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Tows matrix
1.
2. INTRODUCTION
Developed by Dr. Heinz Weihrich
TOWS means Threat-Opportunity-Weaknesses-Strengthness
Same process of analysing as of SWOT analysis-But
difference is that, here threats and opportunities are
examined first and weaknesses and strengths are examined
last
After creating list of threats, opportunities, weaknesses and
strength, managers examine ways the company can take
advantage of opportunities and minimize threats by
exploiting strengths and overcoming weaknesses
3. Starts with threats because strategic plans
undertakes as a result of problem or threat
Focusing in threats and opportunities first helps to
lead productive discussion about what is going on
in the external environment rather than discussing
what a company is good or bad at.
4. METHODS/STRATEGIES OF TOWS ANALYSIS
- Here Opportunities and Threats down the side and
Strength and Weaknesses across top
- each item added to matrix is lettered and
numbered
Eg- S1, S2, S3 for Strength and O1, O2, O3 for Opportunities
- If the grid is filled then matching of matrices begins
- results in different strategic altenatives for
organisation
- there are 4 types of strategies or strategic
alternatives
5. 1. SO STRATEGY
-SO means Strengths and Opportunities
-is adopted after identifiying the strengths and
weaknesses of
organisation
-firm utilises maximum strengths to get maximum
advantage
from opportunities
-also known as Maxi-Maxi strategy
6. 2. ST STRATEGY
- Means Strengths and Threats
- Maximum utilisation of a firms strength to minimise
threats
- also known as Maxi-Mini Strategy
7. 3. WO STRATEGY
- Means Weaknesses and Opportunities
- Minimises the impact of weaknesses by utilising
maximum opportunities
- also known as Mini-Maxi strategy
8. 4. WT STRATEGY
- Means Weaknesses and Threats
- Firms attempts to minimises the impact of both
weaknesses and threats
- also known as Mini-Mini strategy
9. The Organisation
Strengths – S
1.
2.
3.
4.
Weaknesses – W
1.
2.
3.
4.
Opportunities – O
1.
2.
3.
4.
SO Strategies
Leverage strengths to
maximise opportunities
= Attacking strategy
WO strtegies
Counter weknesses
through exploiting
opportunities = Bulid
strength for attacking
strategy
Threats – T
1.
2.
3.
4.
ST strategies
Leverage strengths to
Minimise threats =
Defensive strategy
WT strategies
Counter weaknesses and
threats = Bulid strengths
for defensive strategy
10. ADVANTAGES OF TOWS MATRIX
Is a useful tool to formulate specific strategies
It provides information and strategies to the
organisation
Analysis generates effective strategic alternatives
gives priorities to threats so that an organisation can
utilise strength and opportunities so as to overcome
threats and weaknesses
The tool is simple and can be easily applied by
managers and is less expensive