Strategic planning allows organizations to visualize and build their future and can be conceptualized as an important process to help determine the major purposes of an organization. Therefore, the case study presented is referred to a company in the telecommunications sector, considered as a small company because of the number of people working in it, but due to the wide market it would be considered within the medium-sized company, it started operations Without considering strategic planning, therefore the growth phase in which it is located, is representing a serious problem, since it has not been able to determine the areas of opportunity it has to achieve the goal of staying in the market and continuing to be part of the supply chain for regional companies. Therefore, one of the fundamental parts of strategic planning is precisely the situational analysis, also known as SWOT analysis, which allows the collection and use of data, which makes it possible to know the operating profile of an organization at a given time, since it favors the development and execution of formal planning, from there an objective diagnosis is established for the design and implementation of strategies that help improve the competitiveness of said company.
SWOT analysis and its interaction with strategic planning in companies