Question $2$

"Success in strategy formation and implementation is necessary for an organisation to do well and sustain its competitive advantage".

'Over the years, Michelin's worldwide revenue increased, despite frequent fluctuations in the market. The lowest point for the company occurred in $2009\text{'}.$ During $2009,$ Michelin needed to make various changes. Draw a strategic map by specifying strategic objectives for each element of the Balanced Scorecarsd $($as explained in this module$)$ that could be formulated for the company during $2009$ to $2021.(20$ marks, of which $5$ marks will be awarded for each element of the Balanced Scorecard correctly identified and applied to the case, with appropriate strategic objectives and an indication of the interconnectivity between the elements$).$

$[20$ marks$]$