STRATEGIC ANALYSIS OF MALAYSIA’S FILM INDUSTRY USING SWOT/TOWS AND AHP APPROACH
DOI:
https://doi.org/10.51200/jaaab.7921Keywords:
Malaysian Film Industry, SWOT Analysis, TOWS Matrix, Analytic Hierarchy Process (AHP), Strategic ManagementAbstract
This study explores the strategic positioning of Malaysia’s film industry by integrating SWOT/TOWS analysis with the Analytic Hierarchy Process (AHP). Given the film sector’s role in cultural expression and economic growth, this research identifies and prioritizes key strategic factors to guide industry development. The SWOT framework is used to categorize internal strengths and weaknesses and external opportunities and threats. AHP then quantifies the importance of each factor through expert-based pairwise comparisons. The outcome is a ranked prioritization of strategic elements, enabling evidence-based decision-making. TOWS strategies are formulated from this prioritization to propose realistic interventions for sustainable industry growth. Key findings reveal that government support and cultural diversity rank highest in strengths, while censorship and funding constraints dominate weaknesses. Streaming platforms and regional collaboration present the most promising opportunities, whereas piracy and foreign dominance remain critical threats. This hybrid methodology enhances strategy formulation for Malaysia’s creative economy.
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