(i) Existing performance dashboard
In assessing the choice of metrics in the dashboard, it would be best to begin with a clear picture of the aims and broad strategy of MS.
The main aims appear financial and this is appropriately reflected in the main heading of the dashboard and the fact that this heading has three metrics not just the two in the other areas. The first aim is growth, which is reflected in the change on previous year data given in the dashboard and most specifically in the revenue data given.
The trend can be seen with three years of data reflecting the growing activities of MS. The second aim is to maximise shareholder wealth. This is measured indirectly through return on capital employed (ROCE).
However, as ROCE does not take account of a number of issues (e.g. tax or financing costs), it does not directly measure shareholder wealth. It would be worth considering replacing ROCE with a value-based measure such as economic value-added which over the long term should more accurately reflect shareholder wealth.
The other elements contained in the broad strategy are seeking competitive advantage in two ways:
1. to create innovative products which reduce injuries and improve performance.
2. to be the leading marketing operation in Ceeland.
The current dashboard reflects these strategies in the design and brand headings. However, the metrics used in each seem to lack important aspects of the stated strategies.
The number of design awards won indirectly measures the quality of the products but it does not measure innovation. The number of new products or features on our products would more accurately do this. The design heading does not specifically address the key advantages mentioned of injury reduction and sporting performance. It will be difficult to provide two metrics which will cover all of these areas.
However, if the criteria of the awards are injury reduction and performance and if a metric of number of new products launched is added, then the strategy is broadly covered by two measures.
The strategy of being a leading marketer is partially covered by the existing metrics of brand awareness, although without a comparator it is difficult to gauge whether this is a market leading figure. A more appropriate measure in the context of competitive advantage would be market share and in fact, looking at the data on footwear, we have 32% (= 2m/6·25m) of this important market which is 55% of our revenues (= $150m/$273m).
Also, brand awareness is only measuring the recognition of the brand, not whether there are positive sentiments towards the brand. Market share, however, gives a clearerpicture of this as it reflects the purchasing choices of consumers.
The SWOT analysis suggests further possible areas for measurement such as supply chain management, but the board has ruled out new headings on the dashboard. This would have to be indirectly measured through the financial heading by using a metric such as gross or operating margin. Indeed, it may be worth replacing the absolute operating profit figure with the margin figure for this purpose.
The SWOT analysis also identifies two issues in marketing:
1. There is a linked pair of points – weak IT expertise and the threat of change in marketing channels. This would affect MS’ marketing operations as they may lack the skill to exploit these new marketing opportunities.
This issue falls under the brand heading and if it is felt that market share covers brand awareness, as previously mentioned, then the second measure under this heading should address MS’ management of the changes in marketing channels by looking at the number of followers of MS on social media who either read or more actively respond to our social media messages.
2. The loss of a brand ambassador which, as the business has only got 10 of these, may be significant. In addition, the fact that the loss is tied to an injury which should not happen with MS’ products is particularly problematic.
This suggests measures under the brand heading of ‘number of ambassadors’ or else requires an injury reduction metric under the design heading – although we already have two metrics proposed under this heading (awards won and new products).
The board will need to prioritise between these issues to decide on a second metric within the brand heading.
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