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The aim of this paper is to carry out a SWOT-TOWS analysis for a service enterprises the chosen cinema. The SWOT analysis may be useful planning tool of process improvement based on PDCA cycle that is an interative, fourstage approach for continually improving. The article contains precise diagnosis of internal and external environment of the chosen service enterprise and the choice of the most matching strategy that could maximize strength, reduce weaknesses, take advantages of opportunities or minimize threats.

SWOT-TOWS ANALYSIS AS A PLANNING TOOL OF PROCESS IMPROVEMENT BASED ON PDCA CYCLE IN SERVICE ENTERPRISE