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Cercica strategy lab (portfolio revision and transformation plan) - Cermov
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The main goal of this chapter is to analyze Cercica ́s unprofitable entrepreneur business unit –Cer Mov–and suggest an action plan to reverse its negative performance. For this task to be accomplished, the analysis followed a 4 steps approach: overview, diagnosis, deep analysis and recommendations. Primarily, an online survey was conducted to employees of this BU to perceive their opinions about CerMov ́s organizational position, at various levels. Furthermore, several meetings were held with the coordinator of this unit to gather specific relevant information. Secondly, a financial diagnosis was also handled, based on several documents provided by Cercica, referring to the year of 2019, being the last report available until now. This analysis showed a negative performance due to the low revenues generated, resulting from low monthly fees charged to internal and external customers. Lastly, a benchmark analysis was led with other entities of similar missions to compare the prices charged to external customers. This research was made by telephone calls, e-mails, websites and physical visits (of the contacted entities only 64% responded).The obtained results suggested that CerMov charges prices below the market average of some of the offered activities. After the deepen analysis it was proposed recommendations in order to help CerMov fulfill its purpose of serving as a financing complement.
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Therapeutic activities Motor activities Disabilities Operational profit Income