1. Balanced Scorecard :Balanced Scorecard :
Creating Strategy MapCreating Strategy Map
to Drive Corporateto Drive Corporate
PerformancePerformance

2. Strategy
Map Framework

3. • The strategy map framework is presented in the
following slides.
• This framework describes the types of strategic
target that should be presented in each perspective,
namely the financial perspective, customers, internal
business process, and learning & growth perspective.
Strategy Map FrameworkStrategy Map Framework

4. Cost Efficiency
Long-term Shareholder
Value
Revenue Growth
Price Availability BrandServiceQuality
Operations
Management
Processes
Human Capital
Customer
Management
Processes
Innovation
Processes
Regulatory
and Social
Processes
Organization Capital Information Capital
Strategy Map FrameworkStrategy Map Framework
Financial
Customer
Internal Process
Learning & Growth

5. Financial PerspectiveFinancial Perspective
• In private companies, the financial perspective is the
main objective (ultimate goal) – without having to
sacrifice the interests of other relevant stakeholders
(community, environment, government, etc.)
• In the financial perspective, the strategic goal is the
long-term shareholder valuelong-term shareholder value. This goal is driven by
two factors, namely : revenue growthrevenue growth and costcost
efficiency.efficiency.

6. Long-term
Shareholder Value
Revenue Growth
Improve Cost Structure
Increase Asset Utilization
Cost Efficiency
Strategic Objectives in FinancialStrategic Objectives in Financial
Expand Revenue
Opportunities
Enhance Customer Value

7. Customer PerspectiveCustomer Perspective
• This perspective is very instrumental, because without
customers, how can a company survive?
• Customer perspective covers the following elements:
• Customer acquisition
• Customer retention
• Customer profitability
• Market share
• Customer satisfaction

8. Price Availability BrandServiceQuality
Customer AcquisitionCustomer Acquisition
Customer SatisfactionCustomer Satisfaction
Customer RetentionCustomer Retention Customer ProfitabilityCustomer Profitability
Market ShareMarket Share
Strategic Objectives in CustomerStrategic Objectives in Customer

9. Internal Process PerspectiveInternal Process Perspective
• This perspective reflects the processes in key business
that should be optimized in order to meet the needs of
the customers.
• There are four main themes in this perspective, namely:
• Operations Management Process
• Customer Management Process
• Innovation Process
• Regulatory and Social Process

10. Operations
Management
Processes
Customer
Management
Processes
Innovation
Processes
Regulatory
and Social
Processes
Processes that
produce and
deliver products
and services
Processes that
enhance customer
value
Processes that
create new
products and
services
Processes that
improve
communities and
the environment
• Supply
• Production
• Distribution
• Selection
• Acquisition
• Retention
• Growth
• New Ideas
• R&D Portfolio
• Design/
Develop
• Launch
• Environment
• Safety &
Health
• Employment
• Community
Strategic Objectives in Internal ProcessStrategic Objectives in Internal Process

11. Learning & Growth PerspectiveLearning & Growth Perspective
• This perspective reflects the capability that a company
should have, namely:
• Human Capital
• Organization Capital
• Information Capital
• This perspective shows us that good human resource
development system, organizational system and
information system forms a solid foundation for improving
company performance.

12. Human Capital
Organization
Capital
Information
Capital
• Skills
• Knowledge
• Attitude
• Systems
• Database
• Networks
• Culture
• Leadership
• Organization
Development
Strategic Objectives inStrategic Objectives in
Learning & GrowthLearning & Growth

13. Strategy Map TemplateStrategy Map Template
• The following slide displays the strategy map template
comprising of four perspectives : financial, customer,
internal business process, and learning & growth.

14. Improve
Cost Efficiency
Enhance Long-term
Shareholder Value
Increase Revenue Growth
Enhance
Brand Image
Build High
Performance Products
Achieve
Operational
Excellence
Develop Strategic
Competencies
Drive Demand
through Customer
Relation
Management
Manage Dramatic
Growth through
Innovation
Implement Good
Environmental
Policy
Build Learning
Culture
Expand Capabilities with
Technology
Strategy Map TemplateStrategy Map Template
Financial
Customer
Internal Process
Learning & Growth
Expand
Market Share