IMPROVEMENT THE CLIENT COMPONENT OF THE BALANCED SCORECARD PHARMACEUTICAL ENTERPRISE
Journal Title: ЕКОНОМІЧНИЙ ДИСКУРС - Year 2017, Vol 1, Issue 4
Abstract
Introduction. The economic situation in Ukraine is characterized by a prolonged financial crisis. Developing under such conditions is possible only through the development of an effective enterprise policy, which is based on a Balanced Scorecard (BSC). One of its components is the process "Customers". The details are possible to build a business model, which is oriented to meet the needs of existing customers with the parallel attraction of new ones. Methods. The main methods, which were used during the study, are: the method of system analysis economic phenomena; selective research method; grouping method; method of financial coefficients; trend method. Results. Researches, which was aimed at developing a Balanced Scorecard for a pharmaceutical company and conducted on the results of FC " Zdorovia, Ltd" during 2012-2016 years, has showed, that the weakest link in the activities of this company is work with debtors and other clients. The analysis of efficiency indicators, which characterized work with them, has showed, that the enterprise is characterized by a sharp increase in receivables and a decrease in the dynamics of client base expansion. It was proposed to divide the whole client base into active and passive clients in order to overcome the above negatives in the work. After that, a strategic card the process "Clients" has developed on the basis of the concept of BSC. The tactical management model of relations with clients is presented in order to detail the strategic and its general characteristic is given. In the end, the liability matrix for process "Clients" was given. Discussion. The introduction of the proposed tactical management model of customer relations which based on the strategic card the liability matrix of the process "Clients" will enable to minimize the negative trends that have developed in dealing with clients. It will lead to an increase in the economic value of the pharmaceutical company and strengthening its market stability.
Authors and Affiliations
Olga Gladkova
Keywords
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