The TOWS matrix is a strategic planning tool used to evaluate the strengths, weaknesses, opportunities, and threats involved in a business venture or project. It involves listing key internal factors (strengths and weaknesses) and external factors (opportunities and threats) and generating strategies. There are four types of strategies: SO (utilizing strengths to take advantage of opportunities), WO (overcoming weaknesses by taking advantage of opportunities), ST (using strengths to avoid threats), and WT (minimizing weaknesses and avoiding threats). The TOWS matrix helps identify relationships among these factors to guide strategic decision-making.