The TOWS Matrix --A Tool for Situational Analysis
Heinz Weihrich*, Professor of Management, University of San Francisco
This article has two main purposes One is to review general considerations in strategic planning and the second to introduce the TOWS Matrix for matching the environmental threats and opportunities with the company's weaknesses and especially its strengths. These factors per se are not new; what is new is systematically identifying relationships between these factors and basing strategies on them. There is little doubt that strategic planning will gain greater prominence in the future. Any organization—whether military, product oriented, service-oriented or even governmental—to remain effective, must use a rational …show more content…
The author is Professor of Management, School of Business and Management, University of San Francisco, San Francisco, CA 94117, U.S.A. He has had many years of business and consulting experience in the United States and Europe, working with such companies as Volkswagen, Hughes Aircraft Company, etc.
Long Range Planning © Heinz Weihrich
Equally important, the matrix 'forces' practicing managers to analyze the situation of their company and to develop strategies, tactics, and actions for the effective and efficient attainment of its organizational objectives and its