International Journal of Science, Technology & Management ISSN: 2722-4015 国际科学、技术与管理杂志 ISSN: 2722-4015

Framing TOWS As Marketing Strategy Determiner Of Medical Equipment 将 TOWS 定义为医疗设备营销战略的决定因素

In PT. Tawada Healthcare Jakarta Indonesia 在 PT.印度尼西亚雅加达 Tawada 医疗保健公司
Asari 1 , Erlina Puspitaloka Mahadewi 2* , Ira Marti Ayu 3 , Susi S
Asari1, Erlina Puspitaloka Mahadewi2*, Ira Marti Ayu3, Susi Shorayasari4 horayasari 4
1,2,3,4
Universitas Esa Unggul, Jakarta Indonesia. 1,2,3,4 Universitas Esa Unggul, Jakarta Ind
*
Corresponding Author: onesia. * 通讯作者：
Email: erlina.puspitaloka@esaunggul.ac.id Email: erlina.puspitaloka@esaunggul.ac.id

Abstract. Abstract.
The present study reports the comprehensive framing study around healthcare marketing stategy, 本研究报告围绕医疗保健营销策略进行了全面的框架研究，在全球化时代，包括医疗保健
inside the era of globalization has led to intense competition in various industrial fields, including 行业中的医疗设备在内的各个行业领域都面临着激烈的竞争。PT.Tawada 医疗保健公司成立
the medical equipment in healthcare industry. PT. Tawada Healthcare was founded in 1999 with the 于 1999 年，旨在成为印度尼西亚最综合、最可靠、最以客户为本的医疗保健提供商。 多
aim of becoming the most integrated, reliable and customer-based healthcare provider in Indonesia. 年来，公司在其产品组合中增加了各种不同的品牌和产品，以服务于更广泛的客户群，公司
Over the years the company added a variety of different brands and products to its portfolio to serve 专注于为印尼客户提供最佳的客户体验和最优质的产品。目前，公司代理了 20 个主要的国
a wider customer base, the company focused on providing the best customer experience and offering 际委托方，并拥有一个覆盖全国各省和主要城市的产品营销网络。该公司拥有 13 家分公司
the highest quality products to customers in Indonesia. currently represents 20 major international
，包括位于雅加达的总部。PT.Tawada Healthcare Jakarta 公司 2020 年的骨科植入医疗器械
principals and has a network to market its products throughout the country, covering provinces and
销售额目标为 120,000,000,000 印尼盾，由于大流行病的影响，销售额下降了 41%。造成
major cities. It has 13 branches including its head office in Jakarta. The decline in sales of
PT.Tawada Healthcare 的骨科植入医疗器械销售额下降的原因是同类骨科植入医疗器械公司
orthopedic implant medical devices at PT. Tawada Healthcare Jakarta in 2020 due to the pandemic
impact of 41% of the total sales target of orthopedic implants in 2020 of 120,000,000,000 IDR. The 竞争对手的崛起。covid19大流行病袭击了包括印度尼西亚在内的全世界，导致政府采购骨
cause of the decline in sales of orthopedic implant medical devices at PT. Tawada Healthcare is the 科植入医疗器械的预算减少，因为预算被分配用于处理covid19大流行病，以及covid19大
rise of competitors of similar orthopedic implant medical device companies. The covid19 pandemic 流行病导致用户对骨科植入医疗器械的需求减少。本研究旨在概述作为替代解决方案的 TO
that hit the world, including Indonesia, resulted in a decrease in the budget for the procurement of WS（威胁、机会、弱点和优势）方法，并确定 PT.Tawada Healthcare 在 2021-2022 年的
orthopedic implant medical devices from the government because the budget was allocated for 医疗器械销售策略。
handling the covid19 pandemic and the decreasing demand for orthopedic implant medical devices
from users due to the covid19 pandemic. This study aims to provide an overview of the TOWS
(threat, opportunity, weakness and strength) method approach as an alternative solution and
determine the strategy for selling medical devices at PT. Tawada Healthcare in 2021-2022.
关键词 营销战略、医疗设备、PT.Tawada Healthcare、TOWS 矩阵。
Keywords: Marketing strategy, medical equipment, PT. Tawada Healthcare, and TOWS matrix.

