TOWS ANALYSIS

INSTRUCTIONS

1. Read through the following explanation of how to conduct a TOWS Analysis.

2. Conduct a TOWS analysis of www.cnet.com using the table at the end of this document.
3. Use information from www.cnet.com, the SWOT Matrix for last class, search engines or your
personal knowledge of the technological industry, in order to conduct your TOWS analysis.
4. Upload your analysis to Moodle.

The step that follows the SWOT analysis is the TOWS analysis. The TOWS analysis is
created in order to allow business decision-makers (managers, owners, etc.) to create specific
action plans or strategies based on the internal and external forces present around the
business. Indeed, if one understands what their strengths, weaknesses, opportunities and
threats are (SWOT analysis); they can take the next step and use this knowledge to create a
plan in which they try to take advantage of the previously stated forces.

In a TOWS analysis, you use the SWOT analysis that you have developed and take the next
step. You should have numbered the different sections of your SWOT analysis.

Read through the following table to understand the four different tactic areas that can be
developed in a TOWS analysis.

Using the TOWS Matrix

The idea here is to work with SO, WO, ST, WT and see how you can use each aspect to influence,
change or modify the other.

STRENGTH (S) WEAKNESS (W)

Think about ways you could
combine the Strengths (Inner)
and the Opportunities (Outer) of
the company you are analyzing
to create specific strategies to
OPPORTUNITY promote your business, make it
(O) stronger and take full advantage
of the opportunities out there.
Think about ways you could
combine the Weaknesses (Inner)
and the Opportunities (Outer) of the
company you are analyzing to create
specific strategies to diminish
weakness, turning them into
strengths by taking full advantage of
the opportunities out there.

e.g.: S1+S3+02: gives a specific e.g.: W2+W4+O4: gives a specific

strategy combining S1, S3 and strategy combining W2, W4, O4
02

THREAT (T) Think about ways you could

Think about ways you could
combine the Strengths (Inner)
and the Threats (Outer) of the
company you are analyzing to
combine the Weaknesses (Inner)
and the Threats (Outer) of the
company you are analyzing to create
specific strategies to reduce threats
and weaknesses, thus making the
 create specific strategies to
reduce threats, thus making the
company stronger by reducing or
eliminating the Threats out
there.
company stronger by by reducing or
eliminating the Threats out there.
e.g.: S1+S5+T3+T4: gives a
specific strategy combining
e.g.: W2+T2: gives a specific
S1,S5,T3,T4
strategy combining W2, T2

Inspired by Mindtools 2011

Using the TOWS Matrix

Get together with your group

Using your SWOT Matrix (from last class), analyze how you could effectively take full advantage of
the inner and outer aspects
The idea here is to work with SO, WO, ST, WT and see how you can use each aspect to influence,
change or modify the other.

STRENGTH (S) WEAKNESS (W)

OPPORTUNITY S1+S3+ O2
W1+W2+O1+02
(O)

THREAT (T) S2+ T1+T2 W3+ T1

Inspired by Mindtools 2011