Core Competencies Balance Scorecard

Miley Cyrus The core competence analysis emphasizes whether an organization has unique selling points that will help it succeed in business. These are relevance, difficulty of imitation, and breadth of application (MindTools, 2013). Miley Cyrus scores well on all three counts, which means that she has the core competencies needed to succeed in the entertainment performer field. Cyrus has maintained a high degree of relevance, which is critical to success as a popular entertainer.

She parlayed a high level of exposure in a role as Hannah Montana into an adult music career. In particular, she has taken steps of late to cement this transition both for her fans and for the media. Had she not taken these steps, her relevance as a child performer who is no longer a child would be in steep decline. By re-inventing herself as a mature performer in the mainstream she has improved her relevance.

Cyrus competes in an industry where there are many similar performers who emphasize pop music and imagery in their performances. Cyrus has undertaken several strategies to ensure that her brand is unique and difficult to imitate. Part of this involves her fan base, which has always been large. Key to maintaining success is to maintain a large fan base through the career transition period and this has occurred.

Furthermore, moves like cutting her hair give Cyrus a distinct look that help to differentiate her from the traditional pop star glamor look. At this point, Cyrus has transcended the generic pop star imagery to establish herself as a superstar with her own uniquenesses. Lastly, she has combined this with breadth of application as she has dabbled in acting. With increased breadth she can sustain a longer career but for the time being Cyrus' focus is not something that will hurt her.

The balanced scorecard reflects that business success is not simply about profits, that there are other stakeholders and when their needs are met the organization as a whole will enjoy greater success (Marr, 2013). There are four perspectives to the balanced scorecard- the financial, customer, internal processes, and the learning and growth perspective. Clearly, Cyrus is success along the financial dimension, having earned tens of millions of dollars in her career. The customer service perspective argues that if customers are satisfied then success will follow.

On this Cyrus also appears to be successful. She sells a lot of records and concert tickets by giving customers what they want in terms of performance, show and attention. Cyrus does not have problems with cancelling shows as other pop stars have done (Kanye West, Justin Bieber), a move that resonates poorly with the fan base. If she maintains success at pleasing fans, Cyrus should expect continued success. The internal processes dimension reflects the development of core competencies, and it has been established that Cyrus has strong core competencies.

Her marketing machine is effective at getting the message out and her entertainment design team has been able to put shows and public appearances together without any major glitches. The result is a polished performer who can push the right buttons to get and maintain the public's.