Volkswagen Do Brasil Harvard Business Case

1272 Words Mar 30th, 2015 6 Pages
Final Exam - Executing Strategy
Volkswagen do Brasil: Drving Strategy with the Balanced Scorecard

Name: Roy Stoop
Student number: 5877431

MSc Business Studies/Business Administration – Marketing Track
University of Amsterdam (UvA)

Date of submission: 23-10-2014

Case questions

1. What challenges does Thomas Schmall face upon becoming CEO of Volkswagen do Brasil (VWB)?
2. Describe VWB's new strategy and comment on it in terms of quality of strategic thinking.
3. Does the strategy map (Exhibit 4) and the Balanced Scorecard (Exhibit 5) help Schmall and Senn implement the new strategy? What are the strengths and weaknesses of the scorecard and its implementation?
4. What are behavioral aspects of the implementation of this strategy,
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What are the strengths and weaknesses of the scorecard and its implementation?

The two tools initiated by Schmall and Senn, the strategy map and the Balanced Scorecard, help VWB to implement the new strategy in several ways. The main goal was to translate the strategy into objectives, comprehensible for anyone who is involved with the new strategy, and to monitor the progress by showing the results. The strategy map has been divided in four dimensions: financial challenges, customer challenges, internal processes challenges and potential and growth challenges. These sections have underlying metrics which show what will be necessary for achieving the strategic goals. The Balanced Scorecard is the right tool to monitor and measure the outcome of the process. Without the Balanced Scorecard and the strategy map the VWB executive commission would not be able to complete their mission and to communicate the intentions well. So the Balance Scorecard certainly is a powerful management tool to reorganize the corporate culture and the strategy very directly, but it has also got its weaknesses. The implementation process of the Balance Scorecard at a company is a very time consuming process; it takes a while before everyone understands its meaning.

4. What are behavioral aspects of the implementation of this strategy, how are these addressed, or not, by the proposed
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