How to describe a company
The main criteria are: the company's position in its industry segment, its performance (dynamics of indicators for the reporting period in the form of a visual chart), market position relative to competitors, quality of the product (services), the main competitive advantages.
By collecting additional information, you can evaluate the effectiveness of the company. To do this, you need to rely on data that can be extracted both directly (for example, open statistics on sales dynamics) and indirectly (data from competitors, a description of the company's strategy in the market), etc.
Auxiliary criteria: advertising strategy (how active is the promotion of goods or services), staff rotation in the company (vacancies, degree of openness), level of management of the company, staff qualifications, social image (presence of charitable projects, care for the environment, etc.) .
If there is an opportunity, talk with the staff, as if by the way ask about how long they have been paid a salary (this is the most important indicator of the stability of the company), if they have a social package, whether it is customary to take a long leave. The attitude to the staff reflects the qualifications of top managers, who ideally should understand that human resources are fundamental to any business.
Use informal sources. For example, in blogs you can find a lot of interesting things, not only about the women's fate of credit officers, but true stories about industrial conflicts. You should not mention them, but this kind of information will help you to create a more accurate impression of the work of the company.
In conclusion, identify the strengths and weaknesses of the company, briefly describe its market strategy, and also identify its possible business prospects, taking into account the data you analyzed.