Fall Ltd is a supermarket in Leeds. It is known for its flexible operating style, with both a physical and online presence. Home deliveries of groceries ordered on the phone

and online are customarily completed within 72 hours. For those not placed physically, 60% of the orders are made through the telephone while 40% are made online.

Recently a rival company, Spring Ltd, introduced a quicker home delivery option to its customers in Leeds. This includes a 24-hour delivery time for groceries ordered online.

Being that Leeds is highly populated by seniors and retirees (65% of the population), Spring has attracted Fall Ltds customers and this has led to decline in sales for Fall

Ltd. The management has now reviewed their internal process in line with their core values and strategic objectives. The strategic objectives of Fall are:

- Consistent increase in companys revenue and profits

- Value customer service

- Increase process efficiency

(a) Critically evaluate the four perspectives of Balanced Scorecard.

(b) Write a report to the management of Fall Ltd, identifying which perspective of the Balanced Scorecard each objective belongs to and

propose two measures for each objective of Fall Ltd.

(c) Critically discuss the criticisms of using the Balanced Scorecard approach.