TOWS MATRIX

The TOWS Matrix is widely used among both practitioners and academicians of

strategic management. This analytical tool utilizes the underlying internal and external

factors to generate strategies that would be feasible to consider. Basically the TOWS

Matrix matches key external and internal factors as a basis for generating feasible

strategies.

The Imerex Plaza Hotel can take the advantage of its opportunities using its strengths.

The hotel can consider branching out to location that will be accessible to tourist and

other leisure amenities other than pool or bar. Most customers prefer hotels that has

gym, billiards and other amenities that will give them a relaxing feels.

The firm weaknesses can also be overcome through its opportunities such as being

possible tie up with travel agencies and tour operators that may help the hotel in

advertising and opening linkages to industry.

Threat of the hotel can be minimized by the use of its strengths. Maintaining the

affordable room rates and quality of the service to attract more guests through word-of-

mouth advertisement.

Delighted or satisfied customer will surely advertise your company to its relative and

friends. Offering innovative products or services to sustain the ever-changing

preference of customers will also gain benefits in the hotel. This can be further used to

compete with other firms offering similar products and services.

Furthermore, strategies can be formulated to address companys weaknesses and

threats. The hotel conduct aggressive advertisement through TV, magazines,

newspapers, radio and internet. The firm may also consider billboard advertisement

along the highways of Angeles City, Balibago, Clark, Dau and NLEX to increase

awareness of the hotel.

THREATS OPPORTUNITIES
1. Growth of existing 1. Philippine hotel
competitor industry growth and
2. Intensive hotel developed
marketing strategies 2. Increased in tourist
of competitors arrivals in DMIA
3. Government policies 3. Innovation
and regulations about 4. Online market
hotel industry 5. New services
4. Room price
competition
5. Change in customers
preference
STRENGTHS ST-Strategies SO-Strategies
1. Loyal customer Maintain the Expand geographic
2. Competitive Price affordable room rates location by branching
3. Commitment to citys and products to out
events clients/guests (S1, 01, 02)
4. Versatile and (S2, T4) S2 Market
supportive S3 Development
management Product/Services
Development
Improve quality of
product and services
to clients/guests
(S4, T5)
S3
Product/Services
Development
WEAKNESSES WT-Strategies WO-Strategies
1. Lack of strong brand Formulate strategies Tie up with Travel and
image for building brand tour operators and
2. Lack of strong image of the hotel include them in
marketing arm through positive write company itinerary
3. No leisure to offer ups and comments of (W3, 05)
other than pool and credible people S3 Services
bar (W1, W2, T2) Development
4. Business Location S2 Market Put up other hotel
Penetration leisure amenities
Utilize other (Gym, Golf Course
marketing strategies and other sports hotel
 such as TV related)
Commercials and (W3, O6)
Radio Advertisement S2 Market
(W2, T1) Development
S2 Market
Penetration

Table 7
TOWS Matrix