SWOT AND TOWS MATRIX ANALYSIS TOWARDS LIFE RAFT SERVICE STATION: A CASE STUDY ON DYZARA SDN BHD

Abstract

Safety of people on sea is one of crucial issue. The life raft is one of the safety equipment that needed to take seriously. The maintenance and service of a life raft is a vital to ensure it can be used when emergency cases occur. The aim of this research is to develop and identify the SWOT and TOWS matrix analysis towards life raft service station on related marine company and to determines the challenges and issues from matrix analysis of SWOT and TOWS. The analysis is focused towards DYZARA SDN BHD life raft service station. SWOT and TOWS matrix analysis considered as a strategic and decisions making tools. The SWOT analysis consists of a factor in Strengths, Weaknesses, Opportunities and Threats which is being understood as SWOT. TOWS matrix analysis will show the relationships of the internal and external factors that involve in SWOT analysis. By using interview as a medium to collect data for this research, the data will be more accurate according to their opinion. By implement the SWOT and TOWS matrix analysis, the company can ensure what is the best decision making to be considered and the best future strategic planning for their life raft service station.