Conception et implémentation d'un Balanced Scorecard au sein du Groupe Noé Nature

Abstract

Created in 2011, Noé Nature SA is a holding of six legal entities specialized in natural, ecological and organic products, especially cosmetics and teas, for large retailers and online sales. Despite an exponential growth, mainly due to targeted acquisitions, the group currently struggles to reach profitability. Moreover, the diversity of activities and projects creates organizational complexity. To cope with this challenging situation, a clear restructuring and a strategic thinking are necessary.

Therefore, our goal is to identify the sources of value creation, to monitor and enhance business performance and to improve the decision-making process in order to meet the two imperatives: reach profitability and support growth. To this end, the project involves developing and implementing a Balanced Scorecard which takes into account the specificities of each strategic business unit.

The mission starts with an in-depth analysis of the strategy, organization and information system. This diagnosis highlights the need for a formalized and communicated strategy. To that purpose the second chapter is dedicated to formalization tools, like strategic segmentation, Business Model Canvas and strategic guidelines’ identification. In order to take into account the specificities of small and medium enterprises, we followed the circular approach of Biazzo and Garengo (2012) for the development of the Balanced Scorecard. This approach is composed of four different steps, including the construction of strategy maps and the identification of key performance indicators. The results are described in the chapters three and four. After the development stage, we addressed implementation and data management in chapter five. The last chapter covers the actions put in place to facilitate the change inherent to the project. Finally, the conclusion gathers the analysis of the project inputs along with some suggestions regarding the future of the tool and the company.