Balanced score card between financial measures of performance and Long-range

competitive abilities. The firm performance depends on financial, customer, internal business and
innovation and learning. Stake holders must b taken care of survive, succeed and prosper. Also
customers expects from company is new products, responsiveness and quality. The company must
be excelling in internal business.

Mobil Corporation operates more than 100 countries. 19.8% increase in revenue. 2.8%
return on capital employed. McCool initiated major studies of business processes and organizational
effectiveness. To make the most of its existing assets and focus more intensively on customers.

Recognization of USM&R, i994, 17 Natural business units and 14 service companies. Reasons
for recognizaton are

 get staff costs under control

 learn to focus on the customers
 gt everyone in the organization thinking
 newly developed strategy on customer segmentation

Goals of recognizatons are

 USM&R decided to focus on 59% of gasoline buyers

 Upgrade all service stations
 Redesign and re-orient MObil’s C- stores

Implementations and initiative must start at the top. Only senior management has grasp of overall
strategy and authority to make strategy decisions. Doomed without commitment from the top.
Requires team work collaboration. Different perspectives, expertise required. It is not one person
job. The goal was to increase the profit of dealers and marketers of Mobil products, as measured by
Total Gross Profit of dealers and the monthly gross margin from Alternative Profit Centres –
convenience stores and service bays.