Working from Home? All our team plans are now 50% off with the coupon code ‘WFH-TEAMS’. Get the guide and the offer.

More TOWS Matrix Templates and Examples

TOWS Matrix

TOWS Matrix

TOWS Matrix Template

TOWS Matrix Template

Swot Analysis For Situation Analysis

Swot Analysis For Situation Analysis

SWOT Analysis for Strategic Planning

SWOT Analysis for Strategic Planning

PESTLE Analysis Template

PESTLE Analysis Template

Creately helps you do this with

Pre-designed templates for strategic analysis
Easy drawing and diagramming tools for carrying out a TOWS analysis
Share with others in your team for real-time collaboration and group editing
Export your diagrams as PNGs, SVGs, or JPEGs for publishing or embedding in documents, presentations, etc.

Guide and Best Practices

The TOWS Matrix is a strategic analysis tool that helps generate and compare Strategic options and marketing strategies. It’s a variant of the popular SWOT analysis. The TOWS matrix also focuses on an organization’s strengths, weaknesses, opportunities, and threats, but it goes a step further and link/compare the internal and external environments to help identify strategic options.

How to use the TOWS matrix

  • Ready your TOWS matrix prior to the analysis. Speed things up with a pre-made Creately TOWS matrix template.
  • The TOWS analysis begins with an external environmental analysis, by first identifying the opportunities and threats. Note down the information you gather and brainstorm on, in the matrix for easy reference.
  • Next, focus on the internal strengths and weaknesses of the organization, and note them down on your matrix as well.
  • Afterward, you should combine the external analysis and the internal analysis to generate effective strategic options.
  • Identify how you can use your internal strengths to maximize your external opportunities (SO). Such strategies have a higher chance of success.
  • The next strategic option you can focus on is using your strengths to counter potential external threats (ST).
  • How can you use your external opportunities to overcome the internal weaknesses (WO)?
  • In what ways can you minimize your weaknesses and thus avoid threats? (WT)
  • Once you have a list of options, evaluate them to see which will benefit you the most.

More templates and visual ideas for strategic planning

Scenario Planning Template

Scenario Planning Template

SWOT Diagram

SWOT Diagram

Business Contingency Plan Template

Business Contingency Plan Template

Risk Probability and Impact Matrix

Risk Probability and Impact Matrix

Risk Matrix Template

Risk Matrix Template

Strategy Diamond Template

Strategy Diamond Template

Works with the tools you love

Thoughtfully designed integrations with the platforms you use every day

Works with the tools you love