Aplicação da ferramenta estratégica Balanced Scorecard na gestão de uma empresa júnior

Abstract

Companies are seeking to adapt to the rapid changes in the market. Therefore, organizations must be more flexible and meet customer needs, seeking a competitive positioning in the market. For this to happen, management needs to develop competitive strategies based on clear, timely and achievable objectives. Also the planning of the ways of using the monetary and intellectual resources is of utmost importance. Thus, the company will have knowledge of the procedures to efficiently achieve its goal, ensuring success in market consolidation. The main objective of the study is to identify strengths and limitations of a Junior Enterprise, developing strategies to strengthen the brand in the competitive environment. To this end, questionnaires were conducted to collect qualitative data relevant to the research. Finally, the Balanced Scorecard tool was applied. Data collection pointed to the need for improvement in the internal structure, related to knowledge management, internal communication and motivation. Thus, BSC assisted in the definition of objectives, indicators, goals and actions in order to eradicate the difficulties presented by the Junior Enterprise. For future work, it is recommended to detail internal processes, improving project planning and execution methodologies; and attracting new customers using marketing tools.