A PROJECT REPORTs

ON

BENCHMARKING PROCESS FOR

PRODUCT DEVELOPMENT

(Submitted in partial fulfillment of

The requirement for the award of the)

MASTER OF BUSINESS ADMINISTRATION

Submitted by

VISHAL GUNWANT PAHURKAR

(2018-2020)

Under Guidance of

Dr. SRILATHA PALEKAR

SUBMITTED THROUGH

INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH

(Affiliated to SAVITRIBAI PHULE PUNE UNIVERSITY, Maharashtra)
 DECLARATION

I hereby declare that the project entitled “Benchmarking Process For

Product Development.” submitted by me, in partial fulfillment of the

requirements for award of the degree of MBA at ASM’s Institute Of Business

Management And Research (I.B.M.R), Chinchwad, Pune affiliated to

Savitribai phule Pune University, is work turned out by me and has not been

submitted to any other University/Institute for award of any degree/diploma.

Date: Mr. Vishal G. Pahurkar

Place: ASM’s IBMR
 TABLE OF CONTENTS

1. Introduction……………………………………………........ 3

1.1 Definition………………………………………………... 4

1.2 Origins…………………………………………………… 5

1.3 Important of Benchmarking……...……………………… 6

2. Benchmarking Process………………………………... 7

2.1 Basic Steps……………………………………………….. 7

2.2 Questionnaire to Apply Benchmarking…………………... 11

3. Benchmarking Methodology ………………………..... 13

3.1 Examples of a Typical Methods………………………...... 13

3.2 Estimated Time and Effort of Benchmarking Methods...... 16

4. Types of Benchmarking……………………………………. 17

5. Criticisms of Benchmarking……………………………….. 22

6. Advantages & Disadvantages……………………………… 23

7. Conclusion ………………………………………………… 24

8. References………………………………………………...... 25

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1. Introduction

Benchmarking is a topic of general interest in quality management.

Thus, this paper will introduce several issues including: definition of
benchmarking, important of benchmarking, benchmarking process, types of
benchmarking, advantages & disadvantages of benchmarking and some
important information related to the benchmarking.

Businesses in both public and private sectors seek to continuously

improve the effectiveness and efficiency of their products and services. In this
regard, a number of changes have passed through the practices of most
organisations recently, especially concerning the management accounting
aspects. Business units are reviewing their costs, structures and the
efficiency of their functions. In response, the managers have undertaken a
review and benchmarking of their organisations’ costs and the efficiency of
business units despite having developing strategies to control other
operating costs.

As such, benchmarking has reached widespread diffusion and is now

considered as one of the most powerful tools for promoting process
improvements and re-engineering in many prominent organizations.
Benchmarking is a popular method for developing requirements and setting
goals.

It is often stated that those who benchmark do not have to reinvent the
wheel. By following others one can make improvements and not focus
on stale ideas. Benchmarking at first glance may be mistaken for a copycat

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form of developing strategic plans and for making improvements within an
organization. This is not true. Benchmarking is a process that allows
organizations to improve upon existing ideas. In order to eliminate myths and
misconceptions about benchmarking it is important to know exactly what
benchmarking is, the different types of benchmarking, the criticisms of
benchmarking, and the ethical practices concerning benchmarking.

1.1 Definition
 Defining benchmarking can be a confusing task as there are so
many definitions according to different perceptions and applications
of the technique and philosophy.

Benchmarking is often defined as a diagnostic instrument, a

self-improvement tool, a collaborative learning exercise and an on-
going evaluation and systematic approach of continuously measuring
work processes.

Also, benchmarking defined as a process for improving

performance of any organization by continuously identifying,
understanding & adopting outstanding practices and processes inside or
outside the organization.

Benchmarking is simply the process of measuring the

performance of one's company against the best in the same or
another industry. Benchmarking is not a complex concept but it
should not be taken too lightly. Benchmarking is basically learning
from others. Although, it is using the knowledge and the experience
of others to improve the organization. Moreover, it is analyzing the

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performance and noting the strengths and weaknesses of the
organization and assessing what must be done to improve.
Although, benchmarking is the systematic process of
measuring one’s performance against recognized leaders for the
purpose of determining best practices that lead to superior
performance when adapted and utilized.

Finally, benchmarking is the process identifying and learning

from best practices in other organisations and the purpose of
benchmarking is to provide a target for improving the
performance of any organization.
1.2 Origins

The term 'benchmarking' was first adapted to business

practices by Xerox in 1979. Through the systematic and
collaborative comparison of performance with its competitors,
Xerox’s aim was to evaluate itself, to identify its strengths and
weaknesses and adapt to constantly changing market conditions.

