Advisor(s)
Abstract(s)
O presente trabalho visa a elaboração de um Balanced Scorecard
(BSC) para a oficina Peugeot da MCoutinho Douro no Porto. O objectivo é
apresentar à MCoutinho um contributo que mostra as vantagens de
complementar os indicadores financeiros com outros indicadores (clientes,
processos internos, crescimento e desenvolvimento) na avaliação de
desempenho das suas oficinas. Com este projecto, pretende-se também
que o Grupo dê os primeiros passos na adopção desta ferramenta de
gestão estratégica, que é o BSC.
O projecto inicia-se com uma revisão bibliográfica sobre a
metodologia BSC e abordam-se as principais considerações desta
metodologia aplicada à realidade organizacional do Grupo MCoutinho, e
da oficina em particular.
A abordagem metodológica adoptada exige que, numa primeira
fase, se elabore o mapa estratégico do Grupo e o mapa estratégico da
área de negócio da oficina em estudo, já que são considerados requisitos
necessários para a elaboração do BSC da oficina Peugeot, da MCoutinho,
no Porto.
Para recolher informação e validar a metodologia adoptada
procedeu-se à realização de um trabalho de campo baseado em
entrevistas e reuniões, com os intervenientes MCoutinho considerados
chave neste projecto, e ainda, na análise de documentos, cuja finalidade
é obter os elementos necessários à concretização do BSC.
Por último, enunciam-se algumas conclusões de carácter particular
da oficina e em geral para o Grupo MCoutinho, decorrentes do trabalho
desenvolvido.
The aim of this work is to develop a Balanced Scorecard (BSC) for the Peugeot automobile repair shop of MCoutinho Douro in Oporto. Its purpose is to demonstrate that MCoutinho should not only use financial indicators in the performance evaluation process of their repair shops, but they should make use a set of other non financial indicators in other perspectives such as customer, internal processes, learning and development. With this project, the Group give the first step in the acceptance of this strategic management tool, the BSC. A review of bibliography on the BSC methodology is presented and the main considerations about the construction to the MCoutinho Group and in the automobile repair shop, under analysis. The methodological approach adopted requires, as a first step, a development of a Group and a business area strategy maps as they are considered necessary requirements for establishing the BSC of Peugeot automobile repair shop of MCoutinho Douro in Oporto. Interviews and meetings, with the key MCoutinho stakeholders involved in this project are performed, but also a collection and an analysis of several documents is done, in order to obtain the necessary information to the construction of the BSC. Finally, some conclusions obtained from this project are set out for the automobile repair shop under analysis and for the Group MCoutinho.
The aim of this work is to develop a Balanced Scorecard (BSC) for the Peugeot automobile repair shop of MCoutinho Douro in Oporto. Its purpose is to demonstrate that MCoutinho should not only use financial indicators in the performance evaluation process of their repair shops, but they should make use a set of other non financial indicators in other perspectives such as customer, internal processes, learning and development. With this project, the Group give the first step in the acceptance of this strategic management tool, the BSC. A review of bibliography on the BSC methodology is presented and the main considerations about the construction to the MCoutinho Group and in the automobile repair shop, under analysis. The methodological approach adopted requires, as a first step, a development of a Group and a business area strategy maps as they are considered necessary requirements for establishing the BSC of Peugeot automobile repair shop of MCoutinho Douro in Oporto. Interviews and meetings, with the key MCoutinho stakeholders involved in this project are performed, but also a collection and an analysis of several documents is done, in order to obtain the necessary information to the construction of the BSC. Finally, some conclusions obtained from this project are set out for the automobile repair shop under analysis and for the Group MCoutinho.
Description
Keywords
Balanced scorecard Estratégia Indicadores de desempenho Gestão MCoutinho Strategy Performance indicators Management