Diseño de un cuadro de mando integral para palavas depilación laser limitada.
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Date
2024
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Publisher
Universidad de Concepción
Abstract
Palavas Depilación laser limitada es una clínica estética con más de 10 años de experiencia, especializada en tratamientos de depilación láser, inyectables y harmony. Durante este tiempo, la clínica ha atendido a más de 30.000 pacientes y ha realizado más de 130.000 sesiones en sus 4 sucursales, tres ubicadas en Santiago y una en Chillán.
Este estudio propuso un diseño de Cuadro de Mando Integral (CMI), una herramienta de control de gestión que busca optimizar la eficiencia y mejorar la competitividad de la clínica. El CMI utiliza indicadores para medir el cumplimiento de objetivos estratégicos en 4 perspectivas: “Financiera”, “Clientes”, “Procesos Internos” y “Aprendizaje y Crecimiento”. Además, se consideró una quinta perspectiva de “Responsabilidad Social Empresarial”, debido a su creciente importancia.
Para desarrollar el CMI, se realizaron varios análisis fundamentales. Se realizó un análisis PEST, que evaluó factores políticos, económicos, sociales y tecnológicos que podrían afectar a la empresa. Se utilizó el Modelo Canvas para describir detalladamente el modelo de negocio de la clínica. Por último, para complementar la información faltante y obtener una comprensión más profunda se realizaron entrevistas con el personal. Toda esta información se integró en un análisis FODA, que permitió identificar las fortalezas, oportunidades, debilidades y amenazas de la clínica de manera comprensiva y estructurada.
Con esta información, se creó una estrategia general para la clínica, que se dividió en tres lineamientos: control de gestión eficiente, gestión de personas y mantenimiento de calidad y reputación. Estos lineamientos sirvieron como base para determinar los 16 objetivos estratégicos, los cuales se reunieron en un mapa estratégico. Cada objetivo cuenta con indicadores específicos, metas, responsables y periodo de medición, otorgando un total de 25 indicadores.
Se elaboró un tablero de control para facilitar la gestión a la gerencia, permitiendo un monitoreo constante y una toma de decisiones informada. De manera adicional, se incluyen algunos resultados preliminares de la implementación del CMI, que muestran mejoras en la eficiencia operativa y la reducción de costos.
El CMI propuesto y las estrategias asociadas buscan fortalecer la posición de Palavas en el mercado estético chilenos. La implementación del CMI permitirá a Palavas mejorar su control de gestión, alinear sus actividades con sus objetivos estratégicos y asegurar un crecimiento sostenible en el mediano-largo plazo.
Palavas Depilación Láser Limitada is an aesthetic clinic with over 10 years of experience, specializing in laser hair removal, injectables, and harmony treatments. During this time, the clinic has served more than 30,000 patients and performed over 130,000 sessions in its four branches, three located in Santiago and one in Chillán. This study proposes the design of a Balanced Scorecard (BSC), a management control tool aimed at optimizing the clinic’s efficiency and improving its competitiveness. The BSC uses indicators to measure the achievement of strategic objectives across four perspectives: “Financial,” “Customer,” “Internal Processes,” and “Learning and Growth.” Additionally, a fifth perspective of “Corporate Social Responsibility” was considered due to its growing importance. To develop the BSC, several fundamental analyses were conducted. A PEST analysis evaluated political, economic, social, and technological factors that could affect the company. The Canvas Model was used to describe the clinic’s business model in detail. Finally, to complement the missing information and gain a deeper understanding, interviews were conducted with the staff. All this information was integrated into a SWOT analysis, which comprehensively and systematically identified the clinic’s strengths, opportunities, weaknesses, and threats. With this information, a general strategy for the clinic was created, divided into three guidelines: efficient management control, people management, and maintenance of quality and reputation. These guidelines served as the basis for determining the 16 strategic objectives, which were compiled into a strategic map. Each objective has specific indicators, goals, responsible parties, and measurement periods, totaling 25 indicators. A control panel was developed to facilitate management for the administration, allowing for constant monitoring and informed decision-making. Additionally, some preliminary results of the BSC implementation are included, showing improvements in operational efficiency and cost reduction. The proposed BSC and associated strategies aim to strengthen Palavas’s position in the Chilean aesthetic market. Implementing the BSC will enable Palavas to improve its management control, align its activities with its strategic objectives, and ensure sustainable growth in the medium to long term.
Palavas Depilación Láser Limitada is an aesthetic clinic with over 10 years of experience, specializing in laser hair removal, injectables, and harmony treatments. During this time, the clinic has served more than 30,000 patients and performed over 130,000 sessions in its four branches, three located in Santiago and one in Chillán. This study proposes the design of a Balanced Scorecard (BSC), a management control tool aimed at optimizing the clinic’s efficiency and improving its competitiveness. The BSC uses indicators to measure the achievement of strategic objectives across four perspectives: “Financial,” “Customer,” “Internal Processes,” and “Learning and Growth.” Additionally, a fifth perspective of “Corporate Social Responsibility” was considered due to its growing importance. To develop the BSC, several fundamental analyses were conducted. A PEST analysis evaluated political, economic, social, and technological factors that could affect the company. The Canvas Model was used to describe the clinic’s business model in detail. Finally, to complement the missing information and gain a deeper understanding, interviews were conducted with the staff. All this information was integrated into a SWOT analysis, which comprehensively and systematically identified the clinic’s strengths, opportunities, weaknesses, and threats. With this information, a general strategy for the clinic was created, divided into three guidelines: efficient management control, people management, and maintenance of quality and reputation. These guidelines served as the basis for determining the 16 strategic objectives, which were compiled into a strategic map. Each objective has specific indicators, goals, responsible parties, and measurement periods, totaling 25 indicators. A control panel was developed to facilitate management for the administration, allowing for constant monitoring and informed decision-making. Additionally, some preliminary results of the BSC implementation are included, showing improvements in operational efficiency and cost reduction. The proposed BSC and associated strategies aim to strengthen Palavas’s position in the Chilean aesthetic market. Implementing the BSC will enable Palavas to improve its management control, align its activities with its strategic objectives, and ensure sustainable growth in the medium to long term.
Description
Tesis presentada para optar al título de Ingeniero Civil Industrial
Keywords
Cuadro de mando integral, Depilación, CMI (Cuadro de Mando Integral)