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BENCHMARKING

BENCHMARKING. John Checco Joe Dashiell EMGT 364 28 Feb 01. References Benchmarking Defined Concept of Benchmarking Application in Product Development Legal Aspects Conclusion. AGENDA. Application in Product Development References (1 of 4). Product Design and Development

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BENCHMARKING

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  1. BENCHMARKING John Checco Joe Dashiell EMGT 364 28 Feb 01

  2. References Benchmarking Defined Concept of Benchmarking Application in Product Development Legal Aspects Conclusion AGENDA

  3. Application in Product DevelopmentReferences(1 of 4) Product Design and Development Karl T. Ulrich Steven D. Eppinger

  4. The Product Development Benchmarking Association www.pdba.com Competitive Benchmarking Associates www.competitiveanalysis.com The Benchmark Exchange www.benchnet.com Application in Product DevelopmentReferences(2 of 4)

  5. Quirk’s Marketing Research Review “Measuring Competitiveness” By Michael Branham, Oct 1997 Marketing Tools Magazine “Measuring What Matters” By Michael Branham, Apr 1997 Application in Product DevelopmentReferences(3 of 4)

  6. Re-Engineering at Work Michael Loh Business Process Improvement Toolbox Bjorn Anderson Global Cases in Benchmarking Robert Camp Application in Product DevelopmentReferences(4 of 4)

  7. Judging and modifying one’s business product, service, or process based on standards developed from performance measures of other selected businesses. Benchmarking Versus Indexing Same Industry Versus Different Industry Benchmarking Defined

  8. Concept of BenchmarkingCore Components • Measurement - Self and Partners • Comparison - Performance, Process, Pracitces • Learning - Introduce Ideas • Improvement - Objective

  9. Concept of BenchmarkingTypes of Comparisons • WHO? • Internal - Same Orgainization • Competitive - Competitor or Parallel Class • Functional - Related Tasks / Technologies • Generic - Best in Any Class • WHAT? • Performance - Key Figures • Process - How Performed • Strategic - Higher Level

  10. Concept of BenchmarkingBenchmarking Value

  11. Concept of BenchmarkingConducting a Study • Plan: Select Focus, Study Self • Search: Find Benchmark Partners • Observe: Document Partner • Analyze: Identify Gaps and Causes • Adapt: Implement Change

  12. Generic Development Process Concept Development Case Study Data Sources Application in Product Development

  13. Application in Product DevelopmentGeneric Development Process • Planning • Concept Development • System Level Design • Detail Design • Testing and Refinement • Production Ramp-Up

  14. Application in Product DevelopmentConcept Development Mission Statement Identify Customer Needs Establish Target Specs Apply Benchmarking Generate Product Concepts Select Product Concept Plan Remaining Project Apply Benchmarking Refine Specs Development Plan

  15. Specialized Bicycle Components Establish Target Specifications Develop List of Metrics Collect Competitive Benchmark Data Develop Competitive Benchmarking Charts Application in Product DevelopmentCase Study (1 of 7)

  16. Application in Product DevelopmentCase Study (2 of 7) Competitive Benchmarking Chart Based on Metrics

  17. Application in Product DevelopmentCase Study (3 of 7) Competitive Benchmarking Chart Based on Needs

  18. Application in Product DevelopmentCase Study (4 of 7) • Set Ideal and Marginally Acceptable Target Values • Develop Solution Concept

  19. Refining the Specifications Develop Technical Models of the Product Develop a Cost Model of the Product Refine the Specifications, Making Trade-offs Where Necessary Application in Product DevelopmentCase Study (5 of 7)

  20. Application in Product DevelopmentCase Study (6 of 7) Maniray Rox Tahx Ti Gunhill Rox Tahx Q Marginal Values Tonka Pro Ideal Values ST Tritrack

  21. Application in Product DevelopmentCase Study (7 of 7) The Refined Specifications

  22. Time Investment Purchasing Competitors Catalogs and Supporting Literature Outside Firms Application in Product DevelopmentData Sources

  23. Concept of BenchmarkingEthical and Legal Aspects • Treat Partners Fairly • Refrain from Questionable Activity • International Considerations • Avoid Competitors for • Pricing • Marketing • Production Capacity • Product Standards • Sensitive Information

  24. Conclusion Benchmarking is the practice of being humble enough to admit that someone else is better at something, and being wise enough to learn how to match them and even surpass them at it. (APQC, 1993)

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