Elements of SWOT analysis – TOWS Matrix:

Threats Opportunities Weaknesses Strengths (TOWS Matrix – Henley’s recommended SWOT Matrix)


Structured planning method that evaluates those four elements of a project or business venture

  • Strengths: characteristics of the business or project that give it an advantage over others
  • Weaknesses: characteristics that place the business or project at a disadvantage relative to others
  • Opportunities: elements that the business or project could exploit to its advantage
  • Threats: elements in the environment that could cause trouble for the business or project


ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities, and threats) to make the analysis useful and find competitive advantage


Identifying the internal and external factors that are favorable and unfavorable to achieve that objective

Source of SWOT analysis – TOWS Matrix:

Henley Business School