Elements of SWOT analysis – TOWS Matrix:

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


Principle:

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

Issues:

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


Applications:

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


Source of SWOT analysis – TOWS Matrix:

Henley Business School