TOWS STRATEGIC ALTERNATIVES MATRIX
The TOWS Matrix helps you gain a clearer view of the strategic choices available to you. Specifically, a TOWS
matrix is useful for helping generate meaningful and potentially combined strategic options from a SWOT. A TOWS
Matrix has the organization focus on using its internal strengths to capitalize on external opportunities and
confront external threats. Likewise, it helps an organization determine which internal weaknesses must be
considered in order to protect external opportunities and keep external threats from taking advantage of the
organization’s weaknesses.
A TOWS matrix aims to focus attention on the following questions:
 How to make the most of your strengths
 How to circumvent your weaknesses
 How to capitalize on your opportunities
 How to manage your threats
To use the TOWS Matrix:
1) Select the key conclusions from the SWOT and transfer them into the gray shaded S, W, O, and T areas.
2) For each combination of internal and external factors (the white areas), think specifically about how they
might combine to create good strategic options.
a. NOTE: The WT quadrant is focused only on defensive strategies (ways to protect your organization
from loss) and should not be relied upon to create success.
External Opportunities (O)
1.
2.
3.
4.
Internal Strengths (S)
1.
2.
3.
4.
Internal Weaknesses (W)
1.
2.
3.
4.
External Threats (T)
1.
2.
3.
4.
SO
ST
“Maxi-Maxi” Strategy
Strategies that use strengths
to maximize opportunities.
“Maxi-Mini” Strategy
Strategies that use strengths
to minimize threats
WO
WT
“Mini-Maxi” Strategy
Strategies that minimize
weaknesses by taking
advantage of opportunities
“Mini-Mini” Strategy
Strategies that minimize
weaknesses and avoid
threats
Resources:
MindTools: Using the TOWS Matrix. http://www.mindtools.com/pages/article/newSTR_89.htm
“Strategic Business Planning: Using TOWS to Move SWOT to an Action Plan.” Driveyoursuccess.com.
http://www.driveyoursuccess.com/2011/09/strategic-business-planning-use-tows-to-move-swot-to-anaction-plan.html
April 26-29, 2015
www.ispi.org/AC2015 San Antonio, Texas - Breakout Presentation: “SWOT, Now What?” This worksheet
intended for use by practitioners attending ISPI 2015 Conference with their direct clients only; permission not granted for commercial repackaging or sale of the TOWS to Grid Analysis process. © 2015 Cone Health. All Rights Reserved.