Caso Balanced Scorecard

“El éxito comienza con la voluntad” Balanced Scorecard

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Conce  ptualizar la metodología del Conceptualizar  Balanced Scorecard como una herramienta gerencial  Reconocer la importancia de una correcta definición de la visión compartida y la estrategia corporativa  Conocer la forma de implementar esta metodología en cualquier tipo de empresa (cualquier nivel de la organización)   Aprender a construir indicadores de gestión y comprender la importancia de estos, en la generación de valor para la la 

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PARA ENTORNOS ESTABLES BARRERA DE LA VISIÓN

Solamente el 5 % de los trabajadores entiende la estrategia BARRERA DE LA GENTE

El 25 % del personal de las empresas se siente motivado y comprometido

BARRERA DE APRENDIZAJE

9 de 10 empresas fallan por la ejecución de la estrategia

El 85 % de los ejecutivos gastan menos de una hora por mes en la discusión de la estrategia

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Objetivos: 2. Aaaaaaaaaaaa Misión 3. Bbbbbbbbbbb Visión 4. Cccccccccccc Estrategias 5. Ddddddddddd 6. Eeeeeeeeeeee

Es lo primero que se pierde de vista Cada uno hace lo que puede, ahora son solo disculpas y explicaciones

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es algo que fundamenta su existencia y sus funciones como un todo, mediante la interacción de sus partes

• Un

sistema

PREMISAS  • Cada persona es un sistema -cada trabajador 

tiene su pensamiento-

propio

• Todo se ha vuelto más complicado la

estrategia desarrolla una sola idea -

• Estamos rodeados de sistemas

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

Método para identificar algunas reglas, series, patrones y sucesos a fin de prepararnos de cara al futuro e influir sobre él en alguna manera (nuestro modelo mental a veces no nos deja ve la realidad)



Aporta control a las decisiones (se soluciona e 100 %, o algo de él vuelve a ser el 100 %) %)



Es la percepción del todo estructural y no solo del acontecimiento parcial, pretende - y lo consigue - ayudar al enfoque estratégico a

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ANÁLISIS DE PROBLEMAS CON PENSAMIENTO SISTÉMICO Un problema no es la ausencia de sus solución, sino un estado existente negativo

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ANÁLISIS DE PROBLEMAS DE FORMA SISTÉMICA Ejemplo: Empresa de Transporte

ÁRBOL DE PROBLEMAS Problema

PERDIDA DE CONFIANZA EN LA EMPRESA TRANSPORTADORA

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¿ES CIERTO O FALSO? 

La causa y el efecto están separados y el efecto se produce después de la causa Falso.- La causa y el efecto siempre van juntos

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¿Cómo las organizaciones mejoran calidad y reducen los tiempos de ciclo de sus procesos internos? Personal com  petente y motivado competente

¿Cómo una empresa logra la lealtad o fidelidad del cliente?

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Aplicando pensamiento sistémico

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

Son los propósitos centrales que definen el direccionamiento, el crecimiento, nivel de competencia y rentabilidad de la empresa



Constituye el eje central que define la hipótesis de la estrategia de la empresa



Se expresan de una forma global (macro) y se

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VISIÓN COMPARTIDA Abril 2.007 Nos vemos como lideres en el diseño y confección de chaquetas informales, con amplia solidez financiera y un talento humano competente y responsable, realizando su mejor esfuerzo por  conquistar y mantener “fidelizados” a nuestros clientes y consolidados a nuestros nu estros proveedores

OBJETIVOS ESTRATÉGICOS PERSPECTIVA FINANC FINANCIERA IERA • • • •

Equilibrar el cash flow Incrementar ingresos (ventas) Controlar costos operacionales Mejorar rotación de inventarios

PERSPECTIVA INTERNA • • •

Lograr estándares de diseño superior  Diferenciar productos actuales Consolidar outsourcing

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MAPA ESTRATÉGICO EMPRESA DE CONFECCIONES ABC S.A. FINANZAS SANAS

CLIENTES SATISFECHOS

PROCESOS EFECTIVOS

Mejorar  Rotación de inventarios

Controlar  costos operacionales

Incrementar  ingresos

Equilibrar  Cash flow

Desarrollar  alianzas

Centrarse en clientes VIP

Aumentar  satisfacción

Incrementar  participación en el mercado

Consolidar  outsourcing

Lograr estándares de desempeño superior 

Diferenciar  productos actuales

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¿CÓMO NOS VEMOS ANTE LOS SOCIOS, ACCIONISTAS O DUEÑOS? La perspectiva financiera: Define el desempeño financiero Es el objetivo obj etivo final de las otras perspectiv perspectivas as Nos proporciona los indicadores de resultado Mide las consecuencias económicas de las decisiones de la organización • Traduce la dirección estratégica en valor  • Permite ver como afectan al valor los indicadores de la otras perspectivas • • • •

