TOWS

MATRIX

Module 4A: Alternative Courses of

Action
 ALTERNATIVE
COURSES OF ACTION
ALTERNATIVE COURSES
OF ACTION
• Potential solutions to the major
problem
• Able to stand alone as possible
solution
• Aligned with the firm's vision,
mission, goals, and objectives
• Formulated as a 'CORPORATE
STRATEGY'; not a functional
strategy
• Suggest at least 3 ACA
FORMULATION OF THE
APPROPRIATE ACA
SHOULD BE GUIDED BY
SFE: Strategic Factor Evaluation
THE SFE
DERIVATION OF ACA
TOWS
ANALYSIS
While similar to SWOT, the key difference lies on the
emphasis of both frameworks. SWOT focuses on the
internal strengths and weaknesses) while TOWS forces
you to look at your external environment first (threats
and opportunities).

This allows you to gain a better understanding of the

strategic choices you have. It helps you ask and answer
the following:
• How can we make the most of our strengths?
• How do we circumvent our weaknesses?
• How can we capitalize on external opportunities?
• How should we best manage threast?
 MATCHING OF
TOWS KEY INTERNAL
MATRI AND EXTERNAL
X FACTORS
TOWS • MATCHING OF KEY INTERNAL
AND EXTERNAL FACTORS
MATRI • OPEN-ENDED
FORMULATION
STRATEGY

X
TOWS
MATRI
X
• ALTERNATIV
E OVERVIEW
MAKING A TOWS
MATRIX

The following slides provides a step-by-step

guide on using a TOWS matrix.
 STEP 1: DO A SWOT
Helps you to ANALYSIS Helps identify the
understand your S/W opportunities and
threats relevant to the
firm.
STEP 2:
TRANSLATE
FINDINGS USING
TOWS
Rearrange and copy the "key" conclusions from your
SWOT analysis.
STEP 3: LINK
AND ASSESS
YOUR
STRATEGIES
For each combination , consider
how they can be transformed
into a strategy.
For each combination , consider how they can be transformed
into a strategy.
STEP 3:
LINK &
ASSESS
List in the appropriate quadrant of the TOWS matrix after. YOUR
STRATEGIE
STEP 4: EVALUATE
STRATEGIES Evaluate the options you've
generated, and identify the
ones that will have the
greatest benefit,.

These should also best

achieve the mission and
vision of your
organization.
TOWS MATRIX
IFE KSF
EFE KSF
 REMINDERS
DO NOT PRESENT IN DETAIL

BAD PRACTICE GOOD PRACTICE

 TIPS
HTTPS://WWW.MINDTOOLS.COM/PAGES/ARTICLE/NEWSTR_89.HTM#:~:TEXT=TOWS%20AND%20SWOT%20ARE
%20ACRONYMS,IT%20TO%20THE%20NEXT%20STEP.)

1) The WT quadrant - 2) When you have many factors to consider, constructing a

weaknesses and threats - is
concerned with defensive
strategies. These should protect
yourself from loss, however, do
not rely on these to create
success.
matrix to match individual strengths and weaknesses to the
individual opportunities and threats you've identified will
help you identify the options with the greatest promise. See
sample below:
PREPARE PROFORMA
TABLE
THANK YOU