Essay from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, University of Portsmouth, language: English, abstract: This essay focuses on the role of the TOWS matrix in strategy work. The purpose of this perspective is to reflect upon the usage, experience and usefulness of using the TOWS (Threats, Opportunities, Weaknesses, Strengths) matrix based on personal impressions and experience made as a strategy consultant working on a strategic project for Nike¿s footwear segment in the USA. A TOWS matrix was created for the presentation. The key findings are that the TOWS matrix facilitates the development of strategic options which consider both external and internal factors. Moreover, the TOWS matrix forces a view on threats and weaknesses to make practitioners aware of aspects that need to be improved, overcome or changed. However, it has also been found that the TOWS matrix can frame and limit the thinking.