Balanced Scorecard Application: Emma Bridgewater Report

This report analyzes the application of the balanced scorecard at Emma Bridgewater, a company focused on manufacturing pottery and clay items. It examines how the company uses this approach to measure its success in non-financial areas, focusing on internal business processes and customer perspectives. The report highlights the importance of SWOT analysis in identifying strengths, weaknesses, opportunities, and threats. It also discusses the role of learning and growth perspectives in achieving the company's objectives. The balanced scorecard helps in understanding customer needs and wants, reducing defects through training and development, and achieving long-term goals. Overall, the report emphasizes how the balanced scorecard provides a framework for identifying, controlling, and evaluating activities to improve performance and achieve strategic objectives. The report also includes references to supporting literature.

TASK 2 Apply a balanced scorecard approach to measure an organisation’s
success in non-financial areas.
 In an organisation where activities are performed, it is required to analyse and measure
their performance which are carried forward on non financial terms. In Emma
Bridgewater, employees are working in manufacturing pottery and clay items with
innovation and creativity. To achieve the pre determined goals and objectives, the
managers follow balanced scorecard approach.
Balance Score Card Method
 It is a performance metrics that helps the organisation to measure its performance. This
metrics helps to identify, control and improve all the functions of an organisation. This
helps to bring the desired results of the organisation. It is technique that is used by
business organisation to measure the non financial areas of the business.
 The measures which can work for effective execution of balance scorecard approach
uses analysing internal factors is also a task which is required to be performed in the
scorecard approach. The internal business process can be determined on the basis of
performing SWOT analysis. SWOT will help in analysing the internal factors that affect
the business processes. Strengths: Emma Bridgewater is focused on producing creative
and attractive items which is used for decorative purposes. In view of this people are
highly motivated from the creative items. Weaknesses: As products are easily
mishandled there are chances of shifting the perception of consumers from clay products
to something more durable. Opportunities: Producing creative items will introduce a lot
of innovation which is highly demanded in the market. Threats: As the items prepared
are delicate there are chances of mishandling and incurring a lot of losses. This will
enable to increase the cost of production.
 In Emma Bridgewater, objectives can be determined by studying the learning and growth
perspectives. For this the managers are focused on developing an insight as to how
growth can be brought in organisation. The growth measures are achieved by learning the
emerging trends of market and following the same. As Balanced Score Card method
helps to give feedback to the organisation and tells about the areas of improvement. In
the respective organisation, Emma Bridgewater they manufacture ceramics like pots,
bowls and other pottery items. Non Financial areas of an organisation also affects success

which is incurred by them. The balanced scorecard will also help in measuring success
through non financial areas.
 The initiatives taken by the management team of Emma Bridgewater will help in
analysing the customer perspective by using the balance scorecard metrics. Through this
the activities performed are executed in order to gain insight of what consumers want and
what are their needs and wishes. The perception of consumers is very vital as this will
result in manufacturing such products which are demanded and will result in high sales
and revenue generation.
 Balanced Scorecard is used to examine existing tasks and activities, through which focus
can be made on reducing the defects by organising training and development
programmes. Applying Balance Scorecard, will make employees learn new and
innovative things which will improve their competencies and also the working skills.
Balance Score Card is a tool which help the respective organisation to work for achieving
long term goals which was pre determined.
 In the end it can be concluded by saying that balanced scorecard approach will ease down
the procedure of determining what is required by organisation. This is performed by
execution of activities and managing the same by a means of identifying, controlling and
evaluating the same.
REFERENCES
Books and Journals
Buckley, J., Letukas, L. and Wildavsky, B. eds., 2018. Measuring success: Testing, grades, and
the future of college admissions. JHU Press.
Taylor, S.R., 2017. Issues in measuring success in community-based Indigenous tourism: elites,
kin groups, social capital, gender dynamics and income flows. Journal of Sustainable
Tourism, 25(3), pp.433-449.