Ejemplos de objetivos estratégicos

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MEJORAR EL EVA

Reducción de costos

Crecimiento de los ingresos

• • •

Ventas Inversiones Nuevos proyectos

Incremento de la productividad • Costos unitarios Gastos •

Uso optimo de los activos

Control ciclo de caja • Utilización de activos Control de •

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¿CÓMO NOS VEN NUESTROS CLIENTES? La perspectiva del cliente permite: Identificar segmentos del cliente y de mercado en los cuales queremos competir  • Enfocar los objetivos hacia los clientes • Diseñar una estrategia que sea bien aceptada por el mercado •

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CUOTA DEL MERCADO Refleja la proporción de ventas, en un mercado dado (en términos de números de clientes, dinero gastado o volumen de unidades vendidas), que realiza una unidad de negocios

INCREMENTO DE CLIENTES

RENTABILIDAD DE CLIENTES

RETENCION DE CLIENTES

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¿EN QUE DEBEMOS SER EXCELENTES? En esta perspectiva se debe: • • •

Identificar los procesos críticos Identificar mejoras a sistemas actuales Determinar que nuevos procesos permitirán lograr mayor  rentabilidad en el futuro

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EL BSC RECOMIENDA DEFINIR UNA CADENA DE VALOR DE LOS PROCESOS INTERNOS

Identificar  necesidades de clientes

Identificar  mercados

Crear el producto o servicio diferido

Elaborar  producto o servicio

Entregar  producto o servicio

Servicio al cliente

Necesidades del cliente satisfecho

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CONSTRUYAMOS CONSTRUY AMOS LA CADENA DE VALOR DE LOS PROCESOS CLAVES EMPRESA ABC S.A. La cadena de valor  es

el conjugo de procesos concatenados y secuenciales que llevan a cabo la misión de la empresa. La cadena de valor involucra procesos de diseño, producción, distribución, marketing y ventas, y servicio al cliente

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¿CÓMO SOSTENEMOS NUESTRA

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CLIENTES

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Los mapas deben proyectarse a mínimo a cinco (5) años

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MEJORES PRACTICAS DE EMPRESAS FOCALIZADAS EN LA ESTRATEGIA

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LA CREACIÓN DE VALOR DESDE LOS INTANGIBLES Los activos intangibles no tienen un impacto directo en los resultados financieros, usualmente usualmente el impacto es de segundo segundo o tercer orden

Entrenamiento Calidad del Servicio

Tecnología de Información

Confianza de Clientes

Retención de Clientes

Ingresos

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LA CREACIÓN DE VALOR DESDE LOS INTANGIBLES Los activos intangibles deben ser  alineados para la creación de valor 

Valor para el Accionista a largo plazo Estrategia de Crecimiento

Estrategia de Productividad

Perspectiva Financiera erspectiva Cliente

Mejorar estructura de costos

Mejorar la utilización de activos

Nuevas fuentes de ingresos

Propuesta de valor para los clientes Precio

Calidad

Disponibilid.

Selección

Atributos producto o servicio Perspectiva Interna

Aumentar valor  para los clientes

Gerencia de Procesos Operacionales Procesos que producen y/o desarrollan productos

Gerencia Gerencia de Procesos Cliente Procesos que intercambian valor con el cliente

Funcionalidad

Servicio

Colaboración

Relaciones Procesos de Innovación Procesos que crean nuevos productos

Marca

Imagen Procesos Regulativos y Sociales Procesos que mejoran el ambiente y la

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RESUMIENDO Estrategia de Productividad Estrategia

erspectiva Financiera erspectiva Cliente

Reducir los costos por clientes

Precio

Calidad

Incrementar el numero de clientes

Oferta integrada

Asesor  financiero

Atributos producto o servicio “REDUCIR EL COSTO POR CLIENTE”

Perspectiva Interna

Estrategia de Crecimiento Estrategia

Aumentar los ingresos netos

Gerencia de Operaciones Minimizar los

Proveer 

Incrementar los ingresos por clientes

Un solo paso

Relaciones “INCREMENTAR EL NUMERO DE CLIENTES CON ALTO VALOR” VALOR”

Gerencia de Clientes Venta cruzada en la línea de

Trasladar al Canal

Entender los segmentos de

Marca de confianza

Imagen

“INCREMENTAR LOS INGRESOS POR CLIENTE”

Innovación

Ciudadano Responsable

Desarrollo de nuevos productos

Diversificar la fuerza de trabajo

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RESUMIENDO Perspectiva Financiera

Perspectiva Cliente

Perspectiva Interna

Objetivo

ROIC

RETENCIÓN DEL CLIENTE

TIEMPO DE DURACIÓN DEL PROCESO

Indicador 

Meta

Como El nivel de Cual es la monitorear el desempeño del estrategia a comportamiento indicador implementar del objetivo planteado

BALANCED BALA NCED SCORECARD

Iniciativas Procesos de programación para alcanzar la meta

PLAN DE ACCIÓN

Objetivo Indicador 

Meta

Iniciativa

Presupuesto

Tiempo de duración del proceso

3 días

Plan TOC

$ 3.400.000

Tiempo de entrega