Uma proposta de planejamento estratégico aplicando o Balanced Scorecard em uma empresa familiar: um estudo de caso da Copese Recapagens

The strategic planning process seeks to achieve a desired future situation for the organization. Several methodologies have been developed to describe this process, as well as the aid tools such as the SWOT Matrix and the 5W2H Action Plan. The methodologies have similar aspects, mainly in relation to the establishment of strategic objectives. The Balanced Scorecard stands out by ordering strategic objectives and indicators from four perspectives: financial, customer, internal processes and learning growth. Therefore, taking as a study object Copese Recapagens, a Family business that offers truck tire retreader services in Sao Luis, it is asked: how to elaborate strategic planning by applying the Balanced Scorecard to a family business? This work had as objective to elaborate a proposal of strategic planning applying the Balanced Scorecard in Copese Recapagens. The study was conducted through a single case study, in which unstructured interviews were conducted with company managers. Regarding the ends, the research was given as applied, since it is a practical and descriptive objective, because it describes the process of elaborating the strategic planning. Mission, values and vision of the company was defined. Through the analysis of the environment, the strategic position of Maintenance and Growth of the company was established. Strategic objectives and indicators were proposed according to what managers considered in relation to each perspective. The company's Strategic Map and Balanced Scorecard were built, and finally, a plan of action was proposed to assist in the implementation of strategic planning. The work satisfactorily achieved its goal, fulfilling its specific objectives, which were basically the stages of the strategic planning process.