New approach to evaluate the TOWS matrix and its application in a mining company

Abstract

SWOT analyses and the closely related TOWS matrix are frequent starting points for an organization to develop its strategy. The paper deals with the evaluation of the TOWS matrix and presents three novel approaches to evaluate the different factors of the TOWS matrix, namely (1) approach to evaluate the factors with identical weights; (2) approach to evaluate factors with their weights determined within the different quadrants of the TOWS matrix; and (3) approach to evaluate factors with weights determined within the whole TOWS matrix. The third approach has two variants. The proposed approaches to evaluate the TOWS matrix were tested on a SWOT analysis of a significant mining company in the Czech Republic. The results imply that the strategy W-T (weaknesses-threats) is recommended in three cases, while the strategy S-T (strengths-threats) is recommended once. The paper may be valuable for managers responsible for strategic planning.