كلية العلوم الإقتصادية، التجارية وعلوم التسيير

This teaching handout is designed for first-year Master’s students specializing in Economics and Enterprise Management. It provides a conceptual and methodological foundation for assessing the situation of an economic enterprise and explaining its performance. Enterprise diagnosis is presented not merely as the description of outcomes or the identification of dysfunctions, but as a systematic process for uncovering their causes, distinguishing strengths from weaknesses, and using evidence to inform managerial and strategic decisions. The material is structured around four interconnected units. The first develops the meaning, characteristics, and relevance of enterprise diagnosis, distinguishing it from control, auditing, and evaluation. The second addresses internal diagnosis by examining resources, capabilities, and core financial, production, commercial, human-resource, and organizational functions. The third considers external diagnosis, focusing on the general and competitive environments and the opportunities and threats they create. The fourth unit integrates internal and external findings through strategic diagnosis, introducing analytical tools such as SWOT, the BCG matrix, and the GE/McKinsey model to support the evaluation of strategic alternatives. Overall, the handout encourages an integrated understanding of the enterprise as an open system and helps students progress from data collection and indicator analysis to problem interpretation and well-founded recommendations.