Internal and external strategic diagnosis as a basis for formulating business strengthening strategies: a case study of an SME in the commercial and logistic sector in southern Colombia
https://orcid.org/0000-0002-5460-6687
In business environments characterized by high economic uncertainty, accelerated technological transformation, and increasing competitive pressure, strategic planning has become a fundamental instrument for strengthening organizational sustainability and competitiveness, particularly in small and medium-sized enterprises (SMEs). Although multiple approaches to strategic analysis exist, empirical evidence on the integrated application of diagnostic tools in SMEs located in intermediate Colombian regions remains limited. In this context, the objective of this study was to formulate a strategic plan aimed at strengthening a SME in the commercial and logistics sector in southern Colombia through an internal and external organizational diagnosis. The research adopted a quantitative approach with a descriptive scope and case study design. For the external diagnosis, the POAM and EFE matrices were employed, while the internal analysis relied on a structured survey, the PCI matrix, and the IFE matrix. Subsequently, strategic formulation was conducted using the SWOT matrix. The results revealed a favorable competitive position, with scores of 3.10 in both the EFE and IFE matrices, indicating above-average capacity to respond to internal and external factors. Opportunities related to digitalization, commercial expansion, and regional growth were identified, while major threats included inflation, tax pressure, and rising logistics costs. Internally, key strengths were found in leadership, inventory management, and commercial digitalization, whereas weaknesses persisted in logistics, managerial control, and organizational climate. The study concludes that integrating strategic diagnostic tools strengthens managerial decision-making and enhances SMEs’ adaptive capacity in complex regional contexts.
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