Table of Contents
SWOT Matrix
| Strengths 1. a strong brand reputation, 2. a loyal customer base, 3. unique technology, 4. skilled workforce, 5. strong financial resources, 6. efficient processes | Weaknesses 1. inadequate research and development facilities 2. outdated technology 3. insufficient marketing strategies 4. weak brand name 5. poor financial resources |
| Opportunities 1. market gaps 2. emerging trends 3. areas where the organization has a competitive advantage | Threats 1. new competitors 2. regulatory changes 3. shifts in consumer preferences |
TOWS Matrix
| Internal Strengths | Internal Weaknesses | |
| External Opportunities | Strengths-Opportunities Strategic Options: (generate options that use strengths to take advantage of opportunities) 1. 2. 3. 4. |
Weaknesses-Opportunities Strategic Options: (generate options here that take advantage of opportunities by overcoming weaknesses) 1. 2. 3. 4. |
| External Threats | Strengths-Threats Strategic Options: (generate options here that use strengths to avoid threats) 1. 2. 3. 4. |
Weaknesses-Threats Strategic Options: (generate options here that minimise weaknesses and avoid threats) 1. 2. 3. 4. |
Ansoff’s axes can be used for brainstorming strategic options, checking that all four zones have been properly considered (“Exploring Strategy: Text and Cases,” 12th edition, by Whittington, R., Regner, P., Angwin, D., Johnson, G., and Scholes, K., published in 2020 by Pearson in Harlow p.239).
Ansoff’s Matrix
- market penetration (grow using its existing products in the existing markets, increase market sharethrough price reductions, promotions, or improving service quality),
- product development (introducing new products into existing markets),
- market development (entering new markets with existing products),
- diversification (introducing new products to new markets; related diversification (expanding into areas related to the current business) and unrelated diversification (moving into completely new lines of business).
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