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How does this work and when I’m I expected to use this model. Is it not similar to using SWOT as a strategic direction e.g using strenght to exploit opportunity, remove weaknesses etc
Well, basic SWOT identifies things but does not, of itself, tell you how to react to those. TOWS helps there. So:
If you have a strength which matches with an opportunity – go for it! For example, a new contract comes up for tender (opportunity) and you have exactly the right resources and competencies (strengths) to win and make the contract a success.
If you are faced with a threat, such as a new competitor entering the market, try to use your strengths such as a good reputation for reliable service to defend yourself.
If there is an opportunity which relies on you having certain strengths where you are, in fact weak, you have to get round that problem eg by buying in expertise or subcontracting, of finding a competent partner.
If there is a threat and it attacks where you are weak (eg a manufacturer with a reputation for very high quality starts making goods where you have a reputation for low quality), you might have to give in and withdraw from that market. It is going to be hard for you to fight a strong opponent from a position of weakness.
HTH
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