Balance
scorecard Project.
Elena Rodríguez, Belén Fernández, Juan
Barroso
¿Why did we choose this
company?
1. It Is a company from our city.
2. A highlight of our gastronomy.
3. Example from the agricultural sector.
4. The European Orchard.
5. Importance of our imports.
The organization
Activity
Mission and vision.
• Union of six family companies, formed by
young farmers and dedicated to the
specialized production of red fruits and stone
fruits.
• Mission: its mission is to offer its customers a
wide range of fruit directly from the producer
with the highest quality.
• This business group was created in response
to a search for greater competitiveness in its
international expansion process.
• Vision: its vision is to increase differentiation
through varietal development programs to
lengthen the supply schedule and to achieve
new, higher-quality varieties tailored to the
tastes of specific geographic areas.
PRODUCTS
The organization
Goals and values.
• Goals: become more international and have a
significant presence in each market, and of
course increase market share.
• Values: meticulous and consistent work with a
high level of technicality and passion for their
crops and work. Committed and talented
teams that guarantee the quality of the fruit
and the final product.
Competitive profile
The organization
SWOT analysis.
•
•
•
•
•
STRENGHT
Diversified export markets.
Excellent ground, water, and
climate conditions for
cultivation.
Trained human resources.
Exporting tradition.
Recognised product quality.
WEAKNESS
• High logistics costs.
• Low profitability in several
crops.
• Presence of some pests.
• -The highly variable quality
of production.
The organization
SWOT analysis.
OPORTUNITIES
• World demand for fresh fruit is
growing steadily.
• Possible trade agreements with
buyer markets.
• Supply varieties demanded by the
market.
• Emerging markets with growing
consumption.
• Demand for differentiated products.
• Growing association of fruit with
healthy eating by consumers all over
the world.
THREATS
• Declining
international prices.
• Tariff and para-tariff
restrictions in target
markets.
Balance Scorecard
Strategic Map
Thank you very much
for your attention.
Do you have questions?
12