I. INTRODUCTION I. INTRODUCTION
Globalization and the pandemic period have led to intense competition in various industrial fields, 全球化和大流行时期导致各行业领域竞争激烈，医疗行业也不例外。竞争不仅发生在国内同行业之
including the medical industry. Competition does not only occur with fellow domestic industries[1]. The 间[1]。医疗器械市场仍然相当有前景，其发展在印尼，但在营销医疗器械产品时需要特殊的方法和
medical device market is still quite promising, its development is in Indonesia but it requires a special 技巧，这不同于快速消费品（FMCG）等产品的大众营销方式[2]。目标市场的特点和目标市场不同，
approach and tips in marketing medical device products, this is different from the way of mass marketing of 例如，大多数医疗器械产品的目标市场是机构细分市场或企业对企业（B2B）市场。然后，目标客户
products such as fast-moving consumer goods (FMCG)[2].The characteristics and target market are different 的教育水平通常也较高，是医院和实验室的管理人员或医生。医疗器械的营销策略和分销方式并不
from the target market, for example, most medical device products target the institutional segment or the 统一，因为医疗器械本身的类型也多种多样。有以最终用户、机构和医院为目标市场销售的医疗器
械产品，也有直接面向个人用户销售的医疗器械。针对机构和医院（B2B）的医疗器械营销类型需要
business to business (B2B) market. Then, usually the education level of the targeted customers is also higher,
不同的方法和营销策略，尽管他们可以归类为用户。一般来说，在 B2B 业务中，交易过程在很大程
the managers of hospitals and laboratories or the doctors. The marketing strategy and distribution of medical 度上由买方和机构的几个决策者决定，如采购部或财务部或其他名称，其任务是为机构提供医疗设
devices are not uniform, because the types of medical devices themselves are also very diverse. There are 备[3]。
medical device products that are sold with the target market of end users, institutions and hospitals, but there
are also medical devices that are marketed directly to individual users. The price also varies, from only
hundreds of thousands to billions per unit.Marketing types of medical devices targeting institutions and
hospitals (B2B) requires a different approach and marketing strategy, even though they can be categorized as
users. In general, in the case of a B2B business, the transaction process is very much determined by several
decision makers on the part of the buyer and the institution, such as the purchasing or finance department or
whatever the name is whose task is in the field of pro curing medical devices for the institution[3].Marketers
are also required to be able to educate the target market.
Therefore, it is better for marketers to know one step ahead in terms of the development of medical 因此，营销人员最好能先行一步了解医疗技术的发展，以便为用户提供更多最新的解决方案[4]。此
technology, so that they can provide more up-to-date solutions to users[4]. Moreover, marketers must also be 外，营销人员还必须能够从与其他医院竞争的角度解释在使用其提供的最新医疗设备时将会获得的
able to explain the advantages that will be achieved from the side of competition with other hospitals when 优势。此外，他们还必须善于观察，不仅要推销市场上已有需求的产品，还要推销未来前景看好的
using the latest medical devices that they offer.Besides that, they must also be observant by not just 产品。尽管现在还没有需求。这样，营销人员就可以建立
marketing products that already have a demand in the market. But market also products that have good
prospects in the future. Although now there is no demand. In this way, it means that marketers can build

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International Journal of Science, Technology & Management ISSN: 2722-4015 国际科学、技术和管理杂志 ISSN: 2722-4015

