David Parrish
international management consultant and trainer
Ideas and Tools

Internal Analysis (Internal Audit)

Internal Analysis or Internal Audit using the MAPSCARE and PRIMEFACTTM ChecklistS

When devising a business strategy, organisations need to be aware of their own strengths and weaknesses as well as the opportunities and threats in the external environment, and this is often achieved by using a SWOT Analysis. Whilst an External Audit might use an ICEDRIPSTM Analysis, a useful tool for undertaking an internal audit is provided by the acronym MAPSCARE.

MAPSCARE invites us to assess the strengths and weaknesses of our own business or organisation using eight headings as follows:

Money, ie Financial Resources. How much do we have to invest?
Agility (or Nimbleness or Changeability). Are we able to change our strategy and/or culture easily, or are we unable to change?
People. Our staff, employees, directors, members and other stakeholders.
Skills - and the ability to learn new skills. What skills do we have and not have? Are we a Learning Organisation?
Customers, or Customer Base. What size of customer base do we have? Do we have the right customers?
Alliances, Partnerships and Networks. What are the strengths and weaknesses of our associations with other businesses and organisations (including government)?
Reputation (or Brand). What are the strengths - or weaknesses - of our brand or brands?
Ethos (or Culture). What is the nature of our organisational culture?

The PRIMEFACTTM Checklist is particularly suitable for businesses in the Creative Industries.

Tip: the best way to use MAPSCARE is to jot down lots of ideas quickly - maybe in a group - and without pondering or challenging them at first. Afterwards you should sift through them to identify the important few factors from the trivial many. (According to the Pareto Principle, it is likely that about 20% of the factors will represent 80% of the potential effect on your business.)


Note: This web page is not intended to provide comprehensive coverage of the subject, merely a brief introduction to provoke thought and to lead to a more in depth understanding and application of the topic, either through further reading - or from me as your management consultant, executive trainer or personal coach in a consultancy project, training course, workshop or seminar.



David Parrish. 2003. All rights reserved.

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