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[회계분석] PIGEON(피죤)의 성과 평가 시스템 BSC도입 제안서(영문)

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    [회계분석] PIGEON(피죤)의 성과 평가 시스템 BSC도입 제안서(영문)에 대한 자료입니다.
    목차
    Executive summary

    Company Profile

    Vision and Missions

    CSFs

    KPIs

    Introduction and Development of BSC

    Relations among measures

    Evaluation

    Suggestion

    Appendix

    1. Current market share compared to major competitor
    2. Company Vision described on its web site
    3. TOM compared with other competitors
    4. Relations among measures
    본문내용
    Pigeon’s high brand premium and high quality of product are fitting for their four major missions. Firstly, Pigeon’s high brand premium and high quality product enable Pigeon to compete with other multi-national entrepreneurs in global market. With no doubt, customers worldwide demand high-quality product. It is expected that customers can be satisfied by Pigeon’s product. Secondly, Pigeon has been doing green campaign over 20 years. Especially, a detergent, “Actz”, and a fabric softener, “투명한 자연이야기”, are environmentally friendly products of Pigeon whose contaminant can be decomposed up to 98 percent of the degree. Pigeon was awarded environmentally-friendly management and technology prize. These efforts convince customers all over the world of their enthusiasm for the environment. Thirdly, an annual investigation in 2009, known as KCSI(Korean Customer Satisfaction Index) conducted by KMAC(한국능률협회컨설팅), shows that in a fabric softener area Pigeon has been nominated six times and won 4 times from 2006 to 2009. To be specific, fragrance and softness is the strongest factor Pigeon had and Pigeon’s product meet customer’s specific needs. Lastly, Actz does not need heating water because it can dissolve even in cold water. (Actz made from grapefruit, citron and eucalyptus has good solubility.) This saves 1070W in each household and on aggregate it can save 3.5billion KW of electricity each year in Korea. It can decrease carbon dioxide emissions. For these reasons, Pigeon won another prize in ‘Ethical Management Award(윤리경영대상)’ hosted by ‘New Industrial Management Institute (신산업경영원)’. To sum up, Pigeon’s strength like high brand premium and high quality of product boost them in many areas to achieve their mission and ultimate vision.
    KPIs
    Unfortunately, Pigeon has depended on only financial index to measure strategic performance. According to one operational manager, a group leader emphasizes only sales expansion and cost reduction. In sales department, all workers try to increase sales and in operation department workers focus on cutting operational cost. The thing is that Pigeon’s vision and mission are not shared by all workers across the department. We also found that there is inconsistency between top managers and each department. Pigeon’s critical successful factor is high quality product and brand premium and these two factors should be measured and evaluated regularly. Pigeon lacks of structured measurement system and we can raise the necessity of balanced performance measurement. When Pigeon measures their competence and improve them, they can move forward particularly toward world.
    Introduction and Development of BSC
    The balanced score card has four perspectives; financial, inner business, customer, and innovation and learning perspective. The traditional measurement of performance is only based on financial statements. Therefore, the financial perspective is the unique perspective. However, the non-financial perspective is also important for businesses, i.e. the comprehensive view of the business is needed.
    Although each of the four perspectives is important for businesses, there are more important perspectives than others for the individual business. In the Pigeon’s case, the customer perspective and innovation and learning perspective are the primary perspectives, because these two perspectives can be operated as the indexes for the company’s ability to survive and grow continuously. For the customer perspective, we focused on Pigeon’s current situation and its own features. Its main products are comprehensive household products. However, the industry is a red ocean. I
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