The SWOT-TOWS analysis as a tool for quality management for an enterprise with PKD 85.59b – extracurricular forms of education

Purpose: The aim of the article is to present the practical application of the SWOT-TOWS analysis in assessing the prospects of starting a business in the field of extracurricular forms of education. Design/methodology/approach: The research includes the identification of factors of the internal and external environment for a company operating on the market for a year in the field of extracurricular forms of education in accordance with the classification of the selected research method and based on observation, calculation of standard and additional links and, based on the resulting strategy, making decisions on quality management. Findings: The analysis of the links between the factors of the internal and external environment indicated that in the case of an enterprise in the education industry, a competitive strategy should be adopted in terms of quality management, which means currently favorable external conditions for this type of activity, the use of which will enable the reduction of weaknesses. The focus should be on a high level of quality at the core of the service - in the learning process. Research limitations/implications: The presented research results may be the basis for further research in the field of quality management in enterprises from the analyzed sector. Practical implications: The presented analysis can be successfully used by entrepreneurs conducting a similar type of business activity and by people analyzing the education market both in terms of business and science. Originality/value: Simultaneous use of the SWOT-TOWS analysis with other analytical tools may allow for effective market analysis by economists and may facilitate quality management for business practitioners. Keywords: market analysis, SWOT-TOWS analysis, quality management. Category of the paper: research paper, case study.