Balanced Score Card como herramienta de planificación estratégica de la empresa "Productos del Mar azul Prodmazul S. A.".

Abstract

In a highly competitive business environment, Productos del Mar Azul Prodmazul S.A. faces the challenge of optimizing its strategic planning to improve its global competitiveness, particularly in the shrimp export sector. The research highlights a company with a clear focus on quality and market leadership, but lacking a formal strategic planning process, which limits its ability to adapt to market changes. Although there are some measurement indicators, such as export growth and cost reduction, they are not formalized within a structured framework. The diagnosis of strategic management reveals deficiencies in internal communication and the lack of performance indicators in various areas, including human resources, where the commitment to training and development is positive, but the indicators are still undefined. In the financial area, although the company has basic planning tools, such as weekly cash flows, there are no formalized financial indicators to measure performance and profitability. The proposal to apply the Balanced Scorecard (BSC) is justified to integrate a more structured strategic planning process, aligning the company's objectives with concrete and measurable actions. The BSC will help improve resource management, optimize processes, and facilitate decision-making based on reliable data. Furthermore, it will contribute to long-term business value creation and enhance the company's competitiveness in the global market.