Nile is an online, mail-order company, which provides customers with a wide variety of products. The managers of Nile have identified their financial objectives as: grow operating income and increase shareholder value. To accomplish the company’s financial goals, the managers have determined the company needs to increase customer satisfaction and market share. To increase customer satisfaction and market share, Nile needs to reduce delivery time, increase product offerings, and improve customer service. To meet these objectives, Nile will need to attract and retain quality employees and continually improve the quality of employee training. The information technology systems to support the online orders are on par with Nile’s competitors.

Required 

1. Draw a strategy map as in Exhibit 12-2 describing the cause-and-effect relationships among the strategic objectives you would expect to see. 

Exhibit 12-2

Present at least two strategic objectives you would expect to see under each balanced scorecard perspective. Identify what you believe are any

(a) strong ties,

(b) focal points,

(c) trigger points, and

(d) distinctive objectives. Comment on your structural analysis of the strategy map.
2. For each strategic objective, suggest a measure you would recommend in Nile’s balanced scorecard.

Transcribed Image Text:

FINANCIAL PERSPECTIVE CUSTOMER PERSPECTIVE Increase customer satisfaction Focal Point Grow operating income Increase shareholder Focal Point value Reduce delivery Meet specified D time to customers delivery dates INTERNAL- BUSINESS- PROCESS PERSPECTIVE Improve manufacturing D quality and productivity Focal Point Improve manufacturing controls LEARNING AND GROWTH Align employee and organization goals PERSPECTIVE Focal Point Develop employee process skill Empower workforce Increase market share Trigger Point Improve post-sales service Improve manufacturing & business processes Follow up service call Focal Point Enhance information system capabilities