Benchmarking approaches have been gradually adopted by

many businesses in the context of the quality assurance and quality
enhancement movements and the need to ensure productivity and
effectiveness in the face of increasing competition. With the
development of New Public Management, benchmarking has also
become an increasingly popular management tool in the public sector
for the improvement of public services and administrations.

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1.3Important of Benchmarking

The Important of benchmarking derived from its benefits to

organizations. The are many benefits of benchmarking such as Creating a
culture that values continuous improvement to achieve excellence and
sharing the best practices between benchmarking partners. Although, it
increase the sensitivity to changes in the external environment and
shifting the corporate mind-set from relative complacency to a strong
sense of urgency for ongoing improvement. Moreover, bench marking
focusing resources through performance targets set with employee input
and increasing awareness of changing customer needs. Finally, it Create a
better understanding of the current position, encouraging innovation
and developing realistic, stretching goals and prioritizing the areas that
need improvement with establishing realistic action plans
Benchmarking allows you to discover the gaps in your
performance when compared with someone else. The Benchmarking
used for wield rang in organization for many aspects with deferent
ranking as showing in the table below:
2. Benchmarking Process

There is no single benchmarking process that has been universally

adopted. The wide appeal and acceptance of benchmarking has led to
various benchmarking methodologies emerging.

2.1 Basic Steps

There are many variations of the benchmarking process, but all
contain the same basic steps: planning, analysis, integration, and action
with monitoring. It is important to understand and implement all these steps
in order to carry out a successful exercise.
2.1 Planning:
Planning is an important starting point for benchmarking. This
phase is aimed at identifying the purpose, drivers and desired outputs
of the benchmarking process:

ĥ Identify subject to be benchmarked and determine the

objectives of the benchmarking exercise (a problem often

facing people is to scope the benchmark at the planning
stage).

ƒ ƒ• Identify potential partners: What is the

“benchmark”
against which you are going to compare yourself?

ƒƒ• Seek approval, commitment and support of senior

managers (when senior management is involved, it is easier

to motivate other levels of staff).

ƒƒ• Produce a work plan to determine the time schedule, tasks,

and team. It is advisable to establish an agreement on the

procedures to be followed by adopting.

ƒƒ• Determine the data collection method and agree on

definitions of indicators and performance measures to be

used.

ƒ ƒ• Collect data.

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2.2 Analysis:

This stage identifies the performance gap between the

organisation and the other organisation, norms or standards which it is
compared. From the analysis comes the understanding of the
performance gap, the causes of the performance gap, and action
required to close the performance gap. In the Figure below we can see
the gap between the organization performance and other
partner’s performance:

Thus, benchmarking is not just a comparative performance

assessment exercise but it also incorporates diagnostic analysis; that
is, finding out about the causes of identified levels of performance.

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 Once the causes are understood then solutions can be
identified and action taken to apply the solutions. It is at this stage that
the desired performance targets are formulated. The final target values
established during the integration stage when the feasibility of
achieving these values are discussed and agreed with key personnel
within the organisation. In this stage benchmarking helps:

ƒ Analyse data collected.

ƒ Identify the gaps in performance between your

organisation and those of other organisations

benchmarked, and examine the reasons for these gaps by
using gap analysis techniques.

ƒ Forecast future performance.

On the basis of the data collected, it is useful to estimate your

future performance, if you continue as you are, and to compare this
against the performance of the benchmarked organisations whose
performance is likely to keep on improving. The projected and
widening gap over time emphasises the need for benchmarking to
bring about improvement.
2.3 Integration:

The action plan developed from the analysis phase must be

integrated into the operational processes and procedures of the
organisation, in order to bring about the desired change. It is crucial
that the strategic planning team have the power within the
organisation to bring about change.

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2.4. Action and Monitoring:

Once acceptance of the new processes and procedures has

been gained they can be put into place to bring about desired change.
Monitoring and evaluation of the process is required at this stage to
ensure that desired targets are being achieved and that corrective
action, where necessary, is taken in time. In this stage benchmarking
helps to Develop action plans, implement plans and monitor results of
implementation and re-assess the benchmark: does it need to be
changed?
The basic principles of benchmarking are the same when
applied in any topic, sector or organization, and there is no obvious
reason why the organization requires using the benchmarking when it
needs to keep continues of improvement. The main four steps in
the benchmarking process are shown in the figure below:

Data Gathering
Planning
and Analysis

Action and Integration

Monitoring

Benchmarking Process

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2.2 Questionnaire to Apply Benchmarking
To determine if business, unit or organisation is ready for
benchmarking, they have to complete the following questionnaire,
based on American Productivity and Quality Center (APQC)
material. The organization Studies the statements and tick one box to
reflect the level to which the statement is true for its business, unit or
organisation (the questionnaire format shown below). Finally the
total score will indicate the organization appellate to the
benchmarking.

