write my assignment 5542

Sime, Inc., refines gasoline and sells it through its own Sime Gas Stations. On the basis of market research, Sime determines that 60% of the overall gasoline market consists of “service-oriented customers”, i.e. medium- to high-income individuals who are willing to pay a higher price for gas if the gas stations can provide excellent customer service, such as a clean facility, a convenience store, friendly employees, a quick turnaround, the ability to pay by credit card, and high-octane premium gasoline. The remaining 40% of the overall market are “price shoppers” who look to buy the cheapest gasoline available. Sime’s strategy is to focus on the 60% of service-oriented customers. Sime’s balanced scorecard for 2014 follows. For brevity, the initiatives taken under each objective are omitted.