The internal diagnosis is an internal analysis that includes the same headings as the marketing-audit. It takes into account the company and its performance, the environment, the market and the strategy. In concrete terms, it is a self-analysis of the company’s current and potential competitiveness in its target markets. This type of diagnosis consists on the one hand in identifying the strengths and weaknesses of the company in relation to the competition in the target markets. On the other hand, it determines with precision the functions of the company within the framework of a project of creation of product or service or development of activity.
Conducting an internal audit involves, among other things:
- Evaluation of the company’s potential for action in relation to the characteristics of the market,
- the regular assessment of the company’s strengths and weaknesses in each of its areas of activity.