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Superior SWOT Analysis
1. Superior SWOT Analysis: Using TOWS
Traditional SWOT analysis focuses on identifying Strengths, Weaknesses, Opportunities and
Threats as a tool for reviewing and assessing strategy, position and direction of a company or
business opportunity. TOWS analysis takes SWOT analysis a step further, by transforming the
information into an implementation plan. TOWS analysis is a process that requires
management to think critically about the business. TOWS analysis expands the traditional 2x2
SWOT matrix by developing strategies that leverage Strengths and minimize Weaknesses
relative to maximizing Opportunities and mitigating Threats. These are highlighted in the matrix
at the intersections of the Internal and External factors. By identifying strategies that could
improve a company's position, TOWS analysis allows management to choose those strategies
that most effectively capitalize on the available opportunities.
External
Opportunities Threats
TOWS
Strategic a) a)
b) b)
Alternatives c) c)
… …
Matrix
Strengths SO – Strategies that use ST – Strategies that use
strengths to maximize strengths to minimize threats
a) opportunities
b)
c) a) a)
… b) b)
c) c)
… …
Internal
Weaknesses WO – Strategies that minimize WT – Strategies that minimize
(or Limitations) weaknesses by taking weaknesses and avoid threats
advantage of opportunities
a)
b) a) a)
c) b) b)
… c) c)
… …
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