FlexiBus provides a passenger bus service between two major cities in Spain: Barcelona and Zaragoza. The buses run frequently and travel the distance between the two cities in three hours. Apart from passenger transportation, FlexiBus also provides transportation of goods between the cities. Besides FlexiBus, there are other bus operators that provide transportation services between these two locations. Both Barcelona and Zaragoza are economically booming and witness a lot of passenger traffic. The road network between the two cities has been well maintained by the authorities.

Required
1. What is the strategic information required by FlexiBus’s management regarding customer demand, competition and finance that will be instrumental in planning its future business operations?
2. Discuss how the strategic information available to FlexiBus’s management could be presented in a balanced scorecard format by FlexiBus’s management accountant to aid FlexiBus’s senior management in operational and strategic planning.