The term "benchmarking" is translated from English as "to mark a place", this is a way of studying the activities of other firms and competing companies in order to use their developments with benefit for themselves. There are several types of such schemes, with the selection of valuable tools that you need to be able to use.
Benchmarking - what is it?
Benchmarking is a comparative analysis of available indicators, definition and application of the best examples of effective work for your business. Often explore the achievements of companies that work in a similar field, although some general schemes can be used for any sales representations. The main are two processes:
- Evaluation.
- Comparison.
Benchmarking functions
The success of the project depends on the precise performance of the functions at each stage of implementation, the benchmarking methodology includes seven steps:
- Assessment of the organization and options for improvement.
- Definition of the subject for comparison.
- Search for the right sample company.
- Collecting materials.
- Analysis of information and definition of the framework for implementation activities.
- The use of experience in practice.
- Study of the results.
As for the functions of such a method as benchmarking, they are distinguished by four:
- Commodity policy . Determines the type of product and niche in the market.
- Price formation . The best price for the product is calculated. Main tools: extra charges and discounts.
- Advertising . Use of all its types: from banners on the streets to ads on the Internet.
- Sale, sale . Find reliable intermediaries, clearly share power, responsibility and consideration of claims.
Advantages and disadvantages of benchmarking
Many are trying to figure out what kind of method, benchmarking, and what are its strengths and weaknesses. The main positive aspect is the correct use of the actions of competitors or firms with extensive experience in the required field, for their own benefit. The drawbacks of the method are in the complex extraction of information, since no one wants to share it. The effectiveness of benchmarking also depends on how these points are taken into account:
- examples of foreign companies do not always fit into domestic realities;
- it is difficult to identify a firm on the Russian market that should be taken as an example, since it may have a lot of underwater reefs, and no one is advertising them.
Types of benchmarking
Today, both in the domestic and European markets - fierce competition, so do not lose sight of how other businessmen do business. After all, it can get out of the market very quickly, and until this happens, benchmarking, with proper implementation of the methods, can be of great help. Researchers distinguish several types of benchmarking:
- Benchmarking competitiveness . This is a comparison of the products and methods of management of their enterprise with more successful ones.
- Internal benchmarking . Comparison of production units with similar ones within the enterprise.
- Functional benchmarking . The functions of different organizations that work in one sphere are compared.
Benchmarking tools
Benchmarking tools are many, their application depends on what tasks are being set. Many miss the main point - this technique is not one-time, but continuous, because the conditions change, and with them - and the features of the activities of rivals in business. Therefore, you need to keep your hand on the pulse and be flexible. The benchmarking method includes:
- work in the framework of experience exchange;
- computer forecasting;
- analysis of advertising and public relations;
- polls, questionnaires, conducting focus groups.
As theory and practice show, optimal achievements appear when combined benchmarking is combined, taking into account the experience of firms working in a different field and benchmarking the process. You need to focus on such indicators:
- price, quality, variety of goods;
- the level of service;
- communication with potential customers;
- system of discounts, promotions, new products.
Stages of benchmarking
The benchmarking wheel is constantly on the move, the stages of its holding can vary, taking into account innovations, but should be preserved in the chronology of the action. There are five main stages:
- Identify the issues that need improvement.
- Search for the most experienced companies as a model.
- Analysis of your company's data.
- Study data on materials for more successful businessmen.
- Comparison of information and its successful use.
For the analysis, it is best to hire at least three companies to develop a fuller picture. The collection of information requires the establishment of an agent network, which should also be taken care of before the implementation of plans. To achieve maximum efficiency, experts advise paying particular attention to clarifying such issues:
- With the help of which methods it was possible to achieve high indicators?
- Is there a big difference between the companies selected for comparison?
- Is it realistic to use these technologies in the work of your enterprise?