Tows Analysis

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1 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…show more content…
It is assumed that the purpose of the firm has already been established, yet is subject to change after an evaluation of the situation. Inputs People Capital Managerial Skills Technical Skills Goals of Claimants Enterprise Profile Present External Environmen External Treats and Opportunities Evaluation and Strategic Choice Medium Range Planning Forecast of Future Environmen Alternative Strategies Short Range Planning Resource Audit Internal Weaknesses and Strengths Implementation Consistency Testing Contingency Planning Figure 1. Strategic planning process Long Range Planning © Heinz Weihrich 3 Although specific steps in the formulation of the
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