SWOT and TOWS are strategy tools used in order to achieve the targeted goals of the organisation. Used by profit making as well as Non profit making organizations. Can be implemented at both the organizational levels (companies, departments and divisions) as well as individual development. These tools are formed by the pneumonic basically representing : S -> Strength W -> Weakness O -> Opportunity T -> Threat

1. SWOT and TOWS Analysis
Intended Audience: EPGDM 2014-2015
Term: I
Subject: Fundamentals of Management
Presented by: Neha Ghorad

2. Introduction
• Definition : SWOT and TOWS are strategy tools used in
order to achieve the targeted goals of the organisation.
• Used by profit making as well as Non profit making
organizations.
• Can be implemented at both the organizational levels
(companies, departments and divisions) as well as individual
development.
• These tools are formed by the pneumonic basically
representing :
• S -> Strength
• W -> Weakness
• O -> Opportunity
• T -> Threat

4. Strategy/ Business Strategy
A business plan intended to achieve long term aim of the
organization.
SWOT Analysis
Originated by Albert S Humphrey in the 1960s, its a decision
making tool that analyses your current position in marketplace
in comparison with your competitors and helps to achieve the
business strategy.
It should cover the areas like marketing, financial,
manufacturing and organizational.
Introduction

6. SWOT Analysis

7. SWOT Analysis
• External
• Negative
• External
• Positive
• Internal
• Negative
• Internal
• Positive
STRENGTH WEAKNESS
THREATOPPORTUNITY
SWOT

8. Advantages
• Simple and only costs time to do
• Helps to generate new ideas using a
particular strength to use against a threat
in the market.
• When a potential threat is known,
company can have responses and plans
ready to counter them.

9. Disadvantages
• It’s a simple list and presented very
critically
• If company compiles the lists it may not be
focussed sufficiently on how to achieve its
objective.
• List approach may not define the priorities
well.

10. Best SWOT Analysis
• SWOT softwares are nowadays available to help
formalise the process and give analysis
structure.
• Best SWOT will be more than a simple list.
• It will consider the degree of strength and
weakness versus its competitors to determine
how good that strength really is.
• A best SWOT should also look at the size of the
opportunity or threat and inter relate with its
strengths and weaknesses.

11. TOWS Analysis
• TOWS analysis is a variation of SWOT analysis
• TOWS is a different arrangement of strengths,
weaknesses, opportunities and threats.
• TOWS emphasizes the external environment whilst
SWOT emphasizes the internal environment.
• The Analysis results in a SWOT or TOWS Matrix as:
Strengths Weaknesses
Opportunities Threats

12. TOWS Analysis
• Identifying Strategic Options like to make
most of strengths, Circumvent
weaknesses, Capitalize on opportunities
and Manage threats.
• A next step of analysis, usually associated
with the externally-focused TOWS Matrix,
helps to think about the options that one
could pursue.

13. External Opportunities
(O)
1.
2.
3.
4.
External Threats
(T)
1.
2.
3.
4.
Internal Strengths
(S)
1.
2.
3.
4.
SO
"Maxi-Maxi" Strategy
Strategies that use
strengths to maximize opportunities.
ST
"Maxi-Mini" Strategy
Strategies that use
strengths to minimize threats.
Internal Weaknesses (W)
1.
2.
3.
4.
WO
"Mini-Maxi" Strategy
Strategies that minimize weaknesses
by taking advantage of opportunities.
WT
"Mini-Mini" Strategy
Strategies that minimize
weaknesses and avoid threats.
TOWS Strategic Alternatives Matrix

14. Strategically Focused
Strategic
Analysis
Strategic
Choice
Strategic
Implementation
Strategic
Control
SWOT/TOWS