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Strategy and Balanced Scorecard
Strategic Profitability Analysis
What is Strategy?
Strategy describes how an organization matchesits own capabilities with the opportunities in themarketplace to accomplish its overall objectives.
Components of Strategy
What is the focus of industry analysis?Competitors
Potential entrants into the marketEquivalent products
Bargaining power of customersBargaining power of input suppliers
What is the focus of industry analysis?
Basic Strategies
1. Product differentiation2. Cost leadership
Recognize which of two genericstrategies a company is using.
Implementation of Strategy
Management accountants design reportsto help managers track progress in
implementing strategy.
The Balanced Scorecard
The scorecard measures an organization’sperformance from four perspectives:
1. Financial2. Customer3. Internal business processes4. Learning and growth
Reengineering
Reengineering is the fundamental rethinkingof business processes delivery to achieve
improvements in critical measures ofperformance such as cost, quality, service,
speed, and customer satisfaction.
Reengineering Example
Customers needs identified
Purchase order issued
Production scheduled
Manufacturing completed
Finished goods to inventory
Quantities to be shippedmatched against purchase order
Shipping documents sentto Billing Department
Invoice issued
Customer payment follow up
Dallas Co. order delivery system:
Reengineering Example
The following was determined:Frequently, there is a long waiting time before
production begins in the manufacturing department.Sometimes items are held in inventory until
a truck is available for shipment.
Reengineering Example
If the quantity shipped does not match thenumber of items requested by the customer,
a special shipment must be scheduled.Dallas discovered that the many transfers
across departments slowed down theprocess and created delays.
A multifunctional team reengineered theorder delivery process.
Reengineering Example
A customer relationship manager is responsiblefor each customer.
Dallas will enter into long-term contracts withcustomers specifying quantities and prices.
The customer relationship manager will workwith the customer and manufacturing to specify
delivery schedules one month in advance.
Reengineering Example
The schedule of customer orders will be sentelectronically to manufacturing.
Completed items will be shipped directly fromthe manufacturing plant to customer sites.
Each shipment will automatically trigger aninvoice to be sent electronically to the customer.
The four perspectivesof the balanced scorecard.
Perspectives of Performance
1. Financial2. Customer3. Internal business process4. Learning and growth
Financial Perspective
Objective: Increase shareholder value
Measures: Increase in operating income
Financial Perspective
Initiatives: TargetPerformance
ActualPerformance
Manage costs andunused capacity
Build strong customerrelationships
Rs2,000,000
Rs3,000,000
6%Build strong customerrelationships
Rs2,100,000
Rs3,420,000
6.48%
Customer Perspective
Objectives: Increase market share
Measures: Market share in communication
networks segment Customer satisfaction survey
Increase customer satisfaction
Customer Perspective
Initiatives: TargetPerformance
ActualPerformance
Identify future needsof customer
Identify new targetcustomer segments
6%
7
90% give toptwo ratings
Increase customer focusof sales organization
7%
8
87% give toptwo ratings
Internal BusinessProcess Perspective
Objectives: Improve manufacturingquality and productivity
Measures: Yield
On-time delivery
Meet specified delivery dates
Internal BusinessProcess Perspective
Initiatives: TargetPerformance
ActualPerformance
Identify problems andimprove quality
Reengineer orderdelivery process
78%
92%
79.3%
90%
Learning and Growth Perspective
Objectives: Align employee andorganization goals
Measures: Employee satisfaction survey
Improvements in process controls
Improve manufacturing processes
Learning and Growth Perspective
Initiatives: TargetPerformance
ActualPerformance
Employeeparticipation and
suggestion programto build teamwork
Organize R&D/manufacturing teamsto modify processes
80% ofemployees
give toptwo ratings
5
88% ofemployees
give toptwo ratings
5
Aligning the BalancedScorecard to Strategy
Different strategies call for different scorecards.What are some of the financial
perspective measures?Operating incomeRevenue growth
Cost reduction is some areasReturn on investment
Aligning the BalancedScorecard to Strategy
What are some of the customerperspective measures?
