Nike TOWS Analysis Guidelines 1. Review your SFAS Matrix and identify what you believe to be the two most strategic S,W,O, and T factors facing your firm. 2. Place these eight factors on your TOWS matrix, with the two Opportunities and the two Threats going down the first right column. Place your two Strengths and your two Weaknesses in the first row at the top of the TOWS matrix. 3. Review a sample TOWS matrix example template to ensure you have your S,W,O, and T factors correctly positioned. 4. Designate each factor as either #1 or #2. 5. Crate what you think are the four best strategies using the S,W,O, and T factors. 6. Create a SO Strategy using either one of your Strengths and Opportunities. 7. Create a WO Strategy using either of your Weaknesses and Opportunities. 8. Create a ST Strategy using either of your Strengths and Threats. 9. Create a WT Strategy using either of your Weaknesses and Threats. 10. Designate which factor (S2/T1, W1/T1) you are using. 11. Each of these strategies should incorporate the two factors you have selected. You can use the same factor, say S1 in both strategies. 12. See the TOWS analysis