Super Chicken operates a chain of takeaway chicken shops. The company is operating in very competitive market, and it is difficult to gain and maintain market share.

Management believes that it is important to monitor competitor's actions closely, and to continually offer new products and special promotions to create high visibility among customers.

The management team has recently reviewed its mission, which is: to be a caring and environmentally responsible company, providing fresh and nutritious meals at an affordable price/

Required:

1. Consider the four perspectives of Kaplan and Norton's balanced scorecard (BSC). For each perspective, develop objectives and a series of performance measures. Consider both lag and lead indicators. Make sure that your objectives and measures support the mission of Super Chicken.

2. Identify two limitations of a balanced scorecard (BSC) in general.

3. Please explain the role that the management accountants play in organizational decision-making (in the area that include pricing, equality etc). (please add some example as well).