SMEs must carry out an analysis of the micro and macro environment that is necessary to counteract threats. Then internal and external factors must be identified to evaluate opportunities, threats, strengths, and weaknesses to establish a correlation between causes and effects, to determine the current situation of the enterprise, and to find areas of improvement. The information analysis is performed using tools applied and tailored to the development of this model, such as PESTEL and Porter's five forces, CAM (competitiveness analysis matrix), EFE and EFI analysis matrix, SWOT analysis, strategic maps, and the balanced scorecard.