Chuck Waylon is the owner of a manufacturing company called Bricks and Mortar. Bricks and Mortar sells composite building materials. The company's competitive strategy is to offer reasonably-priced quality composite building materials that are made using environmentally-sensitive production processes. Similar products sell for higher prices. Chuck created a balanced scorecard for Bricks and Mortar for the first time. KPI Objectives Financial Perspective Cash flow Cash received Increase gross margin Gross margin Customer Perspective Improve time to market Time to get a new product to market Customer returns Improve customer satisfaction Internal Processes Perspective Improve employee performance Reduce order errors Reduce reorder time Time taken to place an order Learning and Growth Perspective Improve employee retention Number of employees with long service Empower workforce Number of line managers a) Is Bricks and Mortar following a cost-leadership or differentiation strategy? Support your answer b) You have been recently hired as a consultant for Bricks and Mortar. Identify any problems with its current balanced Scorecard. c) Update Chuck's balanced scorecard and identify both the errors you identified in part b) and suggest a correction. Ignore target and actual performance. KPI Objectives Incorrect Financial Perspective Correct Incorrect Correct Customer Perspective Internal Processes Perspective Learning and Growth Perspective