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American Productivity and Quality Center (APQC)

Questionnaire

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3. Benchmarking Methodology

3.1 Examples of Typical Methods

There are many methods to apply the benchmarking; the

following methods are examples of a typical shorter version of
the methodology:

3.1.1) Identify your problem areas

Because benchmarking can be applied to any business

process or function, a range of research techniques may be
required. They include: informal conversations with
customers, employees, or suppliers; exploratory research
techniques such as focus groups; or in-depth marketing
research, quantitative research, surveys, questionnaires, re-
engineering analysis, process mapping, quality control
variance reports, or financial ratio analysis. Before embarking on
comparison with other organizations it is essential that you know
your own organization's function, processes; base lining
performance provides a point against which improvement
effort can be measured.
3.1.2) Identify other organizations that have similar
processes

For instance if one were interested in improving hand

offs in addiction treatment he/she would try to identify other
fields that also have hand off challenges. These could include
air traffic control, cell phone switching between towers,
transfer of patients from surgery to recovery rooms.

3.1.3) Identify organizations that are leaders in these areas

In this method, look for the very best in any

organization and in any country. Consult customers, suppliers,
financial analysts, trade associations, and magazines to
determine which organizations are worthy of study.

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3.1.4) Survey organizations for measures and practices

Organizations target specific processes using detailed

surveys of measures and practices used to identify process
alternatives and leading organization. Surveys are typically
masked to protect confidential data by neutral associations and
consultants.

3.1.5) Selecting appropriate benchmarks

The performance of any organization is influenced by

industry and an economic condition which may have nothing to
do with whether organization has an effective continues
improvement implementation. Benchmarks serve the purpose
of adjusting an organization performance for the relevant
industry and economic influences.

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3.1.6) Finding the source for benchmarking

There are two main source of the benchmarking internal

and external. The internal source is the employees’
requirements and the external source is from customer, similar
organizations and best practice as shown in figure below:

Internal External

Customer
Internal Similar Organization
External
Best Practice

Source for Benchmarking

3.1.7) Visit the "best practice" organizations to identify

leading edge practices

Organizations typically agree to mutually exchange

information beneficial to all parties in a benchmarking group and
share the results within the group.
3.1.8) Implement new and improved business practices

Take the leading edge practices and develop

implementation plans which include identification of specific
opportunities, funding the project and selling the ideas to the
organization for the purpose of gaining demonstrated value
from the process.

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3.2 Estimated Time and Effort for Benchmarking Process

The estimation of time and effort for the basic improvement

stages of organization is showing in the chart below

The organization starts with its current performance. This is

the baseline. Through the implementation of continuous
improvement, the organization moves toward improvement. As the
organization institutionalizes continuous improvement, it progresses to
competitive, best in class, and world class. With the help of
benchmarking, this continuous improvement can be planned and
implemented to meet the organization’s specific objectives. This
improvement in benchmarking is showing in the figure below:
WORLD CLASS

BEST IN CLASS
COMPETITIVE
IMPROVING

BASELINE

Steps toward “World Class”

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4. Types of Benchmarking

There are several different types of benchmarking in which

a organization can engage. They may come in different forms and names
depending on individual perspectives. In each case, the type of
benchmarking selected depends on the measures needed and the methods used
to collect the data.

Benchmarking identifies the following as the main types of

benchmarking:
1. Internal good practice benchmarking.

This is achieved by the establishing of good practice

organisation – wide through the comparisons of internal activities or
operations. The key driver is the sharing of good practice in cross –
cutting activities, for example, by carrying out process improvement.
Internal Benchmarking involves seeking partners from within the
same organization, for example, from business units located in
different areas.
The main advantages of internal benchmarking are that the
access to sensitive data and information is easier, standardized data is
often readily available; and, usually less time and resources are
needed. There may be fewer barriers to implementation as practices
may be relatively easy to transfer across the same organization.
However, real innovation may be lacking and best in class
performance is more likely to be found through internal
benchmarking. Internal benchmarking take place between units or
sub-units of the same organization to improve the performance. This is
a comparison among similar operations within one’s own
organization. This is achieved by the establishing of good practice
organization-wide through the comparison of internal activities
or operations. The key driver is the sharing of good practice in
crosscutting activities, for example, by carrying out process
improvement.

