TOWS Analysis

TOWS matrix was developed by Weihrich(1982) in addition to the SWOT analysis. TOWS matrix combines the information needed to be able to develop potential strategies based on logical combinations of factors that relate to both strengths and weaknesses. (Ravanavar, 2021). When using the TOWS matrix you must identify how the strengths, weaknesses, opportunities, and threats interrelate to each other. This analysis method generally gives you a better “view” of the business where you can identify opportunities for better decision making in the imminent future. Strategies can be created to eliminate damages to the business by addressing the internal weaknesses thereby leveraging external opportunities. (Kafferine Yamagishi a b et al., 2021)

When using the TOWS analysis threats and opportunities are examined first and weaknesses and strengths are examined last, which is unlike SWOT analysis. (Ravanavar, 2021)

When cross-examining the Prime business itself many factors cross relate to each other such as; The UFC campaign attracting strong attention which has strengthened Prime's position in the market, diversifying the portfolio of partnership which gives Prime a higher likelihood of success; with the backing of partners such as the UFC and Arsenal football club. These partners also give the brand more exposure where non direct customers would be exposed.

(Bethany Shaw, Oliwer Bule and Catriona Veal) 

Where Logan Paul and KSI have used their considerable following to be able to create the brand, the success of the brand has been predominantly based upon their popularity which has remained strong with their combined Instagram following alone being over 37 million (KSI (@ksi) 2023) (Logan Paul (@loganpaul) 2023).  Their following is mostly positive which allows the brand to grow and evolve as the influencers do in their careers, which increases the sales volume of the brand itself.  As long as public perceptions of both influencers remain positive the Prime business does not face any threat due to the influencer’s popularity. Where as negative social perceptions could be detrimental to the brand.

Prime's current weaknesses can be resolved by strategic planning over the coming months if the business chooses to take this direction, for example, Prime currently has a limited range of products and lacks a variety of flavours.  Due to the success of the brands diversification of their portfolio, introducing new products and flavours over a greater period will attract more attention as opposed to a mass release which would have an instant rise in sales volume; but have no long term guarantees of continued sales volume per annum if more were to be realised at once.

The Prime business itself lacks weaknesses due to its strategic placement within the sports sector, strategic planning of product lines and flavours is also a strength of the brand.  However, the slow development of new product lines would prevent wholesalers reselling making legitimate customers struggle to get hold of the product which KSI himself has voiced his frustrations with on many occasions (Youtube, 2023).

 References:

Kafferine Yamagishi a b et al. (2021) Strategic Marketing Initiatives for Small Co-operative enterprises generated from SWOT-tows analysis and evaluated with Promethee-Gaia, Journal of Co-operative Organization and Management. Elsevier. Available at: https://www.sciencedirect.com/science/article/pii/S2213297X21000215 (Accessed: March 6, 2023).

KSI (@ksi) • instagram photos and videos (no date). Available at: https://www.instagram.com/ksi/ (Accessed: March 2, 2023).

KSI reveals he 'hates' the reselling of Prime | Capital FM (2023) YouTube. YouTube. Available at: https://www.youtube.com/watch?v=LOdmHkZvac0 (Accessed: March 6, 2023).

Logan Paul (@loganpaul) • instagram photos and videos (no date). Available at: https://www.instagram.com/loganpaul/ (Accessed: March 2, 2023).

Ravanavar, G.M. (2021) Strategic formulation using TOWS matrix – A case study, International Journal of Research and Development. Available at: https://www.academia.edu/61209236/Strategic_Formulation_Using_Tows_Matrix_a_Case_Study (Accessed: March 6, 2023).

(Bethany Shaw)