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Hello everyone, we're here because we have to increase or sales.
From the top of my head, I could say that
the sales team sholuld be responsible to accomplish this goal,
but thinking in a more holistic and complete way,
I think that all people involved
in the production process should be
responsible for to accomplish this goal. For that reason,
I selected a managerial accounting tool
that it's the balanced scorecard to design
a better strategy to reach our goal
that is increase our sales.This managerial tool
was developed in 80's, in
the 80's by Kaplan and Norton and
the structure of this tool has two main parts: the first part
is the balance part, and this part tells us that we always
have to asess every issue within a company
not only from one perspective but for four different perspectives: the financial
perspective,
the customer perspective , the internal processes perspective,
and the people perspective. The financial perspective is always in the first place
because, as we know, the main porpuse of
every company is to satisfy its shareholders.
So that's the reason that the financial perspective is so important.
In our case, we have to increase our sales, that is our financial goal.
But in order to to reach this goal, we have to attend
the costumer perspective because, at the end of the day, the costumers
are the partner that is going to buy from us, and make our
sales to increase. But in order to satisfy our clients,
we also have to attend the internal processes perspective
because these processes are the way by we
generate value to our customers to make the satisfied
and make them more willing to buy from us and then
increase our sales and so make our shareholders happy. And finally
we have to attend the issue from the people and
employees' perspective because we have to increase
the skills of those people that are involved in the internal processes
in order to to enhance them and to make our customers happy
buy from...make them buy more from us
and then as a consequence increase our sales
and satisfy our shareholders. Thinking in this way,
we're going to align all our machinery inside of the company
in one main goal that is
increasing our sales.
The second part of this tool is the score card. The scorecard is based in the saying
that if you cannot messure it , you cannot cannot control it.
So this part has
three elements. The first element is the
goal statement. So we have to described exactlly
what we want to accomplish.
In this case, it's to crease our sales, this is our financial goal's statement:
increase our sales.Then, the second part
is the measure. We have to measure something in order
to know if we are increasing or not our sales. In this case, is the
percentage of increasing our sales that is our measure.
And finally, the third element is the target.
Well, we are going to increase our sales in a twenty percent. Right now, we have the three
main
elements of the score card for the
financial goal.
we have to do the same for the fun for the customer perspective
we get to select a goal
statement, that in this case, It's going to be that we are going to
increase our customer satisfaction. The meassure
are going to be customer satisfaction throughout a survey.
And our target is going to be
increasing or customer satisfaction in ten percent.
In the same way
we have to attend the internal processes perspective,
so we should to choose a goal
statement for the internal processes. It should be increase
or Del improve our delivery time. The measure is going to be delivery
time reduction, and finally our target is going to reduce
our delivery time in one day.
As we see,
there are two kinds of indicators or measures there are
the lagging indicators and the driven
or leading indicators. That is that lagging indicators
are consequence of the leading indicators. In this case, customers satisfaction is the
leading indicator
for sales and the delivery time is the leading indicator for customer's
satisfaction,
and the lagging indicator is custumer's satisfaction
from the delivery time and
In the same way the sales are the lagging indicator for customers' satisfaction.
Well, that is the main...
the..the main elements of the balanced scorecard. In the next session
we're going to bring more information in order to
make our strategy plan based on the balanced scorecard.
Thank you very much.