THE TOWS MATRIX

The TOWS Matrix or TOWS Analysis is a variation of the SWOT Analysis. You still have to identify your strengths, weaknesses, opportunities and threats as what you do with SWOT, but instead of filling up four cells in the matrix, there are nine cells. Nonetheless, this tool is used to identify your strategic options based on how the four factors may be combined. The TOW Matrix looks like this:

Opportunities Threats Strengths SO ST "Maxi-Maxi" Strategy "Maxi-Mini" Strategy Strategies that use Strategies that use strengths to maximize strengths to minimize opportunities. threats. Weaknesses WO WT "Mini-Maxi" Strategy "Mini-Mini" Strategy Strategies that minimize Strategies that minimize weaknesses by taking weaknesses and avoid advantage of threats. opportunities.\f