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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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slide1

BENCHMARKING

John Checco

Joe Dashiell

EMGT 364

28 Feb 01

agenda
References

Benchmarking Defined

Concept of Benchmarking

Application in Product Development

Legal Aspects

Conclusion

AGENDA
application in product development references 1 of 4
Application in Product DevelopmentReferences(1 of 4)

Product Design and Development

Karl T. Ulrich

Steven D. Eppinger

application in product development references 2 of 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)
slide5
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)

slide6
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)

benchmarking defined
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
slide8

Concept of BenchmarkingCore Components

  • Measurement - Self and Partners
  • Comparison - Performance, Process, Pracitces
  • Learning - Introduce Ideas
  • Improvement - Objective
slide9

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
slide11

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
application in product development
Generic Development Process

Concept Development

Case Study

Data Sources

Application in Product Development
application in product development generic development process
Application in Product DevelopmentGeneric Development Process
  • Planning
  • Concept Development
  • System Level Design
  • Detail Design
  • Testing and Refinement
  • Production Ramp-Up
application in product development concept development
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

slide15
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)

slide16

Application in Product DevelopmentCase Study

(2 of 7)

Competitive Benchmarking Chart Based on Metrics

slide17

Application in Product DevelopmentCase Study

(3 of 7)

Competitive Benchmarking Chart Based on Needs

slide18

Application in Product DevelopmentCase Study

(4 of 7)

  • Set Ideal and Marginally Acceptable Target Values
  • Develop Solution Concept
slide19
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)

slide20

Application in Product DevelopmentCase Study

(6 of 7)

Maniray

Rox Tahx Ti

Gunhill

Rox Tahx Q

Marginal Values

Tonka Pro

Ideal

Values

ST Tritrack

slide21

Application in Product DevelopmentCase Study

(7 of 7)

The Refined Specifications

slide22
Time Investment

Purchasing

Competitors Catalogs and Supporting Literature

Outside Firms

Application in Product DevelopmentData Sources

slide23

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
slide24

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)