I need to form a balanced scorecard like this for the Marley Spoon company.

Here is some information necessary to create the balanced scorecard:

\fBalanced Scorecard Productivity Strategy Growth Strategy Long-Term Shareholder Financial Value Perspective Improve Cost Improve Asset New Revenue Increase Structure Utilization Sources Customer Value Customer Value Proposition Customer Price Quality Availability Selection Functionality Service Partnership Brand Perspective Product / Service Attributes Relationship Image Operations Customer Management Innovation Regulatory & Social Management Processes Processes Processes Processes Internal Supply Selection Opportunity ID Environment Perspective Production Acquisition R&D Portfolio Safety & Health Distribution Retention Design/Develop Employment Risk Management Growth Launch Community Human Capital Learning & Growth Information Capital Perspective Organization Capital Culture Leadership Alignment Teamworkm) Strategy Selection and Justification Marley Spoon's current marketing strategy uses the focused differentiation strategy. This is identied through their market presence of only being available online, which is within reach of only a niche group of consumers. The brand also has a higher cost than an average brand within the industry in addition to the risks of competitors being able to match rivalry by sewing similar capabilities to the same target market. which is displayed by Marley Spoon's tough rivalry with HelloFresh. Therefore, the best generic strategy for Marley Spoon to adopt is the broad differentiation strategy, which will align with the brand's objectives of becoming the leading meal kit delivery service worldwide. Broad differentiation strategy is more appropriate as it allows for the brand to acquire a larger target audience, maintain its premium pricing. fulll its objectives to enlighten the importance of sustainable & healthy eating habits to their consumers. As Marley Spoon is known for its service and quality and personalisation for people with specic dietary requirements (Shoemaker 2020), they could capitalise on various needs presented by different consumer segments. Before adopting the strategy. Marley Spoon should consider the several drivers that are unique to the industry such as their sales & marketing tactics, quality control, product attributes, customer services and research and development that is relevant to the brand and its goals. The broad differentiation strategy brings changes to the company in terms of enhanced brand reputation and strengthening and elongating relationship with customers. iv) Recommendations Short-Term: o Marley Spoon should adopt a penetrative pricing strategy as they could initially offer a lower price for value to new sign-ups and customers, as well as offering a lower rate to customers looking to cancel the subscription. In a saturated market with numerous similar products and services with price sensitive customers, a signicantly lower initial price will make Marley Spoon's brand stand out. This could also motivate customers to switch brands in addition to the value of service being offered from Marley Spoon that cannot be found in other brands. 0 Promotion through email and mobile marketing consisting of reminders for special promotions and offers for regular customers. discount codes and coupons seasonally. birthday promotions. student discounts and offers for new sign-ups. Mid-Term: o Capitalise partnership with Woolworths with exclusive discount cards passed out in their retail stores through pop-up stalls or on the receipts. This helps acquire the customer segments with families or older couples that are not present online. 0 The brand will be vigorously promoted through social and digital media channels such as Facebook, Instagram, Twitter, TIkTok, email marketing, and mobile marketing for the Gen Y. Social media marketing will use inuencers and celebrities that are well-known for their healthy lifestyles in addition to other public gures that advocate for sustainability and zero-waste. This allows for potential customers to be more interested in the brand due to the trust and dependency they put on their favourite online gures (Blue Fountain Media 2016). 0 Social and digital media channel promotions such as Facebook, lnstagram, Twitter. TIkTok for the Gen Y. Social media marketing will use inuencers and celebrities that are well-known for their healthy lifestyles in addition to other public gures that advocate for sustainability and zero-waste. This allows for potential customers to be more interested in the brand due to the trust and dependency they put on their favourite online gures (Blue Fountain Media 2016). o Venture into opening physical stores with their visual aesthetics, display, freshness of goods, customer service and sustainable practises being the embodiment of the brand's motivations and values, illuminating the quality that they have to offer. Long-Tenn: 0 Offer new products and services in addition to or substituting ingredients in the meal kits. The add-ons could include side dishes like mashed potatoes. salads, soups & fries and healthy desserts. Moreover, Marley Spoon can also offer refreshing products aside from main meals with a concept of sending \"fresh ingredients\" to bake goods from scratch at home. This allows for consumers to have a different experience from the usual product offerings. Another product line offer can be fresh fruit salads and platters, or fruit clusters meant for making smoothies and juices. Another venture for the brand can be offering online services for regular customers such as offering online cooking and baking classes based on their recipes for beginners, intermediate and advanced cocks at home. This service can help students and young couples prepare fresh and healthy meals on a daily. Marley Spoon should also consider offering frozen meats as that would help the brand penetrate a new market as well as reach out to a new customer segment. A more thought-out service offering can also include providing halal meals or kosher meals for customers with religion-based needs. This also allows for the brand to reach a market that most other brands in the market will not even consider. 0 As Marley Spoon is already available online, it should branch out to opening stand-alone stores and being accessible throughout grocery store franchises and convenient stores. This would aid Marley Spoon is attracting consumers from different segments and make the brand more visible to a bigger audience Australia (Retail insights 2022). 0 Offer loyalty points that will add up after each 12 (weekly) consecutive subscriptions. customers will receive a one-week subscription meal kit for free (free delivery included). This will allow for customers to remain loyal to the brand as it acts as an incentive (Indeed 2021). o The brand structure should focus on customer service as mentioned above. chefs will be available on demand for recipe tips and tricks, giving customers a personalised experience. Nutritionists will be available. with the rst consultation for free that will guide consumers to the meals they want (and need)