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2. Competitive benchmarking

This type of benchmarking looks at competitor and examines

their processes. It seeks other institutions that are performing better
than the organization performance. When these processes are found,
the competitors‘ performance is compared with organization which
are in the same area.

3. Functional benchmarking

This type of benchmarking looks at any outside or inside

activity that is functionally exact to the processes under
review.

4. Generic benchmarking

This type of benchmarking looks at any outside or inside

activity that is generically the same as the one under review. It
involves partnerships of organisations drawn from different sectors
that wish to improve some specific activity or process.

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5. Strategic benchmarking.

Used where organisations seek improve their overall

performance by focusing in on specific strategies or processes. The key
driver is the enhancement of the organisation strategic direction and
goals and benchmarking will be carried out within the context of the
development of core business strategies.
Strategic Benchmarking is used where organizations seek to
improve their overall performance by examining the long-term
strategies and general approaches that have enabled high performers to
succeed. It involves considering high-level aspects such as core
competencies, developing new products and services; changing the
balance of activities; and improving capabilities for dealing with
changes in the background environment.
The changes resulting from this type of benchmarking may be
difficult to implement and the benefits are likely to take a long time to
materialize. The key driver is the enhancement of the
organizations strategic direction and goals and benchmarking will
carry out within the context of the developments of core transport
business strategies.

6. Performance benchmarking.
 A process whereby organisations use performance measures to
compare themselves against similar organisations. Performance
benchmarking is used where organizations consider their positions in
relation to performance characteristics of key products and services.
Benchmarking partners are drawn from the same sector.

However, in the commercial world, it is common for

organizations to undertake this type of benchmarking through trade
associations or third parties to protect confidentiality. A process
whereby organizations use performance measures to compare
themselves against similar organizations. Benchmarking using this
approach can also be undertaken within an organization by
comparing the performance of individual business units.

7. Process benchmarking.
This approach focuses on specific processes or operations.
Process Benchmarking is used when the focus is on improving
specific critical processes and operations. Benchmarking partners are
sought from best practice organizations that perform similar work or
deliver similar services.

Process benchmarking invariably involves producing process

maps to facilitate comparison and analysis. This type of
benchmarking can result in benefits in the short term.

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8. External benchmarking.

These types of benchmarking can enable the comparison of

the organisations functions and key processes against good practice
organisations. The key driver can be the search for improvement or
breakthrough opportunities in business process. External
Benchmarking involves seeking outside organizations that are known
to be best in class.
External benchmarking provides opportunities of learning
from those who are at the leading edge, although it must be
remembered that not every best practice solution can be transferred

to others. In addition, this type of benchmarking may take up more time

and resource to ensure the comparability of data and
information, the credibility of the findings and the development
of sound recommendations.
External learning is also often slower because of the “not
invented here” syndrome. External benchmarking seeks to compare a
firm with organizations with the same or very similar characteristics.
The benchmarking partner may be a direct competitor or a firm
operating in other market segments. The main characteristic of
external benchmarking is high degree of comparability between the
organizations or products being benchmarked.

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9. International benchmarking.

Benchmarking can be undertaken internationally as well as

nationally. International Benchmarking is used where partners are
sought from other countries because best practitioners are located
elsewhere in the world or there are too few benchmarking partners
within the same country to produce valid results.
Globalisation and advances in information technology are
increasing opportunities for international projects. However, these
can take more time and resources to set up and implement and the
results may need careful analysis due to national differences. There are
already important developments in international benchmarking.
Some areas of government have initiated or are preparing their own
benchmarking efforts and various public utilities in benchmarked.

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4. Criticisms of Benchmarking

As with any new concept there are those who are in favour of
the idea and those who oppose or criticize it. Benchmarking should not be
used as is a way to set goals. Those who are responsible for meeting
specific goals must understand all of the processes that are required to
make the goal a reality. One of the criticisms of benchmarking is that
it can be considered as spying on the competition. This is not truth.
Benchmarking is not spying on the competition but keeping up with what they
and the rest of the industry are doing. In Japan, benchmarking is a part of their
manager's job descriptions. This is one of the ways that the Japanese are able
to keep up with and surpass others in industries such as automobiles,
motorcycles, electronics, etc.
Another criticism of benchmarking is that it is copycatting. This is what
many think that benchmarking is. They feel that those who
benchmark do not develop their own ideas. Copycatting and Benchmarking
are not one and the same. Copycatting leads to lessened creativity and stale
ideas. Benchmarking is not supposed to take the place of managers
bringing insight and original strategies into the organization. Although
copycatting is an easy trap for managers to fall into, it is important for
managers to realize that benchmarking will never be an excuse
for managers to stop being creative and innovative.
Some organizations do not utilize benchmarking because they feel
that if it’s not broke, don’t fix it. When a company is doing well
financially, they have a tendency to resist change and not worry about
competitors. Many organizations shy away from benchmarking because
they do not understand what benchmarking is and they feel that they do not
have anything to gain.

