TOWS Matrix

A TOWS Matrix is a useful tool for management to understand how to maximize the opportunities and minimize the threats of a strategic situation. It combines a SWOT Analysis with a goal-setting framework to help form a strategic plan. The matrix consists of four parts: Internal Strengths and Weaknesses, and External Opportunities and Threats. Using the TOWS Matrix helps management to identify ways to turn an unfavorable situation into an opportunity, while minimizing the potential threats. Managers can use the matrix to create an actionable plan to reach their desired outcomes.

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