Below, some of the most important elements to consider when carrying out the internal diagnosis of a company are listed and characterized with a view to developing a strategic plan for it.
Description of the products or services offered by the company
In this part, a description is made of the different products that the company produces or markets. If it is a service company, it must describe the services it offers. This should be short but precise, so that a clear image of your company's offer for the market where it operates is illustrated (ACADEM, 2020).
Time of operation and evolution of the company in the market
As is known, companies start their operations at a specific time, context and reality. However, it can advance or go back in time according to the vision of its executives and the way they circumvent the business, taking advantage or not of opportunities and taking actions to defend against the threats that come their way. The important thing here is to highlight how it has evolved over time, highlighting by points of change.
Geographic market where the company operates
This point is related to the different geographical areas where the company operates. In this sense, Argudo (2017) states that this is important because companies distribute their products or services in different cities, provinces, regions, countries, or continents. This geographic segmentation provides you with relevant information when designing different strategies related to your company's offer, which must be differentiated in each geographical area where it operates.
Company staff
Here the number of people who work in the company must be described, classifying it by area, sex, age, origin and academic level, this helps to understand the profile of the collaborators in a clear and precise way.
Organization chart
When talking about the organization chart of the company, he refers to the graph that illustrates the administrative structure of the company, which reflects: the organizational levels, the positions of the General Management by levels, the vertical and horizontal relationship between the departments, the lines of command and staff staff.
Governance structure
When speaking of the corporate governance of a company, he refers to the framework of norms and practices that are carried out in it. It is related to the structures and processes for the management of the companies, in which the highest administration body has to ensure that accountability, management with equity and transparency are carried out in the relationship of the company with related actors (Board of Directors, shareholders, customers, employees, government and the community) (Bolsa Mexicana de Valores, 2012).
In particular, it must be identified whether the type of authority exercised corresponds to autocratic, democratic or liberal. Autocratic, is one where the management orders to do and expects obedience from the collaborators, without questioning it must carry out the assigned tasks; in the democratic one, the administration gives participation to its collaborators, taking into account their ideas and suggestions, whenever the convenience of their implementation is considered. Finally, the liberal corresponds to laissez faire (to let do), in this, each collaborator takes action on her tasks, and is not always questioned in the way she works or guides her work in the organization.
Existing function standards and manuals
Having regulations in the organization is important insofar as it guides the actions of the members, without leaving to discretion what to do and how to do it, since subjectivity and therefore distortion would come in to achieve the organizational objectives. It is clear that there must be defined, known and applied in organizations: both general and particular policies, procedures and regulations. All this generates a sense of organization and lasting institutionality. Therefore, those that exist and those that are not available at the time of analysis should be identified in the diagnosis.
Clarification of the company's competitive situation
According to Marketing-XXI (2020), competitive analysis is a process that consists of relating the company to its environment. Competitive analysis helps to identify the strengths and weaknesses of the company, as well as the opportunities and threats that affect it within its target market. This analysis is the basis on which the strategy will be designed, for this we must know or intuit as soon as possible (p.1).
To clarify the competitive situation of the company, different tools are available to help define it. These include:
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