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(v1-2.4) TOWS-based objectives


   
   
   
   
   
   
   
   

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   To those who recognize the SWOT acronym, TOWS may seem as a typing error, but it’s not - it’s a complementing process of going over the SWOT analysis of the past year and crossing existing strengths and weaknesses with upcoming opportunities and threats (as shown in Table 24). TOWS matrix assists in locating relevant marketing objectives > learn more

TOWS matrix

   Strengths  

Weaknesses

Opportunities

SO

WO

Threats

ST

WT

                                                                     Table 24
A practical tip!
In order to be able to turn weaknesses into feasible opportunities (WO), which is the most challenging category, creativity is required. If you know right-brain people, especially if you are a left-brain person, try to involve them in the process of ideation, generating ideas on how to turn existing weaknesses into marketing-oriented opportunities. Try to use closed-end methodologies such as the SCAMPER technique.

Selected "quotes" from sample marketing plans
Next tourism season, we would highlight the restaurant as a "family-size Mediterranean-atmosphere tavern" in order to address the inconvenient lack of space (33 square meters, excluding back of the house) in a positive manner.
Lebanese restaurant, Seattle, USA

What can you write in YOUR marketing plan?
We have extracted the following marketing objectives, based on the SWOT analysis, as follows...



  
 

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