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Tows Analysis

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Tows Analysis
TOWS Analysis is a variant of the classic business tool, SWOT Analysis. TOWS and SWOT are acronyms for different arrangements of the words Strengths, Weaknesses, Opportunities and Threats.
By analyzing the external environment (threats and opportunities), and your internal environment (weaknesses and strengths), you can use these techniques to think about the strategy of your whole organization, a department or a team. You can also use them to think about a process, a marketing campaign, or even your own skills and experience.
Our article on SWOT Analysis helps you perform a thorough SWOT/TOWS Analysis. At a practical level, the only difference between TOWS and SWOT is that TOWS emphasizes the external environment whilst SWOT emphasizes the internal environment. In both cases, this analysis results
Identifying Strategic Options
SWOT or TOWS analysis helps you get a better understanding of the strategic choices that you face. (Remember that "strategy" is the art of determining how you'll "win" in business and life.) It helps you ask, and answer, the following questions: How do you: * Make the most of your strengths? * Circumvent your weaknesses? * Capitalize on your opportunities? * Manage your threats?
A next step of analysis, usually associated with the externally-focused TOWS Matrix, helps you think about the options that you could pursue. To do this you match external opportunities and threats with your internal strengths and weaknesses, as illustrated in the matrix below:
TOWS Strategic Alternatives Matrix | External Opportunities
(O)
1.
2.
3.
4. | External Threats
(T)
1.
2.
3.
4. | Internal Strengths
(S)
1.
2.
3.
4. | SO
"Maxi-Maxi" StrategyStrategies that use strengths to maximize opportunities. | ST
"Maxi-Mini" StrategyStrategies that use strengths to minimize threats. | Internal Weaknesses (W)

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