Gianni & Sons buys T-shirts in bulk, applies its own trendsetting silk-screen designs, and then sells the T-shirts to a number of retailers. Gianni wants to be known for its trendsetting designs, and it wants every teenager to be seen in a distinctive Gianni T-shirt. Gianni presents the following data for its first two years of operations, 2016 and 2017.

Administrative costs depend on the number of customers Gianni has created capacity to support, not on the actual number of customers served. Gianni had 3,600 customers in 2016 and 3,500 customers in 2017.
Required
1. Is Gianni's strategy one of product differentiation or cost leadership? Explain briefly.
2. Describe briefly the key measures Gianni should include in its balanced scorecard and the reasons for doing so.

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2016 2017 1. 2. 3. 4. 5. 6. 7. 8. Number of T-shirts purchased Number of T-shirts discarded Number of T-shirts sold (row 1- row 2) Average selling price Average cost per T-shirt Administrative capacity (number of customers) Administrative costs Administrative cost per customer (row 7 row 6) 215,000 15,000 200,000 $ 30.00 $ 15.00 4,500 $1,633,500 $ 363 245,000 20,000 225,000 S 31.00 S 13.00 4,250 S1,593,750 S 375