Nathan Ltd manufactures corrugated cardboard boxes. It competes and plans to grow by selling high-quality boxes at a low price and by delivering them to customers quickly after receiving customers' orders. There are many other manufacturers who produce similar boxes. Nathan believes that continuously improving its manufacturing processes and having satisfied employees are critical to implementing its strategy in 2015.
Required:1. Is Nathan's 2015 strategy one of product differentiation or cost leadership? Explain briefly.
2. Bendix Ltd, a competitor of Nathan, manufactures corrugated boxed with more designs and colour combinations than Nathan at a higher price. Bendis's boxes are of high quality but require more time to produce and so have longer delivery times. Draw a simple customer preference map for Nathan and Bendix using the attributes of price, delivery time, quality and design.
3. Indicate two measures you would expect to see under each perspective in Nathan's balanced scorecard for 2015. Use a strategy map to explain your answer.