TOWS Matrix. Business and Marketing. Term Paper Assignment

TOWS Matrix for Cochlear Company
Name
Institutional Affiliation

	Strengths – S	Weaknesses – W
	Strong brand Robust research Effective customer relations Over-reliance on a single product Lack of strong collaboration
Opportunities – O	SO Strategies	WO Strategies
Unexploited Markets Unexplored partnerships	(S1, S2, S3: O1) Market Development Strategy    “Operation Expand”   (S2, S3: O1) Collaboration Strategy    “Operation Embrace”	(W1: O2) Diversification Strategy   “Operation More”
Threats – T	ST – Strategies	WT – Strategies
Increased Competition Need for Consistent Innovation Lack of Skilled Workforce in Emerging Markets	(S2: T1, T2) Product Development Strategy “Operation Innovate”	(W1: T1) Diversification Strategy  “Operation more”   (W2: T3) Collaboration Strategy “Operation Educate”

                                              Cochlear Limited is a biotechnology company headquartered in Sydney, Australia. Formed in 1981, the company has operations in over 20 countries and a workforce of around 2,800 people (Cochlear, 2018). The company deals with medical devices such as implants, hearing aids, prosthetics, and wireless accessories, among others. The Nucleus cochlear implant and Baha bone conduction implant are some of its most popular products. This paper seeks to evaluate the internal strengths and weaknesses of the company as well as the external threats and opportunities it faces. TOWS matrix will then be used to come up with strategies that the company can adapt to improve its performance.
The internal strengths of the company include high investment in...