CHAPTER 13

Strategy, Balanced Scorecard

and
Strategic Profitability Analysis
 Strategy
Strategy specifies how an organization
matches its own capabilities with the
opportunities in the marketplace to
accomplish its objectives
A thorough understanding of the industry is
critical to implementing a successful strategy

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 Five Aspects of Industry Analysis
1. Number and strength of competitors
2. Potential entrants to the market
3. Availability of equivalent products
4. Bargaining power of customers
5. Bargaining power of input suppliers

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 Basic Business Strategies
1. Product Differentiation an organizations ability to offer
products or services perceived by its customers to be superior
and unique relative to the products or services of its
competitors
Leads to brand loyalty and the willingness of customers to
pay high prices
2. Cost Leadership an organizations ability to achieve lower
costs relative to competitors through productivity and
efficiency improvements, elimination of waste, and tight cost
control
Leads to lower selling prices

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 Implementation of Strategy
Many companies have introduced a Balanced
Scorecard to manage the implementation of
their strategies

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 The Balanced Scorecard
The balanced scorecard translates an
organizations mission and strategy into a set
of performance measures that provides the
framework for implementing its strategy
It is called the balanced scorecard because it
balances the use of financial and nonfinancial
performance measures to evaluate
performance

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 Balanced Scorecard Perspectives
1. Financial
2. Customer
3. Internal Business Perspective
4. Learning and Growth

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 The Financial Perspective
Evaluates the profitability of the strategy
Uses the most objective measures in the
scorecard
The other three perspectives eventually feed
back into this dimension

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 The Customer Perspective
Identifies targeted customer and market
segments and measures the companys
success in these segments

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 The Internal Business Prospective
Focuses on internal operations that create
value for customers that, in turn, furthers the
financial perspective by increasing
shareholder value
Includes three subprocesses:
1. Innovation
2. Operations
3. Post-sales service

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 The Learning and Growth Perspective
Identifies the capabilities the organization
must excel at to achieve superior internal
processes that create value for customers
and shareholders

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 The Balanced Scorecard Flowchart

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 Balanced Scorecard Implementation
Must have commitment and leadership from
top management
Must be communicated to all employees

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 Features of a Good
Balanced Scorecard
Tells the story of a firms strategy, articulating a
sequence of cause-and-effect relationships: the links
among the various perspectives that describe how
strategy will be implemented
Helps communicate the strategy to all members of
the organization by translating the strategy into a
coherent and linked set of understandable and
measurable operational targets

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 Features of a Good
Balanced Scorecard
Must motivate managers to take actions that
eventually result in improvements in financial
performance
Predominately applies to for-profit entities, but has
some application to not-for-profit entities as well
Limits the number of measures, identifying only the
most critical ones
Highlights less-than-optimal tradeoffs that managers
may make when they fail to consider operational and
financial measures together

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 Balanced Scorecard Implementation
Pitfalls
Managers should not assume the cause-and-
effect linkages are precise: they are merely
hypotheses
Managers should not seek improvements
across all of the measures all of the time
Managers should not use only objective
measures: subjective measures are important
as well

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 Balanced Scorecard Implementation
Pitfalls
Managers must include both costs and
benefits of initiatives placed in the balanced
scorecard: costs are often overlooked
Managers should not ignore nonfinancial
measures when evaluating employees
Managers should not use too many measures

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 Evaluating Strategy
Strategic Analysis of Operating Income
three parts:
1. Growth Component measures the change
in operating income attributable solely to the
change in the quantity of output sold
between the current and prior periods
2. Price-Recovery Component measures the
change in operating income attributable
solely to changes in prices of inputs and
outputs between the current and prior
periods

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 Evaluating Strategy
Strategic Analysis of Operating Income
3. Productivity Component measures the
change in costs attributable to a change in
the quantity of inputs between the current
and prior periods

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 Revenue Effect of Growth

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 Cost Effect of Growth for
Variable Costs

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 Cost Effect of Growth for
Fixed Costs
Assuming Adequate Current Capacity:

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 Cost Effect of Growth for
Fixed Costs
Assuming Inadequate Current Capacity:

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 Revenue Effect of Price Recovery

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 Cost Effect of Price Recovery
Variable Costs:

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 Cost Effect of Price Recovery
Fixed Costs with Adequate Capacity

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 Cost Effect of Price Recovery
Fixed Costs without Adequate Capacity

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 Cost Effect of Productivity for
Variable Costs

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 Cost Effect of Productivity for
Fixed Costs
With Adequate Capacity

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 Cost Effect of Productivity for
Fixed Costs
Without Adequate Capacity

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 The Management of Capacity
Managers can reduce capacity-based fixed
costs by measuring and managing unused
capacity
Unused Capacity is the amount of productive
capacity available over and above the
productive capacity employed to meet
consumer demand in the current period

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 Analysis of Unused Capacity
Two Important Features:
1. Engineered Costs result from a cause-and-
effect relationship between the cost driver
and the resources used to produce that
output
2. Discretionary Costs have two parts:
1. They arise from periodic (annual) decisions
regarding the maximum amount to be incurred
2. They have no measurable cause-and-effect
relationship between output and resources used

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 Managing Unused Capacity
Downsizing (Rightsizing) is an integrated
approach of configuring processes, products,
and people to match costs to the activities
that need to be performed to operate
effectively and efficiently in the present and
future

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