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5. Advantages & Disadvantages

5.1 Advantages

The advantage of benchmarking is not to compare key figures but

to compare how tasks are performed. There are many advantages of the
benchmarking such as: learn from others experience & practices.
It allows examination of present processes and aids change
& improvement. Also, benchmarking gives a chance for study &
measurement of a competitor for the purposes of process or product
quality improvement. Benchmarking often proves particularly
successful when comparing processes. Although, it helps the
organizations to stay in the business with high performance and
delight the customer of the organizations.
Continuous of Improvement and apply benchmarking increased
the opportunity to be world class leader and sharing the best
practices between benchmarking partners. Moreover, it identifies
opportunities for improvement and often provides the momentum
necessary for implementing change and involves for looking in detail
at how other organizations carry out the same or similar processes.
Finally, the most important advantage of benchmarking is the
capability to use for everyone and can be applied to (almost) any
company, any private organization, any public organization and it
mostly done by large companies.
5.2 Disadvantages

• The advantage of benchmarking is limited and the

organization can eliminate the number of disadvantages to
gain the benefits of benchmarking. There are some
disadvantages of benchmarking such as: poorly defined
benchmarks may lead to wasted effort and meaningless
results. Incorrect comparisons will effect the result of required
improvement and what is best for someone else may not suit to
other. Some organizations have reluctance to share the
information. Finally, benchmarking cannot change all required
improvement at once.

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 6. Conclusion

The benchmarking is becoming more commonly used and it is a

more efficient way to make improvements. Managers can eliminate trial
and error process improvements. Benchmarking speeds up organization’s
ability to make improvements. Benchmarking has the ability to bring
corporate high performance up as a whole significantly. If every
organization has excellent environment and total quality management skills
then every company will have world class standards. Benchmarking is not just
making changes and improvements for the sake of making changes,
benchmarking is about adding value. No organization should make changes
to their products, processes, or their organization if the changes do not
bring benefits.

Although, organizations must use benchmarking with some caution, it

can be informative and foster a spirit of openness and cooperation from
indirect competitors. It is not enough to benchmark the costs of activities and
identify best practices. When an organization looks at benchmarking they
must look at all aspects of the business, its products, and its processes. It is
crucial for organizations to focus on anything that will impact its
performance and quality. Finally, benchmarking will not work unless you
know yourself.

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7. References

1. Bruce T. Barkley and James H. Saylor (2001), Customer – driven (Project Management.

2. Nick Griffin (2006), Benchmarks and Benchmarking.

3. Margarita Isoraite (2004), Benchmarking Methodology in Transport Sector.

4. Brussels (2007), European Benchmarking Initiative (EBI) in Higher Education

Background, definitions and approaches of benchmarking.

5. http://www.qualityamerica.com.

6. Carrie Penman (2007), Benchmarking to Maximizing the Benefit of Hotline Data.

7. Margarita Isoraite (2005), Benchmarking Needs in Lithuanian Transport Analysis.

8. Bjorn Andersen (2008), An Overview of Existing Approaches and Tools for

Performance (Assessment and Benchmarking).

9. Vassilios C. Kelessidis (2002), Benchmarking Theory and State-of-the-Art.

10. Terry Pilcher (2004), Company Benchmarking for Competitive Advantage.

11. http://www.dti.gov.uk/quality/benchmarking.

12. Neil Jones (2004), Benchmarking Training Article.

13. Zubir Azhar and Normah Omar (2008), Organisational Benchmarking

14. http://www.accompli.com.uk.

15. Michael Spendolini1 (1992) The Benchmarking Book.

16. ECRI & ISMP under contract to the Pennsylvania Patient Safety Authority (2004),

Understanding the Benchmarking Process.

17. http:// www.bhpinfosolutions.co.uk.

18. M.Govindarajan and S.Natarajan (2004), Principle of Management.

19. P.N.Mukherjee (2008), Total Quality Management.

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