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Barnes Boards (BB) is a skateboard manufacturer that markets its products directly to customers online. At the end of 2021, BB tried to improve its

Barnes Boards (BB) is a skateboard manufacturer that markets its products directly to customers online. At the end of 2021, BB tried to improve its competitive position within the electric longboard market by implementing a combination of revenue-increasing and cost-saving initiatives. That is, BB wanted to become a lower-cost producer of longboards while also taking action to increase revenues. A Balanced Scorecard was developed to guide the company toward this objective. To lower costs, BB implemented ideas related to JIT production, total quality management, and activity-based management. Now (after 2 years), the CEO of BB wants to assess the impact of the changes. The following information has been collected (all related to electric longboards).

2021 2023
Theoretical annual capacity* 249,600 249,600
Actual production** 208,000 234,000
Market size (in units) 1,300,000 1,300,000
Production hours available (40 workers) 104,000 104,000
Very satisfied customers 83,200 140,400
Actual cost per unit $325 $260
Days of inventory 15.6 7.8
# of defective units 13,000 5,200
Total worker suggestions 104 312
Hours of training 260 1,040
Selling price per unit $315 $315
# of new customers 5,200 26,000

*Amount that could be produced given the available production hours; everything produced is sold.

**Amount that was produced given the available production hours.

Required

1. In Microsoft Word or Excel, create a table that communicates the following.

  • All of the measures listed below
    • actual velocity and cycle time (2021 and 2023)
    • Percentage of total revenue from new customers (2021 and 2023) (assume one unit per customer)
    • Percentage of very satisfied customers (2021 and 2023) (assume each customer purchases one unit)
    • Market share (2021 and 2023)
    • Percentage change in actual product cost (2023 only)
    • Percentage change in days of inventory (2023 only)
    • Defective units as a percentage of total units produced (2021 and 2023)
    • Total hours of training
    • Suggestions per production worker
    • Total revenue
    • Number of new customers
  • For each measure, identify a likely strategic objective (assume there is one measure per objective)
  • For each measure, identify the related Balanced Scorecard perspective

2. Express BB's strategy as a series of if-then statements.

3. Prepare a strategy map that illustrates the relationships among the likely strategic objectives.

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