STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING

Abstract

The performance evaluation of strategic actions applied to an organization requires the adoption of a specific tool that meets the needs and the organizational context. This article aims to structure the Balanced Scorecard - BSC, of the Alpha Comércio de Gêneros Alimentícios Ltda, organization, focusing on performance evaluation of promotional marketing strategic action, using it as tool of management, control and evaluation of organizational performance. In the survey we highlight a few methodological procedures that seek to facilitate the process of understanding the article: a description of the promotional pamphlets, processes for preparing the BSC, and procedures for the construction of the revenue. This is an exploratory research, with practical approach as a case study involving primary and secondary data with a qualitative and quantitative approach of the research problem. As research results we stand out (i) the creation of four indicators to indicate the promotional marketing action performance, (ii) the financial impact on sales revenue with the use of the pamphlet that resulted in an increase of 24% from the first to the second quarter of 2010.