Metro de Madrid

Metro de Madrid is involved in a process of ongoing transformation aimed at consolidating its leading position and confronting the major strategic challenges expected in the period between 2011-2014. To this end, starting in the year 2000, we have undertaken a continuing process of review of our strategy for the purpose of adapting it to the new needs and changes in our environment.

The Corporate Balanced Scorecard, hereinafter the BSC, was thus defined, together with the deployment architecture of the functional and departmental BSC’s to be developed over the coming years. At the present time we have 8 fully operational Departmental Balanced Scoreboards, both for business units as well as staff units, and another 3 Functional BSC’s (relating to transversal functions which are developed in all of the environments of the company): one relating to the Human Resources function, another, concerning the contribution by Metro de Madrid to sustainable development in its three dimensions (social, environmental and economic) and another with respect to the Economic function of each and every one of the departments.

The plan for change was built parallel to the design of the BSC’s and consists of a set of strategic projects, designed to drive those key objectives where a significant impulse is sought. These projects can impact on one or several objectives and, in the majority of cases, the purpose of such projects is to optimise the execution of the basic processes of the business to maximise the quality produced.

As an outcome of this effort, Metro de Madrid was given the “Hall of Fame” award in 2006, a recognition granted to those companies which have achieved excellence in the process of the implementation of the Balanced Scorecard methodology for strategy management and have obtained considerable progress in their results thanks to the application of such methodology.

At the present time, as a result of the latest review of the strategy, Metro de Madrid defined:

Our Mission: What do we want to be?

“The most socially profitable mobility option, and the one that best meets customer expectations”

Metro de Madrid’s mission reflects the two strategic mainstays on which the rest of the company’s activity is based, namely:

To be a sustainable transport option that is profitable in economic, social and environmental terms for everyone we serve (for our interest groups as a whole).

To be the transport option that best meets the needs and expectations of our present and future customers.

Our Vision: How are we going to become what we want to be?

Metro de Madrid’s vision comprises the courses of action that will inspire the company’s activity to accomplish its Mission. The graphic representation of this vision is a target: the central circle shows our challenges as regards the traditional passenger transport service. The middle ring reflects the expansion of the underground network with a greater level of coverage of the Madrid region, and the outer ring represents Metro de Madrid’s activity relating to consulting projects and franchises for both national and international companies. However, it would impossible to tackle all these challenges without the direct involvement of each and every one of our employees, and therefore this constant effort is reflected in the arrow that crosses the three circular sections of the target.

Our Values: What is our distinguishing feature?

The final part of the strategy review process involves defining the values that will govern the way our employees perform their activities. Three different levels are established: corporate, organizational and personal:

• Corporate: Management excellence, Public Service and Dynamism and Innovation
• Organizational: Results orientation, Collaboration and Development
• Personal: Professional integration, Teamwork and Proactivity and Participation

The corporate values inspire the whole company’s way of working at a general level, the organizational level is related to the values involved in the work carried out by the business units and, finally, the personal values should inspire the behaviour and performance of each and every one of Metro de Madrid’s employees.