the SWOT matrix
an organisation need not pursue the more lucrative opportunities. Developing a competitive advantage might be a better chance for instance by identifying a fit between the strengths of the organisation and upcoming opportunities. in some cases an organisation may overcome one of its weaknesses by making preparations to pursue a compelling opportunity. to develop strategies that take into account the swot profile a matrix of factors concerned can be constructed. the swot matrix (sometimes know as a TOWS matrix) is show below (figure 4.2)