From the starting point for determining where your company is today and in which direction it should go in the future, undertake a review and evaluation of your company's internal environment. This includes assessing the resources available to it and its weaknesses and strengths in various functional areas such as current services, products that are ahead of competitors, operations, and marketing.
Also, assess other internal factors such as human resources, financial resources, organizational structure, planning for 3 or 5 years, and every kind of control system. Relationships with customers and principals, as well as the company image, are important. Use SWOT as the best measurement.
Best regards,
John