APLICAÇÃO DA METODOLOGIA DE GESTÃO ESTRATÉGICA DO BSC: PROPOSTA DE ELABORAÇÃO DO MAPA ESTRATÉGICO NUMA LOJA DE ROUPAS DE MODA GESTANTE

Abstract

This work has the objective to describe the application of a strategic planning model based on the application of the Balanced Scorecard (BSC) methodology which aims at the strategic alignment of organizations. The Balanced Scorecard (BSC) is a methodology that, through its implementation and its perspectives, provides the analysis of the performance of organizations and their processes, from customers to internal processes and learning and growth. BSC is considered a strategic management model that has emerged to demystify the view that to succeed, a business needs to focus solely on financial and accounting indicators. At the same time, BSC serves to define strategies and to design planning more comprehensive way. The conceptual basis of it, presents themes related to the area of strategic planning was made a visit to a retail company in the pregnant fashion industry, to analyze its strategic planning process and performance measurement system, in order to assist in the development of the proposed model. The model elaborated in this work aims to propose a structure for decision making, to help companies to define specific indicators, grouped in the perspectives of the BSC. The methodology applied in the research was a case study, using descriptive research with a qualitative approach to the problem studied in a fashion company for pregnant women, which data were collected through meetings and interviews, in addition to observing the company's activities. It was observed that BSC helps the company to transmit its strategy in a simple and understandable way to everyone. In addition, it will also contribute to the improvement with regard to the management of its internal processes, that will result a good relationship with customers, leading to progress in its performance in the job market in which it is inserted.