TOWS Analysis: A Comprehensive Guide

TOWS Analysis: A Comprehensive Guide

TOWS Analysis is a variant of the classic business tool, SWOT Analysis. Both TOWS and SWOT are having the same acronyms for Strengths, Weaknesses, Opportunities, and Threats, and in reverse order of the words.

SWOT?matrix is a planning tool, whereas the TOWS matrix is an action tool. In SWOT analysis you identify all the Strengths, Weaknesses, Opportunities, and Threats in point form. After that, you think of each point as a singular perspective.

Whereas,?TOWS?matrix identifies the relationships between these factors and selecting strategies on their bases. For example, you connect internal points (Strengths and Weaknesses) with the external points (Opportunities, and Threats).

As a result, you structure your thinking to cover all strategic perspectives with corresponding action items:

Strengths/Opportunities:

Consider all strengths one by one listed in the SWOT Analysis with each opportunity to determine how each internal strength can help you capitalize on each external opportunity.

Strength/Threats:

Consider all strengths one by one listed in the SWOT Analysis with each threat to determine how each internal strength can help you avoid every external threat.

Weaknesses/Opportunities:

Consider all weaknesses one by one listed in the SWOT Analysis with each opportunity to determine how each internal weakness can be eliminated by using each external opportunity.

Weaknesses/Threats:

Consider all weaknesses one by one listed in the SWOT Analysis with each threat to determine both can be avoided.

TOWS Example – Starbucks

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