Implementação de ferramenta de monitoramento e controle do planejamento estratégico: o caso de uma empresa de comunicação corporativa

Abstract

The present work aims to create and implement a tool for monitoring and strategic control, namely a Balanced Scorecard (BSC), for a business communication company in the city of Curitiba / PR. Among the objectives that guide this effort are to detail the current situation of the company, which in the managers’ view is an indispensable preliminary step, to describe the steps of implementation of the tool, making it visual and formalized, and finally to follow the first results, documenting them. The main problem arose with the following question: how can a small company be competitive and generate satisfactory results to its stakeholders in an environment of high competitiveness and competition? In the conception of the managers of the company under study, strategic planning is the desired differential, long-term solution for survival and defense against the competitive forces of the communication market. For the purpose of the development of the tool, the main bibliographies of the subject were reviewed, based on the main authors of the theme, and internal and external researches were carried out in the market. From these studies the strategy was developed, the strategic planning was defined, the indicators to be implemented were defined and the means and deadlines to be controlled were defined, thus structuring the Balanced Scorecard (BSC). Finally, the first results of its application in the organization and the future steps to be followed were analyzed. The aim was to achieve results that quantified and qualified the operations, improve the processes, people, products and services and that managed to make the Communication Company of Curitiba an increasingly competitive, consolidated and impact group in the communication market where the organization operates.