Presented by:

Anju Rana
 Analyze the current and
expected future situation

 Determine the direction

of the firm

Develop means for

achieving the mission
The determination of the mission or
purpose and the basic long-term
objectives of an enterprise.
General statements or
understandings that guide
managers’ thinking in
decision making.
 TOWS MATRIX: A MODERN TOOL FOR
ANALYSIS OF THE SITUATION

T O W S

THREATS OPPORTU
WEAKNESS STRENGHTS
NITIES

It is a conceptual framework for a systematic analysis

that facilitates matching the external threats and
opportunities with the internal weaknesses and strengths
of the organization.
The strategies are based on the external environment
and the internal environment:

 WT Strategy

 WO Strategy

 ST Strategy

 SO Strategy
It aims to minimize both weaknesses and
threats and may be called the Mini-Mini
Strategy.
Eg. Joint ventures, retrench or liquidate
Attempts to minimize the weaknesses and
maximize the opportunities.
It is based on using organization’s
strengths to deal with threats in the
environment.
The aim is to maximize the former while
minimizing the latter.
•It capitalizes on a company’s strengths to
take advantage of opportunities.

•If a company have weaknesses, they will

strive to overcome them, by making them
strengths.
 PAST PRESENT PRESENT+T PRESENT+T2

TIME

External and internal environments are

dynamic
 Mergers

 Acquisitions

 Joint Ventures

 Alliances