new, less competitive markets so that there is no need to lower prices. This concept has recently become 新的、竞争较少的市场，因此没有必要降低价格。这一概念最近在蓝海战略[4]中大行其道。成功营
popular with the blue ocean strategy[4]. The key to success in marketing this medical device product lies in 销这种医疗器械产品的关键在于教育和提供解决方案的能力。无论医院管理者需要多少种医疗器械
the ability to educate and provide solutions. Moreover, the products are quite expensive and the frequency of 来提高服务能力，他们都不一定愿意购买。最主要的原因，尤其不是价格限制太高，比如在营销单
purchase is not as frequent as FMCG products.No matter how many types of medical devices are needed by 价数十亿盾的医疗器械产品时，如关节镜全套设备。因此，营销人员必须能够详细解释购买该工具
hospital managers to improve service capabilities, they don't necessarily want to buy them. The main reason, 的经济比率，包括何时能够实现投资回收期。在这种情况下，营销人员必须能够通过解释计算方法
especially if it is not a price constraint that is too high, for example, when it comes to marketing medical ，确保购买医疗器械必须被视为一项会有回报的投资。例如，通过介绍其他医院使用该工具的经验
，每卢比的投资回报值实际上会更大[5]。
device products that cost billions of rupiah per unit, such as the full Arthroscopy unit. Therefore, marketers
must be able to explain in detail the economic ratios by buying the tool, including the possibility of when the
payback period is achieved. In this case, marketers must be able to ensure that the purchase of medical
devices must be viewed as an investment that will return by explaining the calculations. For example, by
describing the experiences of other hospitals that have used the tool, the value of return per rupiah on
investment is actually greater[5].
So, here educational work is needed, even though, if possible, input on sales tips that lead to 因此，在这方面需要开展教育工作，即使在可能的情况下，也要提供导致解决方案的销售技巧方面
solutions is also provided, so that the return on investment in purchasing the tools offered is quickly realized. 的投入，以便迅速实现购买所提供工具的投资回报。 市场营销是一个社会过程，社会中的个人和群
Marketing is a social process by which individuals and groups in society seek to satisfy needs and get what 体通过创造、供应和自由交换商品和服务来满足需求和获得他们想要的东西[6]。印尼的医疗器械分
they want through the creation, supply, and free exchange of goods and services[6]. Medical device 销商公司已开始使用各种方法进行营销，旨在吸引客户。这样一来，医院的销售量就会增加，医疗
distributor companies in Indonesia have started marketing using various methods aimed at attracting 器械经销商公司的收入也会增加，并给营销人员留下良好形象的印象[7]。因此，每个医疗器械行业
customers. This will result in an increase in the number of sales to hospitals and an increase in the income of 都必须能够制定适当的营销战略，并能够制定计划，以便在当前和未来的竞争中立于不败之地。要
提高同类公司之间的竞争力，就必须制定这种战略。这项业务并不容易，因为医疗器械公司在努力
medical equipment distributor companies and give the impression of a good image for those who do
取得竞争优势时必须有正确的竞争战略，不断变化的时代形势可以创造增加业务的机会，甚至成为
marketing[7]. Therefore, every medical device industry must be able to make an appropriate marketing 医疗器械公司的威胁。同样，covid19 大流行袭击了包括印尼在内的全世界，导致政府采购骨科植入
strategy and be able to make a plan to be able to compete in the present and in the future. This strategy is 医疗器械的预算减少，因为预算被分配用于处理 covid19 大流行和由于 covid19 大流行导致用户对
needed to increase competitiveness among similar companies. This business is not easy because medical 骨科植入医疗器械需求的减少[8]。TOWS 矩阵可用于部署所制定的战略，以便在未来的全球环境中
device companies must have the right competitive strategy in their efforts to achieve competitive advantage, 取得成功[9]。
the changing situation of the times can create opportunities to increase business or even become a threat to
medical device companies. In a similar way, the covid19 pandemic that hit the world, including the country
of Indonesia, resulted in a decrease in the budget for the procurement of orthopedic implant medical devices
from the government because the budget was allocated for handling the covid19 pandemic and the
decreasing demand for orthopedic implant medical devices from users due to the covid19 pandemic[8].One
of the efforts to find out the right strategy for a health equipment company is a TOWS analysis. TOWS
matrix can be used to deploy the strategies developed in order to be successful in the global environment in
the future[9].
The approach of the TOWS analysis is the systematic identification of various factors to formulate a TOWS 分析的方法是系统地识别各种因素，以制定包括医疗设备公司在内的医疗行业的公司战略，
company strategy in the health sector, including medical device companies, starting with recognizing the 首先要认识到外部环境中蕴含的机遇和挑战，了解公司内部的优势和劣势，从而使公司能够有效、
opportunities and treats contained in the external environment and understanding the strengths and 高效地参与竞争和实现目标，如本研究中的 PT.Tawada 医疗保健公司就是一个很好的例子[10]。
weaknesses. on the internal aspects of the company, thus, the company is able to compete and achieve goals
effectively and efficiently such as PT. Tawada Healthcare in this research[10].

