TOWS stands for Threat, Opportunities, Weaknesses and Strength

1. TOWS ANALYSIS
• After determining the strengths, weaknesses, opportunities,
and threats of the company, the next step is to match the
internal factors with the external factors driven from the
SWOT Analysis.
• Many firms employ TOWS technique of Threats,
Opportunities, Weaknesses and Strengths to establish
strategies in addressing their weaknesses and threats by
maximizing their strengths and opportunities available to
them.

2. Here is a template for TOWS Matrix:

5. TOWS Matrix helps firms to plan and execute
strategies based on the following:
• • “Maxi-maxi strategies (SO)” –
• “Methods that could highly bring success to firms if planned and
executed well for it matches strengths of the company and
opportunities in the market ”

6. TOWS Matrix helps firms to plan and execute
strategies based on the following:
• • “Mini-mini strategies (WT)”
• - “Strategies must be developed that would minimize the weaknesses
and avoid threats”.

7. TOWS Matrix helps firms to plan and execute
strategies based on the following:
• • “Mini-maxi strategies (WO)” –
• “Strategies that involve methods on how to strengthen the
organization’s weaknesses and utilize the opportunities in the
business environment

8. TOWS Matrix helps firms to plan and execute
strategies based on the following:
• “Maxi-mini strategies (ST)” –
• “Strategies that involve minimizing threats of the external forces by
utilizing the strengths of the internal factors of the firm