Company: SingTel (Singapore Telecommunication)

Topic Area: Firm Level Analysis

Framework: Balanced Scorecard

General

This workshop exercise can be used individually

This workshop exercise can be used for knowledge and skill development and may be incorporated into the assessment for this unit.

If this is to be used as part of the formal assessment process this will be outlined in the accompanying Course Description.

Task

You could also apply this framework to other companies in this industry e.g. competitors, customers and suppliers.

The firm is to be analysed via the four perspectives Finance, Customer, Internal and Learning & growth of the Balanced Scorecard framework.

The worksheets have been developed to allow you both analysis the firm in its current state - and also to consider how a firm might need to position itself in the future - part of the latter is to have some base level understanding of maybe some of the factors that MAY become more or less important in the future. Also it is likely that there will be some "NEW" factors emerge in the future - and others that may no longer have any real significance.

The exercise requires YOU to identify and suggest key factors within the four perspectives - almost identifying the key success factors in each perspective - as it relates to the firm being analysed.

Yes - the worksheets require a level of assumption and subjectivity and in a full commercial situation you would have access to more complete data and information.

However - many business decision s are made in the absence of complete and perfect knowledge and information and there is always a level of well developed subjective judgement

The exercise is about process and judgement/accuracy etc. And not being the absolute expert on the firm and the associated industry.

Note: Prepare Balance Scorecard of SingTel and discuss each four perspectives separately.