II. METHODS II. METHODS

This research method used in this research is a qualitative research method that is in-depth interview 本研究采用的研究方法是定性研究方法，即深入访谈和案例研究方法。作者使用定性研究方法作为
with a case study approach. The author uses qualitative research methods as a basis for writing. The 写作基础。本研究的信息提供者包括：关键信息提供者和辅助信息提供者。定性研究是指在特殊的
informants in this study are: key informants, and support informants. Qualitative research is research that 自然环境下，利用各种自然方法，通过文字和语言形式的描述，从整体上理解研究对象所经历的行
intends to understand phenomena about what is experienced by research subjects such as behavior, 为、感知、动机和行动等现象的研究。因此，这项定性研究用于获取有关 PT.雅加达 Tawada 医疗保
perception, motivation and action holistically and by way of description in the form of words and language 健公司的 TOWS 流程分析[11]。在本研究中，研究人员使用访谈指南对所有信息提供者进行访谈。
in a special natural context by utilizing various natural methods. Thus, this qualitative research was used to
obtain in-depth and detailed information about the analysis of TOWS process at PT. Tawada Healthcare
Jakarta[11]. In this study, researchers used interview guidelines that will be used in conducting interviews
with all informants.
In addition, researchers also used document review guidelines owned by the orthopedic division of PT. 此外，研究人员还使用了雅加达 PT.
Tawada Healthcare in carrying out sales and marketing activities. Furthermore, the researchers also used a Tawada 医疗保健公司骨科部门在开展销售和营销活动时拥有的文件审查指南。此外，研究人员还使
recording device and field notes that functioned to collect the results of interviews as research evidence.The 用了录音设备和现场笔记，以收集访谈结果作为研究证据。
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International Journal of Educational Research & Social Sciences ISSN: 2774-5406 国际教育研究与社会科学杂志 ISSN: 2774-5406

primary data collection method used in this study was observation and interviews. Secondary data is 本研究采用的主要数据收集方法是观察和访谈。二级数据是一级数据的辅助数据，本研究中的二级
supporting data from primary data, secondary data in this study is the result of a document review conducted 数据是研究人员在 PT.Tawada 医疗保健公司矫形科[12]。
by researchers related to the topic of secondary data taken, in the orthopedic division of PT. Tawada
Healthcare[12].

