the TOWS Matrix offers four distinct strategic approaches that companies can adopt to align internal strengths and weaknesses with external opportunities and threats. Here’s a breakdown of each strategy:

• * SO: How can you use your strengths to take full advantage of market opportunities?


• * ST: How can you use your strengths to deal with market

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The TOWS Matrix, developed by Heinz Weihrich in 1999, is a strategic planning tool that combines internal and external factors to generate strategic options. This approach was then popularized by Albert Humphrey, a consultant at the Stanford Research Institute. It stands for Threats, Opportunities, Weaknesses, and Strengths, forming a matrix that... See more