Generating Alternative Strategies

TOWS Matrix
T O
S W O
S
T
TOWS Matrix
illustrates how the external opportunities and threats facing a particular corporation can be
matched with that company’s internal strengths and weaknesses to result in four sets of
possible strategic alternatives.

It forces strategic managers to create various kinds of

growth as well as retrenchment strategies.
SWOT vs TOWS

The only difference between TOWS and

SWOT is that TOWS emphasizes the
external environment whilst SWOT
emphasizes the internal environment.
TOWS Matrix
1. External opportunities.

2. External threats.

3. Current and future strength.

4. Current and future weakness.

TOWS Matrix
5. Series of possible strategies.

SO Strategies

ST Strategies

WO Strategies

WT Strategies
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