III. RESULT AND DISCUSSION III. 结果与讨论

Research limitations 研究局限性
This research was attempted and carried out in accordance with scientific procedures, however, it 本研究是按照科学程序尝试和开展的，但仍存在局限性。采用访谈法进行研究有其局限性，即受访
still has limitations. There is a limitation of research with the interview method, namely, an answer, from the 者的回答并不能反映实际情况。信息提供者以问题非常敏感为由拒绝记录，从而降低了数据的准确
informant does not show the actual condition. Informants refused to be recorded due to the reason that the 性[13]。数据收集时间有限，因为访谈是在信息提供者的工作时间进行的，这意味着可能会影响访谈
problem was very sensitive, thus reducing the accuracy of the data[13]. Limited data collection time, because 结果。 3.1.
the interview was carried out during the informant's work time, which means that it could affect the results of
the interviews conducted.
3.1. Overview analysis of Internal Environmental Factors (Strength) as a determinant of 内部环境因素（优势）作为 PT.Tawada 医疗保健公司医疗器械营销战略的决定因素。 信息提供者
the marketing strategy of medical devices at PT. Tawada Healthcare. 的陈述： 1.主要信息提供者 1 "公司拥有的资源包括人力、资金、市场。公司拥有的有形资产是办公
Statements from the informans: 室、车辆，公司的优势是分销、技术，公司的专家还拥有一个研发部门。 2.主要信息提供者 2 "公司
1. Key Informants 1 拥有的资源是人力资源（员工）、库存商品和雄厚资本。 公司拥有的有形资产是建筑物、库存商品
“Resources owned by the company include man power, money, market. The tangible assets owned by the 、公司卓越的运营工具，这些都是雄厚的资本，因此公司比较稳定，拥有许多部门或领域，而且公
company are offices, vehicles, and the company's advantages are distribution, technology and the company's 司已经有一个研发部来管理人力资源。 3.支持信息提供者 1 "公司拥有的资源包括资本、人力资源。
公司拥有的有形资产包括建筑物、营运车辆和土地。公司的优势包括销售最优质的产品，提供医院
experts also have an R&D division.
近 50% 的主要需求。公司还有一个相当不错的研发部门"。
2. Key Informants 2
“The resources owned by the company are human resources (employees), stock of goods and strong capital.
Tangible assets owned by the company are buildings, stock of goods, operational vehicles for company
excellence, are strong capital so that it is more stable and has many divisions or fields as well as the company
already has an R&D Division to manage human resources.
3. Supporting Informants 1
“Resources owned by the company include capital, human resources. Tangible assets owned by the company
are buildings, operational vehicles, and land. The company's advantages include selling the best quality
products, providing almost 50% of the main needs of hospitals. The company also has a pretty good R&D
division.”
4. Supporting Informants 2 4.支持信息提供者 2 "公司的资源是拥有可向市场销售的产品，拥有全国性网络，与医院和卫生部有
“The company's resources are having products that can be sold to the market, having a national network, 合作，20 多年来深受市场信赖。 公司拥有的有形资产包括永久性办公楼、仓库、运营车辆、忠诚
having cooperation with hospitals and the Ministry of Health, being the market's trust for more than 20 years. 的员工、遍布印度尼西亚的分支机构。与竞争对手相比，公司的优势在于拥有最大的市场和营业额
The tangible assets owned by the company include permanent office buildings, warehouses, operational ，充分满足市场需求，并拥有管理人力资源的研发设施"。 3.2.
vehicles, loyal employees, branch offices throughout Indonesia. The advantages of the company compared to
competitors are having the largest market and turnover, fully serving market needs and having R&D
facilities to manage its human resources”.
3.2. Overview analysis of Internal Environmental Factors (Weaknesses) of the marketing PT Tawada 医疗器械营销战略的内部环境因素（弱点）概述分析。 1.关键信息提供者 1 "阻碍公司
strategy of medical devices at PT Tawada. 实现目标的因素是最常见的可用性（货物可用性），而需要改进的领域或部门是供应链、财务和矫
1. Key Informants 1 形外科"。 2.关键信息提供者 2 "阻碍公司实现目标的因素是库存有限和人力资源有限"。
"The factors that hinder the company in achieving the target are the most frequent availability (availability of
goods) while the fields or divisions that need to be improved are supply chain, finance and orthopedic".
2. Key Informants 2
"The factors that hinder the company from achieving the target are limited stock and limited human
resources".
3. Supporting Informants 1 3.支持信息提供者 1 "阻碍公司实现目标的因素是存在复杂的官僚机构、家族对公司的干预性质。公
“Factors that hinder the company from achieving its targets are the existence of a complicated bureaucracy, 司目前资源有限，办公地点的战略位置较低，需要改进的领域或部门是物流和交付"。
the nature of family intervention in the company. The company currently has limited resources, the office
location is in a less strategic location, the field or division that needs to be improved is logistics and
delivery”.
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4. Supporting Informants 2 4.支持信息提供者 2 "阻碍公司实现其目标的因素有：中央政府不断变化的政策、货物/产 品的延误

