TOWS Matrix begins with an audit of external threats and opportunities.

Such
scrutiny gives a clear insight and helps to adopt long term strategies. Thereafter,
the internal strengths and weaknesses of a company are taken into consideration. In
the next stage, the internal analysis gets intertwined with external analysis to
devise a strategy.

TOWS Analysis goes way beyond the conventional SWOT Analysis and aids
organizations to remain one step ahead in the ever-changing competitive
landscape. The TOWS Matrix can also help in the generation of amazing ideas in
relation to fruitful marketing strategies, decision-making, protection against
threats, opportunities, diminishing threats, overcoming weaknesses and awareness
regarding potential shortcomings.

On the contrary, Opportunities, and Threats fall under external factors and consists
of government policies, dynamic nature of the market, evolving tastes and
preferences of the customers, competition in the market, fluctuation rates of the
raw materials required for the production and etcetera.
TOWS Analysis to a famous company called Apple.
Apple Inc. is an American multinational organization specialized in technology
and has its headquarters in Cupertino, California. Apple fabricates, builds and sells
computer software, electronic products, and online services. The tech giant was
established by Steve Jobs, Ronald Wayne, and Steve Wozniak in April 1976. It is
considered as the world’s largest technology company by means of revenue and is
also one of the world’s most valuable companies.
According to statistics, it is the world’s third-largest mobile phone manufacturer
after Samsung and Huawei. Apple’s renowned products consist of the iPad tablet
computers, HomePod smart speaker, iPod portable media player, iPhone
smartphone, Mac personal computer, Apple Watch smartwatch, AirPods wireless
earbuds, and Apple TV digital media player. The online services provided by
Apple are iTunes Store, Mac App Store, Apple TV+, iCloud, Apple Music, the iOS
App Store, and Apple TV+. In Fiscal YEAR 2018, the worldwide revenue of
Apple totaled to $265 billion.