How can the Application of SWOT Analysis and the TOWS Matrix be Promoted in SMEs to Enhance Managerial Effectiveness?

Authors

  • Pornsri Laurujisawat Assistant Professor, Institute of Entrepreneurial Science Ayothaya
  • Tavorn Somboonsuwan Student, Business Administration Student Institute of Entrepreneurial Science Ayothaya

Keywords:

Strategic management, SWOT analysis, TOWS matrix, Entrepreneurs, SMEs

Abstract

Small and medium-sized enterprises (SMEs) play a pivotal role in economic and social development. Strategic management is recognized as a sustainable approach to enhancing competitiveness. Nonetheless, many SMEs have yet to apply theoretical frameworks. This study investigates how to foster strategic management practices in SMEs. SWOT analysis, known for its simplicity, becomes more robust when combined with the TOWS Matrix. Case studies from four SMEs in different countries confirm the tools’ practical success. Results emphasize the critical role of leadership in knowledge development and resource allocation. Furthermore, formal coaching systems are essential. These mechanisms can help SMEs effectively translate academic strategies into actionable organizational practices.

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Published

2025-09-15

Issue

Vol. 31 No. 3 (2025): July - September 2025

Section

Academic Article

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