2. Analyze the current and
expected future situation
Determine the direction
of the firm
Develop means for
achieving the mission
3. The determination of the mission or
purpose and the basic long-term
objectives of an enterprise.
4. General statements or
understandings that guide
managers’ thinking in
decision making.
5. TOWS MATRIX: A MODERN TOOL FOR
ANALYSIS OF THE SITUATION
T O W S
THREATS OPPORTU
NITIES
WEAKNESS STRENGHTS
It is a conceptual framework for a systematic analysis
that facilitates matching the external threats and
opportunities with the internal weaknesses and strengths
of the organization.
6. The strategies are based on the external environment
and the internal environment:
WT Strategy
WO Strategy
ST Strategy
SO Strategy
7. It aims to minimize both weaknesses and
threats and may be called the Mini-Mini
Strategy.
Eg. Joint ventures, retrench or liquidate
9. It is based on using organization’s
strengths to deal with threats in the
environment.
The aim is to maximize the former while
minimizing the latter.
10. •It capitalizes on a company’s strengths to
take advantage of opportunities.
•If a company have weaknesses, they will
strive to overcome them, by making them
strengths.
