It looks at the specific relationships between internal and external factors that help an organization remove weaknesses, exploit strengths, take advantage of opportunities, and reduce or remove threats.Įach relationship is represented by a 2×2 matrix with resultant strategic options occupying four quadrants: While both the TOWS matrix and SWOT analysis consider the same four factors, the former is more of a strategic planning tool. The TOWS matrix was created by author and management consultant Heinz Weihrich in 1999. The matrix is a variation on the SWOT Analysis, and it seeks to address criticisms of the SWOT Analysis regarding its inability to show relationships between the various categories. Understanding a TOWS matrix The TOWS Matrix is an acronym for Threats, Opportunities, Weaknesses, and Strengths.

100+ Business Models Book By FourWeekMBA.