"Factors that hinder the company in achieving its targets are the changing policies of the central government, 、大部分产品在印尼境外生产、不销售本地产品、市场价格竞争、CS 和销售 团队需要改进的地方以
delays in goods/products, most of the products are produced outside Indonesia, do not sell local products, 及缺乏新产品"。 3.3.
market price competition, areas that need to be improved in the CS and sales team and lack of new
products”.
3.3. Overview Analysis of External Environmental Factors (Threats) as a determinant of 外部环境因素（威胁）对 PT.Tawada Healthcare 公司医疗器械营销战略的外部环境因素（威胁）分
the marketing strategy of medical devices at PT. Tawada Healthcare. 析概述。
The results of interviews conducted show that the threats that PT. Tawada Healthcare poses include 访谈结果显示，PT.Tawada Healthcare 面临的威胁包括来自其他公司同类产品的竞争、本地公司同
competition from other companies with similar products, local companies with similar products at low 类产品的低价竞争、新竞争对手的出现以及政府优先考虑电子目录中本地产品的政策。对变量的讨
prices, the emergence of new competitors and government policies that prioritize local products that are 论显示了 PT.Tawada Healthcare 公司所面临的威胁包括来自其他公司同类产品的竞争、本地公司同
included in the e-catalogue.Threat is something that is very likely to happen to the company's operations and 类产品的低价竞争、新竞争对手的出现以及政府优先考虑电子目录中本地产品的政策。在制定带有
has the potential to cause harm to the company. The discussion on the variables shows the threats owned by 威胁变量的营销战略时，建议采用 WT 战略，该战略以防御活动为基础，试图最大限度地减少现有
PT. Tawada Healthcare including competition from other companies with similar products, local companies 弱点并避免威胁[14]。通过以有竞争力的价格提供本地产品，从而进入电子目录，并与卫生部合作采
购医疗器械[15]。其中包括 1.注重质量和价格，创造更多种类的医疗器械产品。 2.提高对所有客户
with similar products at low prices, the emergence of new competitors and government policies that
的服务质量。 3.4.
prioritize local products that are included in the e-catalogue. This prevents the company from being able to
compete and achieve its targets.Suggestions for making a marketing strategy with a threat variable is the WT
Strategy, this strategy is based on defensive activities and tries to minimize existing weaknesses and avoid
threats[14]. By providing local products at competitive prices so that they can enter the e-catalogue and can
cooperate with the Ministry of Health for the procurement of medical devices[15]. Among them:
1. Creating more varied medical device products by paying attention to quality and price.
2. Improve the quality of service to all customers.
3.4. Overview analysis of the External Environmental Factors (Opportunities) as a 外部环境因素（机遇）对 PT.Tawada 医疗保健公司营销战略的决定因素。
determinant of the marketing strategy medical devices at PT. Tawada Healthcare.
The results of interviews conducted, show the opportunities that PT. Tawada Healthcare has, 访谈结果显示，PT.Tawada Healthcare 拥有的机遇包括广阔的市场，换句话说，许多医院的需求不
including a wide market, in other words, increasing demand in many hospitals, many consumers are satisfied 断增加，许多消费者对公司提供的产品和服务感到满意，不受大流行病影响的市场增长以及政府政
with the products and services provided by the company, free from pandemic market growth will increase as 策。机遇是存在的机会，当然，通过努力利用这些机遇，有可能产生利润。
well as government policies. Opportunities are opportunities that exist, of course, have the potential to
generate profits through efforts that are directed to take advantage of these opportunities.
The discussion on the variables shows the opportunities owned by PT. Tawada Healthcare including 关于变量的讨论显示了 PT.Tawada医疗保健公司拥有的机遇包括广阔的市场，换句话说，许多医院
a broad market in other words the increasing need in many hospitals, many consumers are satisfied with the 的需求不断增加，许多消费者对公司提供的产品和服务感到满意，不受大流行病影响的市场增长将
products and services provided by the company, free from pandemic market growth will increase and the 会增加，以及存在有利的政府政策[16]。利用机会变量制定营销战略的建议有：WO 战略，该战略的
existence of conducive government policies[16].If the company can take this opportunity by using strengths 应用基础是通过最大限度地减少现有弱点来利用现有机会[17]。通过与忠实客户和新客户建立关系，
and minimizing weaknesses to be able to compete and achieve company targets. Suggestions for making a 抓住新机遇，如卫生部提出的要求，准备价格合适的本地新产品[17]。其中包括 1. 经常参加各种
marketing strategy with opportunity variables are the WO Strategy, this strategy is applied based on the 医疗设备展览活动，这样就不会降低与发行相同产品的竞争对手的竞争力。 2. 关注市场客户的口
味或需求，增加现有医疗器械产品的种类。 3.5.
utilization of existing opportunities by minimizing existing weaknesses[17]. By establishing relationships
with loyal customers and new customers, taking new opportunities such as requests from the Ministry of
Health by preparing new products from local with the right price[17]. Among them:
1. Always participate in various medical equipment exhibition events so that they are not less competitive
with competitors who issue the same product.
2. Increase the variety of existing medical device products by looking at the tastes or demands of customers
in the market.
3.5. The analysis of Internal Environmental Factors (Weaknesses) as a determinant of the 分析内部环境因素（弱点）对 PT.Tawada Healthcare 的医疗器械营销战略的决定因素。
marketing strategy of medical devices at PT. Tawada Healthcare.
The results of interviews and the results of observations and document reviews that have been 访谈结果、观察结果和文件审查结果表明了 PT Tawada Healthcare 存在的薄弱环节，包括医疗器械
carried out show the weaknesses that PT Tawada Healthcare has, including the availability of goods/stocks 产品的货源/库存经常是空的，销售团队的人力资源经常进进出出，导致许多新员工不合格，还有一
of medical equipment products which are often empty, the human resources of the sales team who often go 些部门的业绩需要改进，如骨科部门、供应链和交付。这些弱点需要加以纠正，以便将来做得更好[2
in and out so that many new employees are not qualified and there are divisions. performance that needs to ]，[18]。
be improved, such as the orthopedic division, supply chain and delivery. This weakness needs to be corrected
so that in the future it will be better[2], [18].The results found that the weaknesses possessed by them include

