Analysis of the general position of the company allows us to determine the compliance of its strategy with the external and internal environment, i.e. external market conditions and internal resources and competitive opportunities. In the process of analysis, the position of the company is studied according to five parameters [15 pp.133–162]:
Effectiveness of the company’s current strategy; Strengths and weaknesses of the company, opportunities and threats; Competitiveness of the company in terms of prices and costs; Stability of the company’s competitive position in comparison with the main rivals; Strategic problems of the company.
To answer these questions, four types of analysis are used: SWOT analysis , value chain analysis, strategic cost analysis and a comprehensive assessment of the company’s competitiveness. These are the main analytical tools for identifying the pros and cons of the company’s position, assessing the stability of its market position, opportunities and threats, assessing the competitive position relative to the main competitors. Analysis of the company’s position also allows you to identify hidden problems that require constant Observation.