Download - Adv Swot Tows Deck v1 2010
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The Strategic Process
Situation
Strategy
Formulateand re-formulatestrategy based
on continuedanalysis ofsituation.
Re-assesssituation based
on tentative strategy
Objectives
A Continuous Process of Situational Analysis
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SWOT & TOWS
Pluses to SWOT holistic approach that takes into account both internal and
external aspects of situation. recognizes interdependence of various attributes
Minus to SWOT offers little guidance in howto determine strengths,weaknesses, opportunities, & threats.
Utilizing TOWS SWOT evaluates situation, doesnt directly help
formulate strategy.
The TOWS analysis should be used to assist informulating strategy.
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SWOT
Strengths
Weaknesses
Opportunities
Threats
OrganizationalAnalysis
EnvironmentalAnalysis
The SituationStrategy
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SWOT
Strengths
Weaknesses
Opportunities
Threats
OrganizationalAnalysis
EnvironmentalAnalysis
The SituationStrategymutually define &affect
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SWOT: Strengths & Weaknesses
Strengths aspects of the organization that provide an
advantage.e.g., a highly efficient distribution system.
aspects of the organization that forestall entry.e.g., a proprietary customer database.
Weaknesses are the opposite
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SWOT: Opportunities & Threats
Opportunities market niches in which have advantage
open market niches in which further entry will beslow or preventable
Threats potential adverse moves by competitors
potential for entry or emulation
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SWOT Matrix:
Strengths Weaknesses
Opportunities Threats
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S.W.O.T. Putting it all Together(Creating the TOWS Matrix)
1. Internal strengths with external opportunities:ideal match between firms resources and opportunities.
2. Internal weaknesses relative to externalopportunities: creates tradeoffs in where investmentswill be made or where you will abdicate to a rival.
3. Internal strengths matched with external threats:transforming threats into opportunities is one option toexplore.
4. Internal weaknesses relative to external threats:this is the worst position for the firm and thus, an areato avoid.
Gather and interpret SWOT informationCreate Matrix Arranged in Quadrants:
e TOWS sample in next slide ----
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TOWS Matrix:
Strengths WeaknessesOpportunities S-O strategies[pursue opportunities that are a good fit to strengths] W-O strategies
[overcome weaknesses to pursue opportunities]
Threats S-T strategies[use strengths to reduce vulnerability to external threats]
W-T strategies[establish defensive plan to prevent weaknesses susceptible toexternal threats]
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TOWS (Threats, Opportunities, Weaknesses, and Strengths)Matrix
The TOWS Matrix is a relatively simple tool for generating strategic options. By using it, you can
look intelligently at how you can best take advantage of the opportunities open to you, at the same
time that you minimize the impact of weaknesses and protect yourself against threats.
Used after detailed analysis of your threats, opportunities, strength and weaknesses, it helps you
consider how to use the external environment to your strategic advantage, and so identify some of
the strategic options available to you.
At a practical level, the only difference between TOWS and SWOT is that TOWS emphasizes the
external environment whilst SWOT emphasizes the internal environment.
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