The application of internal analysis tools plays a key role in the organizational management of companies, since they allow the identification of the main strengths and weaknesses, which facilitates the decision-making process. Therefore, the use of internal evaluation techniques is a fundamental instrument to promote organizational development. The case study deals with the application of the internal factors evaluation matrix (MEFI) with the objective of establishing the strengths and weaknesses of the internal management of "Multicomercio Don Saúl". The research methodology applied has a descriptive scope, made up of deductive and inductive methods. The interview with a supervisor of the activities in the establishment analyzed and the MEFI Matrix were also used as techniques, with the intention of consolidating the most relevant information on the premise of the study. The results show that the company's strengths are: location, customer loyalty, market share and business leadership; while the weaknesses detected were limited infrastructure, lack of training workshops, inadequate customer service, weak organizational communication, absence of marketing techniques such as merchandising and poor internal control of activities. Therefore, it is concluded that the organizational management of Multicomercio Don Saúl has not considered the application of internal evaluation techniques, which allow establishing an effective decision making process.The application of internal analysis tools plays a key role in the organizational management of companies, since they allow the identification of the main strengths and weaknesses, which facilitates the decision-making process. Therefore, the use of internal evaluation techniques is a fundamental instrument to promote organizational development. The case study deals with the application of the internal factors evaluation matrix (MEFI) with the objective of establishing the strengths and weaknesses of the internal management of "Multicomercio Don Saúl". The research methodology applied has a descriptive scope, made up of deductive and inductive methods. The interview with a supervisor of the activities in the establishment analyzed and the MEFI Matrix were also used as techniques, with the intention of consolidating the most relevant information on the premise of the study. The results show that the company's strengths are: location, customer loyalty, market share and business leadership; while the weaknesses detected were limited infrastructure, lack of training workshops, inadequate customer service, weak organizational communication, absence of marketing techniques such as merchandising and poor internal control of activities. Therefore, it is concluded that the organizational management of Multicomercio Don Saúl has not considered the application of internal evaluation techniques, which allow establishing an effective decision making process.La aplicación de herramientas de análisis internos juega un rol protagónico en la gestión organizacional de las empresas; debido a que permiten identificar las principales fortalezas y debilidades, lo cual facilita el proceso de toma de decisiones. Por lo tanto, la utilización de técnicas de evaluación interna se constituye en instrumentos fundamentales para fomentar el desarrollo empresarial. El caso de estudio trata sobre la aplicación de la matriz de evaluación de factores internos (MEFI) con el objetivo de establecer las fortalezas y debilidades que posee la gestión interna del “Multicomercio Don Saúl”. La metodología investigativa aplicada tiene un alcance descriptivo, conformada por los métodos deductivo e inductivo. También se utilizaron como técnicas la entrevista dirigida a un supervisor de las actividades en el establecimiento analizado y Matriz MEFI, con la intención de consolidar la mayor información relevante sobre la premisa de estudio. Los resultados demuestran que las fortalezas de la empresa son: localización, fidelización de clientes, participación del mercado y liderazgo empresarial; mientras que las debilidades detectadas fueron infraestructura limitada, ausencia de talleres de capacitación, inadecuado servicio al cliente, endeble comunicación organizacional, omisión de técnicas de mercadotécnica como el merchandising y escaso control interno de las actividades. Por lo tanto, se concluye que la gestión organizacional del Multicomercio Don Saúl no ha considerado la aplicación de técnicas de evaluación internas que permitan establecer un proceso de toma de decisiones efectivo.