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a work culture that has not been formed, the lack of clinical promotion and specialist doctor services is still 工作文化尚未形成，缺乏临床推广，专科医生服务仍然有限，这些弱点都需要改进，以便将来更好[
limited, these weaknesses need to be improved so that in the future it will be better[3]. 3]。
Weaknesses are factors that can reduce the company's operating capabilities. This must be 弱点是会降低公司运营能力的因素。必须尽量减少这些因素，以免影响公司的运行[15]。关于 PT.Ta
minimized so as not to interfere with the running of the company[15]. Discussion on the weakness variables wada 医疗保健公司的薄弱环节包括：医疗器械产品的货源/库存经常是空的，人力资源销售团队经
owned by PT. Tawada Healthcare includes the availability of goods/stock of medical device products which 常进进出出，导致许多新员工不合格，还有一些部门需要提高绩效，如骨科部门、供应链和交付部
are often empty, HR sales team that often goes in and out so that many new employees are not qualified and 门[19]。需要纠正这一弱点，以便在未来更好地参与竞争，实现公司目标。针对弱点变量制定营销战
there are divisions that need to improve their performance such as the orthopedic division, supply chain, and 略的建议 ST 战略是一种利用公司优势克服威胁和弱点的战略。改善商品供应，提供良好、持续的培
delivery[19]. This weakness needs to be corrected so that in the future it will be better to be able to compete 训和教育，以及为 OT 和供应链部门提供培训和支持[20]，包括： 1： 1. 1. 保持合理的医疗器械价
格，使其在与发行相同产品的公司竞争时不落下风。 2. 通过提供优质服务，优先考虑客户忠诚度
and be able to achieve the company's targets. Suggestions for making a marketing strategy with a weakness
。 3. 进行试验，以便在价格上涨时获得替代的优质医疗器械。 3.6.
variable is the ST Strategy is a strategy in using the strengths of the company to overcome threats and
weaknesses. Improving the availability of goods, providing good and continuous training and education as
well as providing training and support to the OT and supply chain divisions[20], including:
1. Maintaining affordable medical device prices so that they are not less competitive with companies that
issue the same product.
2. Prioritizing customer loyalty by creating good service.
3. Conducting experiments to obtain alternative quality medical devices when prices rise.
3.6. The analysis of Internal Environmental Factors (Strength) as a determinant of the 分析内部环境因素（优势）对 PT.Tawada Healthcare.
marketing strategy of medical devices at PT. Tawada Healthcare.
The results of interviews and observations as well as document reviews that have been carried out 访谈、观察和文件审查的结果表明，PT.Tawada Healthcare 的优势是能够在竞争中获胜并取得卓越
show that PT. Tawada Healthcare's strengths are able to win the competition and excellence, namely self- 成就，即拥有自己的办公楼、运营车辆、雄厚的财务资本、优质的医疗器械产品、拥有良好的全国
owned office buildings, operational vehicles, strong financial capital, quality medical device products, 网络，并有一个研发部门来管理人力资源[18]。根据之前以 TOWS 分析为题对内部优势因素进行的 T
having a good national network. and has an R&D division to manage its human resources[18].Based on OWS 描述研究，其研究结果表明，PT.Tawada Healthcare 的优势是能够在竞争中获胜并取得卓越成
previous research regarding the TOWS description of internal strength factors that was carried out with the 就，即拥有医务人员和足够的非医务人员[19]。
title TOWS Analysis with the results of his research that the strengths possessed by the competition and
achieve excellence, namely the availability of medical personnel and sufficient non-medical[19].
Building infrastructure and transportation facilities that support clinical services, strategic clinic 建设支持临床服务的基础设施和交通设施、战略性诊所位置、成为 BPJS 合作伙伴、配套服务设施、
locations, being BPJS partners, supporting service facilities, clinical services such as inpatient and outpatient 住院和门诊服务等临床服务[21]。实力（strength）是企业比竞争对手更有价值的主要能力[22]。关
services[21]. Strength (strength) is the main ability that has more value from the company than the ability of 于实力变量的讨论是 PT Tawada 医疗保健公司能够在竞争中获胜并取得优异成绩的实力，即拥有自
competitors[22]. The discussion on the strength variable is the strength possessed by PT Tawada Healthcare 己的办公楼、运营车辆、雄厚的财务资本、优质的医疗器械产品、良好的全国网络以及拥有管理人
being able to win the competition and excellence, namely self-owned office buildings, operational vehicles, 力资源的研发部门[23]。
strong financial capital, quality medical device products, having a good national network and having an
R&D division to manage its human resources[23].
Suggestions to create a marketing strategy with a strength variable is the SO Strategy[24]. This 关于制定具有实力变量的营销战略的建议是 SO 战略[24]。该战略基于公司的思维模式，即利用所有
strategy is based on the company's mindset, namely by utilizing all strengths to seize and take advantage of 优势尽可能地抓住和利用机会[5]： 1. 紧跟技术进步，通过社交媒体改进营销策略。 2. 从购买力
opportunities as much as possible[5]: 和客户需求出发，优先考虑产品质量。 3. 保持公司业绩，加强与各商业参与者的合作。
1. Improving marketing strategies through social media by following technological advances.
2. Prioritizing product quality by looking at purchasing power and customer demand/needs.
3. Maintaining the company's performance that can increase cooperation with various business actors.

