TOWS Matrix
The TOWS Matrix is a tool that can be used to compare and contrast different strategies to select the best
one for the organization. The matrix breaks down the strategies according to internal (Strengths and
Weaknesses) and external (Opportunities and Threats) factors.
Within the TOWS Matrix, you should consider the interaction of the internal and external factors (e.g.,
strengths-opportunities, weaknesses-threats) to identify strategies that provide the most benefit to your
customers and the organization. Using this method allows you to see how you can simultaneously
maximize opportunities, minimize threats, conquer weaknesses and take advantage of your strengths.
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Consider each question in the TOWS matrix. For each question consider how to
TOWS Matrix minimize your weaknesses and maximize your strengths. List and prioritize
specific strategies and approaches you can take.
Weaknesses Strengths
What can you do to minimize your weaknesses What can you do to capitalize on and maximize your strengths
so, you can minimize your competitors’ or other threats? so, you can minimize your competitors’ or other threats?
• Enter action to help minimize weaknesses • Enter action to capitalize strengths
• •
Threats
• •
What external opportunities exist that you can go after What external opportunities exist that you can go after
that will help you minimize your weaknesses? that leverage your strengths?
Opportunities
• Enter opportunity to minimize weaknesses • Enter opportunity to leverage strengths
• •
• •
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Actions
Based on your TOWS Matrix, create an action plan to address your top opportunities, leverage your strengths and address any
weaknesses, and ensure you achieve meaningful and measurable results.
Actions Owner Due Date
Enter action here Enter owner Enter due date
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