS AS AN ELEMENT OF STRATEGIC MANAGEMENT ON THE EXAMPLE OF A MANUFACTURING COMPANY.

Purpose: The analysis of strengths and weaknesses is very important in the strategic management of an enterprise. The article uses TOWS/SWOT analysis in one of the manufacturing companies. Based on the analysis, it was proposed to adopt an aggressive strategy (maxi-maxi). Design/methodology/approach: The aim of the article was to analyze the strengths and weaknesses of an industrial enterprise. As part of the research, a TOWS/SWOT analysis was carried out, based on which the company's strengths and weaknesses were presented. In the next stage, survey research was carried out. Findings: Based on the TOWNS/SWOT analysis, it was found that the most desirable option for the company is to adopt an aggressive strategy (maxi-maxi). Research limitations/implications: The major limitation of the paper is that it is based on one case of an organization. In the future, it will be necessary to conduct studies in more organizations so as to find out if the same result can be achieved. Practical implications: The analysis shows that the basic strengths on which the company's strategic advantage should be built are the leading position on the market of aluminium profiles (51%) and flexible packaging (21%) and the company's constant development. Investing in the development of the company through the development of activities in segments (investments in modern technologies, elimination of costs) and obtaining their shares in the country and on the foreign market. Originality/value: The examined company has not yet conducted a TOWN/SWOT analysis that would indicate what strategy should be implemented to improve company management. [ABSTRACT FROM AUTHOR]