ABSTRACT:This case study conducted a SWOT analysis and TOWS matrix strategy analysis to evaluate the strengths, weaknesses, opportunities, and threats of PTIDM, an Indonesian IT distributor. The SWOT analysis revealed that PTIDM’s strengths are its high-quality products and personalized services, while its weaknesses include limited human resources and common IT-related knowledge. The study recommends several strategies based on the TOWS matrix, such as leveraging high-quality products and establishing strategic partnerships to access new markets. Furthermore, the study suggests investing in additional human resources and enhancing marketing efforts to address PTIDM’s weaknesses, while leveraging the company’s value proposition and encouraging employees to watch market trends to maximize its strengths and minimize threats. The results of this study can provide valuable insights for small businesses operating in similar industries

KEYWORDS -SWOT analysis, TOWS matrix, small business, IT distributor