TOWS Analysis: Common Mistakes Students Make and How to Avoid Them

The TOWS Analysis is a powerful strategic tool used in business and academic research to help organisations develop strategies based on their Strengths, Weaknesses, Opportunities, and Threats (SWOT). Unlike a basic SWOT analysis, which focuses on listing factors, TOWS goes further by integrating these factors to develop actionable strategies.

However, many university students misuse or misinterpret TOWS Analysis, which can lead to poorly structured reports and lower marks. In this blog post, we will explore:

• Common mistakes students make when using TOWS Analysis
• How to avoid these mistakes
• Tips on how to apply TOWS effectively in your university reports

If you want to do well in your assignments, read on to ensure you are using TOWS correctly.

Common Mistakes Students Make in TOWS Analysis

Even though the TOWS Matrix is a straightforward tool, many students fail to apply it correctly. Below are some of the most frequent mistakes and how to avoid them.

1. Treating TOWS as Just Another SWOT Analysis

One of the most common errors is failing to differentiate between SWOT and TOWS. Many students simply list strengths, weaknesses, opportunities, and threats without integrating them into actionable strategies.

• Mistake: Writing a TOWS Analysis that looks exactly like a SWOT analysis with no real strategic insights.
• Why It’s Wrong: TOWS is meant to go beyond SWOT by developing strategies that connect internal and external factors.

How to Avoid This Mistake:

• Do not just copy and paste your SWOT factors into a TOWS matrix.
• Focus on strategy development by combining internal factors (strengths and weaknesses) with external factors (opportunities and threats).
• For example, if a company has a strong brand reputation (Strength) and operates in a market with rising demand for eco-friendly products (Opportunity), a TOWS-based strategy could be to launch a new line of sustainable products.

2. Poorly Defined or Generic Strategies

Another major issue is writing vague, generic, or unrealistic strategies in the TOWS Matrix.

• Mistake: Listing broad strategies like “expand the business” or “reduce weaknesses” without explaining how.
• Why It’s Wrong: A TOWS Analysis should produce specific, actionable strategies, not general business advice.

How to Avoid This Mistake:

• Be specific when developing strategies. Instead of writing “improve customer service,” write “introduce AI-driven customer support to reduce response time by 50%.”
• Ensure that each strategy directly links to the internal and external factors identified.
• Use clear, actionable language to describe how the strategy will be executed.

3. Ignoring the Strategic Linkages in TOWS

Many students fail to properly connect strengths, weaknesses, opportunities, and threats when forming strategies. Instead, they write disconnected statements without a clear logical flow.

• Mistake: Writing strategies that do not clearly show how internal and external factors interact.
• Why It’s Wrong: The purpose of TOWS is to develop integrated strategies that leverage strengths, address weaknesses, exploit opportunities, and counter threats.

How to Avoid This Mistake:

• Ensure that each strategy clearly combines at least one internal and one external factor.
• Example of a correct TOWS strategy: “Use the company’s strong R&D capabilities (Strength) to develop innovative products that align with changing consumer preferences (Opportunity).”

4. Overloading the Matrix with Too Many Strategies

While it is good to have a detailed analysis, listing too many strategies in the TOWS matrix can make it confusing and unfocused.

• Mistake: Including too many strategies in each quadrant, making it difficult to prioritise key actions.
• Why It’s Wrong: A cluttered TOWS Matrix reduces clarity and weakens the impact of your analysis.

How to Avoid This Mistake:

• Prioritise the most impactful and realistic strategies rather than listing every possible option.
• Focus on quality over quantity—three to four well-explained strategies are better than 10 vague ones.

5. Failing to Justify the Strategies

Another mistake is not providing explanations or justifications for the strategies listed in the TOWS Matrix.

• Mistake: Simply listing strategies without explaining why they are appropriate.
• Why It’s Wrong: A high-quality report should demonstrate critical thinking by justifying why each strategy makes sense.

How to Avoid This Mistake:

• After each strategy, briefly explain why it is the best course of action.
• Example: Instead of just saying “Expand into new markets”, justify it by saying “The company’s strong financial position (Strength) enables it to invest in overseas expansion, reducing its reliance on the saturated domestic market (Threat).”

How to Use TOWS Analysis Effectively in a Report

Now that you know what not to do, let’s discuss how to use TOWS correctly in your university reports.

1. Clearly Explain the Purpose of TOWS Analysis

Before presenting your TOWS Matrix, provide a short introduction explaining:

• What TOWS Analysis is
• Why it is being used in your report
• How it differs from SWOT

This helps to set the context and show that you understand the strategic purpose of the tool.

2. Develop Logical, Well-Linked Strategies

When using TOWS in your report, ensure your strategies are:

• Realistic and achievable based on the company’s current resources.
• Clearly linked to SWOT factors rather than generic suggestions.
• Balanced across the four quadrants (SO, WO, ST, WT) to provide a complete strategic outlook.

3. Justify Your Strategic Choices

• Do not just list strategies—explain why they are the best approach.
• Use evidence, data, or industry insights to support your recommendations.

4. Structure Your Report Effectively

A well-structured report will improve readability and help you score higher marks. Your report should follow this flow:

• Introduction: Define TOWS and explain its relevance.
• SWOT Breakdown: List key internal and external factors.
• TOWS Matrix: Present concise, strategic recommendations based on the SWOT factors.
• Analysis and Justification: Discuss why these strategies are the most effective choices.
• Conclusion: Summarise key insights and next steps for the organisation.

5. Use a Professional, Analytical Tone

• Maintain formal academic language.
• Avoid overly descriptive or informal writing—focus on analysis and strategic recommendations.
• Ensure clarity and logical flow in your arguments.

Final Thoughts

TOWS Analysis is a highly effective strategic tool, but only if used correctly. Many students make avoidable mistakes that weaken their analysis and impact their report grades.

To use TOWS effectively in your reports:

• Do not treat it as just another SWOT analysis—focus on strategy development.
• Ensure strategies are specific, well-linked, and justified.
• Avoid overloading the matrix with too many vague ideas.
• Provide clear justifications for your recommendations.
• Structure your report in a logical and professional manner.

By following these best practices, you will not only improve your understanding of strategic management but also produce high-quality reports that demonstrate critical thinking and business acumen.