Market shareCustomer satisfaction
Customer retention percentageTime taken to fulfill customers requests
Aligning the BalancedScorecard to Strategy
What are some of the internal businessperspective measures?Innovation Process:
Manufacturing capabilitiesNumber of new products or services
New product development timeNumber of new patents
Aligning the BalancedScorecard to Strategy
Operations Process:Yield
Defect ratesTime taken to deliver product to customers
Percentage of on-time deliverySetup time
Manufacturing downtime
Aligning the BalancedScorecard to Strategy
Post-sales service:Time taken to replace or repair
defective productsHours of customer training for
using the product
Aligning the BalancedScorecard to Strategy
What are some of the learning and growthperspective measures?
Employee education and skill levelEmployee satisfaction scores
Employee turnover ratesInformation system availability
Percentage of processes with advanced controls
Pitfalls When Implementinga Balanced Scorecard
What pitfalls should be avoided whenimplementing a balanced scorecard?
1. Don’t assume the cause-and-effectlinkages to be precise.
2. Don’t seek improvements acrossall measures all the time.
3. Don’t use only objective measureson the scorecard.
Pitfalls When Implementinga Balanced Scorecard
4. Don’t fail to consider both costs and benefitsof initiatives such as spending on informationtechnology and research and development.
5. Don’t ignore nonfinancial measures whenevaluating managers and employees.
6. Don’t use too many measures.
Learning Objective 4
Analyze changes in operatingincome to evaluate strategy.
Evaluating the Successof a Strategy
Assume the following operating incomes: Year 2003 Year 2004
Revenues:(1,000,000 × Rs26) Rs26,000,000(1,100,000 × Rs24) Rs26,400,000
Expenses:Materials 4,050,000 3,631,320Other 16,000,000 16,000,000
Operating income Rs 5,950,000 Rs 6,768,680
Evaluating the Successof a Strategy
How can the increase in operatingincome of Rs818,680 be evaluated?
GrowthPrice recoveryProductivity
Growth Component
Revenue effect of growth component(Actual units of output sold in 2004Actual units of output sold in 2003)
Output price in 2003(1,100,000 – 1,000,000) × Rs26 = 2,600,000 F
This component is favorable becauseit increases operating income.
=–×
Price-Recovery Component
Revenue effect of price-recovery component= (Output price in 2004 – Output price in 2003)
× Actual units of output sold in 2004What is the revenue effect of the
price-recovery component?(Rs24 – Rs26) × 1,100,000 = Rs2,200,000 U
Productivity Component
Productivity componentActual units of inputs or capacity to
produce year 2004 output
Input prices in 2004
=
×
Actual units of inputs or capacitythat would have been used to produceyear 2004 output assuming the same
input-output relationship that existed in 2003
–
Change in Operating Income
Increase in operating incomeRS818,680
Growthcomponent2,195,000 F
Price-recoverycomponent
2,068,000 U
Productivitycomponent691,680 F
Learning Objective 5
Distinguish between engineeredand discretionary costs.
Engineered Costs
Engineered costs result specifically from a clearcause-and-effect relationship between output
and the resources needed to produce that output.They can be variable or fixed in the short run.
Discretionary Costs
Discretionary costs have two important features.They arise from periodic (usually yearly)
decisions regarding the maximumamount to be incurred.
They have no measurable cause-and-effectrelationship between output and resources used.
Relationships BetweenInputs and Outputs
Engineered costs differ from discretionarycosts along two key dimensions:
Type of processLevel of uncertainty
Relationships BetweenInputs and Outputs
Engineered costs pertain to processes that aredetailed, physically observable, and repetitive.
Discretionary costs are associated with processesthat are sometimes called black boxes, becausethey are less precise and not well understood.
Identify unused capacityand how to manage it.
Managing Unused Capacity
What actions can management takewhen it identifies unused capacity?
Attempt to eliminate the unused capacityAttempt to use the unused capacity to grow revenue