Using Strategy Maps

1
Session VI

• Using Strategy Maps

2
Strategy Maps and Implementation

• Use of strategy maps
• Visual display of strategic linkages
• Alignment tool when introduced from the top
  (corporate) down (SBUs)
• Directional tool
• Diagnostic tool
• Mobil North America Marketing Refining example

3
Mobil No. American Marketing Refining
Revenue Growth Strategy
Improve quality of our revenue by understanding
customer needs and differentiating ourselves
accordingly
Financial
Customer
Internal Processes
Learning
4
Mobil No. American Marketing Refining
Revenue Growth Strategy
Improve quality of our revenue by understanding
customer needs and differentiating ourselves
accordingly
Financial
RevenueGrowth
VolumeGrowth
Net MarginIncrease
Customer
Delight theCustomer
Did we eliminate the dealer?
Internal Processes
Non-GasGoods Services
Best in ClassFranchises
On SpecOn Time
Climate
Tools
Competency
Process Improvement
Personal Growth
FunctionalExcellence
Learning
5
Mobil No. American Marketing Refining
Revenue Growth Strategy
Improve quality of our revenue by understanding
customer needs and differentiating ourselves
accordingly
Financial
RevenueGrowth
VolumeGrowth
Net MarginIncrease
Customer
Delight theCustomer
Win-WinDealer Rel.
Internal Processes
Non-GasGoods Services
Best in ClassFranchises
Have we achieved perfection?
Climate
Tools
Competency
Process Improvement
Personal Growth
FunctionalExcellence
Learning
6
BSC and Strategy Map Litmus Test

• Can you understand the strategy by looking at the
  scorecard and the strategy map?
• Use the Ifthen model