International Journal of Advanced Engineering Research and Science (IJAERS) [Vol-7, Issue-11, Nov- 2020] https://dx.doi.org/10.22161/ijaers.711.2 ISSN: 2349-6495(P) | 2456-1908(O) www.ijaers.com Page | 7 Development of a Strategic Plan for a Retail Company in the Kingdom of Saudi Arabia using Balanced Scorecard Rayan Salim Balain 1 , Ali Rizwan 2 1 Master Degree Student, Department of Industrial Engineering, Faculty of Engineering, King Abdulaziz University, Jeddah 21589, Saudi Arabia 2 Assistant Professor, Department of Industrial Engineering, Faculty of Engineering, King Abdulaziz University, Jeddah 21589, Saudi Arabia Received: 7 Sept 2020; Received in revised form: 24 Oct 2020; Accepted: 28 Oct 2020; Available online: 3 Nov 2020 ©2020 The Author(s). Published by AI Publications. This is an open access article under the CC BY license (https://creativecommons.org/licenses/by/4.0/). Abstract— The sales of the beauty care department in a leading retail company has shown a negative trend due to economic crises, VAT implementation, and introduction of foreigner’s renewal fees. The present study aims to identify the problems and develop a 360 strategic plan for the beauty care department. The objective is to enhance department sales and regain the lost market share. Data has been collected from the company data repository (BI) and Nielsen market share. Analysis reveals that strategic decisions like promotion adjustment and introduction of new brands can grow the sales up to 13%. Moreover, the margin of the department has been enhanced by 5% due to the application of blue ocean strategy. Inventory management especially under Covid19 crises is one of the elements, which can be tackled under the financial perspective. Similarly, customer awareness can be created by focusing on flyers and social media. The two segments of higher ticket brands can be used to uplift the basket size of the department and encourage customers to spend more money on these items. Furthermore, Balanced Scorecard is used to develop a strategic plan covering the perspectives of financial, customer, internal processes, and organizational learning. The findings of the study can be beneficial for organizational leaders to enhance the productivity and profitability of their respective organizations in the challenging times of COVID-19. Keywords— Balance Scorecard, Category Management, Retail Industry. I. INTRODUCTION In one of the biggest retail companies in the Kingdom of Saudi Arabia, when the economic crises happened in 2017, it has impacted all retail companies. Still, the impact on this company was higher. Besides, after VAT implementation beginning of 2018 the decline increased even more, the company was looking for the sales decline on the department level. The biggest decline was coming from Grocery Non-Food and particularly from the Beauty Care department by -20% in Jan 2018 vs. last year, this decline is not totally resulted by the economic crises as the market decline was -7% which means that the company is losing massive market share, management concluded that strategic plan has to be done in Beauty Care department using Balanced Scorecard Model. [1-3] II. LITERATURE REVIEW 2.1 Retail Background in Saudi Arabia Retail is an old activity start over 2,000 years back; Mecca was the center of the middle east trade, as Mecca was being visited by all Arabs and engaged in commercial activities (Buying and Selling). The establishment of modern supermarkets in Saudi Arabia was of very recent origin. It dates to 1979, Souks Company, Ltd. in Dhahran was opened, which operated under British management.