Abstract. Strategic management is a key component in any business. It represents the continuous process of creating, implementing and evaluating decisions that help the organization to be more productive, by guiding the allocation of resources to achieve goals. Depending on the strategy that a company wants, which aims to create a competitive advantage, several techniques are used. Making a correct diagnosis using the optimal ways to achieve this is a key element in any analysis. Viewed as a cybernetic system, the company must be analyzed from the point of view of the efficiency and effectiveness of internal processes, as well as from the perspective of analyzing the factors in the environment in which it operates. In this research, the diagnosis was made by Adobe using SWOT analysis, one of the most used analysis techniques, but correctly interpreted and performed is still one of the most accurate techniques. The identification of key performance indicators and their analysis is another topic that we address in this article.

Keywords: SWOT analysis, key performance indicators, BCG matrix.