IV. CONCLUSION IV. CONCLUSION

The conclusion from this research: 本研究的结论 1. 优势内部环境因素是指公司所拥有的资源、资产、公司优势和研发设施等因素，
1. Strength internal environmental factors are factors of resources, assets, company advantages, and R&D 它们是 PT.Tawada 医疗保健公司医疗器械营销战略中的优势因素。 2. 2. 劣势是指阻碍内部环境的
facilities owned by the company as strengths in the marketing strategy of PT. Tawada Healthcare's 因素、有限的资源、非战略业务地点、需要改进的部门，这些都是 PT.Tawada Healthcare 医疗器械
medical devices. 公司营销战略中的弱点。 3. 机会外部环境因素是指目标市场所具备的因素或潜力、消费者对企业
2. Weaknesses are factors that hinder the internal environment, limited resources, non-strategic business 的看法、一定时期内市场增长的条件等。
locations, divisions that need to be improved as weaknesses in the marketing strategy of PT. Tawada
Healthcare's medical devices.
3. Opportunity external environmental factors are factors or potentials possessed by the target market,
consumer perceptions of the business, a certain period of time there will be market growth, conditions

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that can provide opportunities, as weaknesses in the marketing strategy of PT. Tawada Healthcare's 在 PT.Tawada 医疗保健公司医疗器械营销战略的弱点。 4. 威胁是指外部威胁因素、企业竞争对手
medical devices. 、危及企业的因素、导致企业亏损的市场趋势、消费者行为、经济状况、政府法规等，这些都会影
4. Threats are external threat factors, business competitors, factors that endanger business, market trends 响企业的发展，成为 PT.Tawada Healthcare 医疗设备营销战略的弱点。
that cause business losses, consumer behavior, economic conditions, government regulations that can
affect business, as weaknesses in the marketing strategy of PT. Tawada Healthcare's medical devices.

V. ACKNOWLEDGMENTS V. ACKNOWLEDGMENTS
The authors are grateful to the Board of Directors (BOD) and Management of PT. Tawada 作者感谢 PT.Tawada
Healthcare, Jakarta Indonesia, for the approval and support for all the data in this study, also thanked the 印尼雅加达 Tawada 医疗保健公司董事会（BOD）和管理层对本研究中所有数据的批准和支持，同
lecturers from Universitas Esa Unggul, Jakarta Indonesia who have helped and participated in the completion 时感谢印尼雅加达 Esa Unggul 大学的讲师们在科维德-19 大流行期间对本研究的帮助和参与，感谢
of this research during the covid-19 pandemic situation, for all their support included to the research, and 他们对本研究的所有支持，并感谢他们在审查过程中提供的宝贵建议。
reviewing, for the invaluable advices.

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