TOWS Analysis

TOWS Analysis or TOWS Matrix is used to
Develop New Business Plan
Expand or restructure Existing Business
Portifolio Management

Strengths: characteristics of the business, or project team that give it an advantage over others

Weaknesses (or Limitations): are characteristics that place the team at a disadvantage relative to others

Opportunities: external chances to improve performance (e.g. make greater profits) in the environment

Threats: external elements in the environment that could cause trouble for the business or project

SO
“Maxi-Maxi” Strategy
Strategies that use strengths to maximise opportunities.

ST
“Maxi-Mini” Strategy
Strategies that use strengths to minimise threats.

WO
“Mini-Maxi” Strategy
Strategies that minimise weaknesses by taking advantage of opportunities.

WT
“Mini-Mini” Strategy
Strategies that minimise weaknesses and avoid threats.