SWOT/TOWS Matrix

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 outdated technology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

  1. market penetration (grow using its existing products in the existing markets, increase market sharethrough price reductions, promotions, or improving service quality),
  2. product development (introducing new products into existing markets),
  3. market development (entering new markets with existing products),
  4. 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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