1. SWOT Matrix and Analysis (comes from researching the firm, industry, and
competitors). It is important to know the difference between causes and effects in the
SWOT analysis. Causes are important, not effects. Focus on internal and external
analysis when completing this matrix. This matrix should be based on research and
contain quantifiable metrics. There should be 8-10 items in each quadrant, with
research support for each item.
2. Once the SWOT Matrix and Analysis is created, construct the TOWS also known as
the Bivariate Strategy Matrix.
3. Group Map create this based on the firm as a whole or a specific SBU, clearly
identify which method you chose and why.
4. Competitive forces analysis, use PESTLE and Porters Five Forces as the foundation
for this analysis. Clearly identify the factors that are impacting the firm, research is required to support the position taken in your narrative.
