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TOWS Matrix For UCB

The document outlines a TOWS matrix analysis for a clothing brand. It identifies the brand's internal strengths as its established name, global and national presence, high quality clothes, focus on knitwear, strong distribution, CSR initiatives, and strong R&D. Opportunities include online retailing, expanding product lines, diversifying markets, and strengthening social media presence. Threats include high brand switching, stiff competition, changing FDI policies, and changing consumer tastes. Recommended strategies include opening an online store, hiring social media marketers, expanding product categories, and targeting different age groups.

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Ankita Raghuvanshi
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597 views2 pages

TOWS Matrix For UCB

The document outlines a TOWS matrix analysis for a clothing brand. It identifies the brand's internal strengths as its established name, global and national presence, high quality clothes, focus on knitwear, strong distribution, CSR initiatives, and strong R&D. Opportunities include online retailing, expanding product lines, diversifying markets, and strengthening social media presence. Threats include high brand switching, stiff competition, changing FDI policies, and changing consumer tastes. Recommended strategies include opening an online store, hiring social media marketers, expanding product categories, and targeting different age groups.

Uploaded by

Ankita Raghuvanshi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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TOWS MATRIX Opportunities (O) 1. Online Retailing 2. Expand product line 3. Diversify to new market segments 4.

Strengthen social media presence


Internal Strengths (S)

Threats (T) 1. 2. 3. 4. High brand switching Stiff Competition FDI policy Changing consumer tastes

SO
Maxi-Maxi Strategy Open an online store Hire a social media marketing team. Increase focus on other product categories like bags, sunglasses etc. Extend product line to cater to different customers.

ST
Maxi-Mini Strategy Hire designers to improve the collection to suit customers needs. Build cost efficiencies by process innovations and supply chain management to raise the barriers to entry of new players and build competitive advantage over existing ones.

1. Estd. Brand name 2. Strong global & national presence 3. High quality clothes 4. Famous for knitwear 5. Strong distribution 6. CSR initiatives 7. Strong R&D
Internal Weaknesses (W)

WO
Mini-Maxi Strategy Launch separate collections for different age groups. Increase market share by catering to other age groups as well. Make ads to address the countrys local issues and also launch CSR programs to help with them.

WT
Mini-Mini Strategy Reduce the threat of competition by diversifying the product portfolio. Increase/retain market share by increasing customer loyalty through loyalty programs and discounts.

1. Focus only on youth 2. Limited market share 3. Brand linked with controversial ads.

Types of Strategies
1. SO (Maxi-Maxi Strategy)
These are the strategies that use strengths to maximize opportunities.

2. ST (Maxi-Mini Strategy)
These are the strategies that use strengths to minimize the threats.

3. WO (Mini-Maxi Strategy)
Strategies that minimize weaknesses by taking advantage of opportunities.

4. WT (Mini-Mini Strategy)
These are the strategies that minimize weaknesses and avoid threats.

Strategies Chosen For UCB

1. SO Strategies
Open an online store Hire a social media marketing team. Increase focus on other product categories like bags, sunglasses etc. Extend product line to cater to different customers.

2. WO Strategies
Launch separate collections for different age groups. Increase market share by catering to other age groups as well. Make ads to address the countrys local issues and also launch CSR programs to help with them.

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