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Com or call 01865 515255 to find out more. Want to improve your knowledge of marketing strategy? Why not find out more about our Strategic Marketing short course, offered as a stand alone award or as part of the CIM Diploma in Professional Marketing. It is important to remember that TOWS Analysis will not point to which specific strategy to adopt, but it will focus attention on areas where action is require, and give some indication of the nature of that action.

An example mini - maxi strategy is that organisation may have identify opportunity to outsource some aspects of its business operations, overcoming weakness of lack of specific skills within the organisation. In between, mini - maxi and maxi - mini strategies are designed to strengthen weaknesses, utilising opportunities, and minimise threats by utilising strengths. For example, such strategies could include developing strategic alliances or a more drastic strategy could be to withdraw from specific market altogether. At other extreme, it highlights organisations ' vulnerability to threats based on their weaknesses and facilitates development of strategies that minimise these and avoid threats - mini - mini strategies. For example, strengths such as high brand recognition or customer loyalty could be combined with opportunity to launch new product or service. Tows Analysis enables an organisation to match its internal strengths, and external opportunities to develop maxi - maxi strategies - those with greatest potential for success.

It can help organisation to see how it can take advantage of opportunities, reduce threats, overcome weaknesses and exploit any Strengths TOWS is a commonly used strategic planning tool and can add real value to organisation, helping to take strategic planning one step further. Whereas TOWS Analysis will look to match internal factors to external factors to help identify relevant strategic options that organisation could pursue. For example, particular threat might make weakness much more significant.

Similar to SWOT, two analysis will involve identification of organisations ' strengths, Weaknesses, Opportunities and Threats However, often key criticism of SWOT analysis is that it does show relationships between different factors and categories. Tows Analysis is a variant of SWOT Analysis and is an acronym for Threats, Opportunities, Weaknesses and Strengths.

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