This case is centered on continental media group’s profitability issues. The businesses under the group as well as new opportunities were under consideration. The usage of management control systems to identify and assess new strategic opportunities is the subject of this case. The main discussion in this regard is based on a system that allows managers to interact. This interaction leads to the formulation of new strategies. The system is also utilized to assess the crucial areas of the organization as well as the ambiguous situations in business. The system is defined clearly through exhibits.