Analyze the current and
expected future situation
Determine the direction
of the firm
Develop means for
achieving the mission
The determination of the mission or
purpose and the basic long-term
objectives of an enterprise.
General statements or
understandings that guide
managers’ thinking in
TOWS MATRIX: A MODERN TOOL FOR
ANALYSIS OF THE SITUATION
T O W S
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.
The strategies are based on the external environment
and the internal environment:
It aims to minimize both weaknesses and
threats and may be called the Mini-Mini
Eg. Joint ventures, retrench or liquidate
Attempts to minimize the weaknesses and
maximize the opportunities.
It is based on using organization’s
strengths to deal with threats in the
The aim is to maximize the former while
minimizing the latter.
•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
PAST PRESENT PRESENT+T PRESENT+T2
External and internal environments are