Planejamento estratégico baseado no balanced scorecard no setor de marketing de influência de uma empresa do ramo de artigos eletrônicos e acessórios

Abstract

In the context of corporate reality, continuous evolution and preparation for economic, market, and technological changes are essential over the years. Organizations have been striving to stay up to date and improve their strategies to handle competition and maintain growth. This is closely related to digital media and marketing, which serve as powerful allies in promoting a business. Furthermore, strategic planning has become a fundamental tool for aligning objectives and providing a clear vision of the developments that will lead a company to consistent success. Thus, this study aims to implement a strategic plan in one of the marketing subsectors of an electronics and accessories company using the Balanced Scorecard (BSC) methodology. The process began with data collection (Appendix A) through active participation in the sector and targeted meetings with horizontal colleagues and leadership to gather information on general and strategic objectives. Consequently, the sector's organizational philosophy was developed, including the definition of mission, vision, and values, as well as an internal and external sector analysis using the SWOT Matrix, identifying strengths, weaknesses, opportunities, and threats. Following this, the sector's objectives were structured through a strategic map using the BSC methodology, defining indicators and setting goals for each objective. Lastly, an action plan was created with strategies aligned with the defined objectives, utilizing the 5W1H tool. The primary focus of the results was to enhance the sector's relevance within the company. Through the BSC framework, the sector's development was facilitated in various aspects. Since it was a relatively new sector in the company, it was necessary to establish a structured approach concerning processes, people, and performance. Regarding the main objective of this study, it can be affirmed that the implementation was effective, as a well-structured strategic plan was developed, with a clearly defined organizational philosophy aligned with the objectives. This was followed by a detailed action plan with clear strategies to achieve the desired results.