A Study Of Dunan Company’s Strategy Implementation Based On The Balanced Scorecard

Under the background of the globalization of the world economy, the development ofChinese enterprises encounters more challenges and opportunities. Social developmentand economic growth make the competition among companies more and more intense.The financial crisis in2008challenges many companies, and the European debt crisis in2012caused another big problem for all the enterprises. By taking all these factors intoconsideration, it finds that the importance of the company’s strategy management isobviously.After the understanding of the importance of the company’s strategy management,thesis begins to study these questions: to verify the effectiveness of using the balancedscorecard to evaluate company strategy. Whether balanced scorecard is suitable forChinese enterprises or not? In order to solve these problems, thesis uses the case studymethod to analysis. Thesis selects a listed company in the general equipmentmanufacturing industry to do the case study. The analysis is focused on the strategicevaluation of the company’s strategy. Use the BSC method to evaluate the rationality andeffectiveness. The industry analysis and the SWOT method are used to get a deepunderstanding of the company. By getting a deep understanding of the balanced scorecardand strategic evaluation, thesis begins to evaluate the strategy. The key performanceindexes are designed from four perspectives, financial, customer, internal business process,and learning and growth. The Analytic Hierarchy Process method is used to analysis theweight of KPIs (key performance indexes). Finally, recommendations for improvement aregiven after the evaluation.