How to describe the company
The main criteria: the position of the company in its sectoral segment, its performance (the dynamics of the indicators for the reporting period in the form of a graphic diagram), the position in the market relative to competitors, the quality of the product (services), the main competitive advantages.
By collecting additional information, you can assess the effectiveness of the company. For this, it is necessary to rely on data that can be obtained both directly (for example, open statistics of sales dynamics) and indirect (competitors' data, description of the company's strategy on the market), etc.
Supporting criteria: advertising strategy (how actively promotion of goods or services), rotation of staff in the company (the availability of vacancies, the degree of openness), the level of the company's management, the qualification of personnel, the social image (the existence of charitable projects, care of the environment, etc.) .
If there is an opportunity, talk to the employees, as if by the way, ask if they have raised their salaries for a long time (this is the most important indicator of the company's stability), whether they have a social package, or whether to take a vacation for a long time. Attitude to the staff reflects the degree of qualification of top managers, who ideally should understand that the human resource is the main one in any business.
Use informal sources. For example, in blogs you can find a lot of interesting not only about the female destinies of credit department employees, but true stories about industrial conflicts. You do not need to mention them, but this kind of information will help you to make a more accurate impression of the company's work.
In conclusion, identify the strengths and weaknesses of the enterprise, briefly describe its market strategy, and determine its possible business prospects, taking into account the data analyzed by you.