Product benchmarking
In product benchmarking , the individual attributes of products are measured against the " benchmark " and compared with the company's own product portfolio. The benchmark represents the market leader in the product segment. The comparison is used to derive potentials for one's own product in a potential analysis in order to improve one's own position on the market.
Attributes
The most important attributes to be examined are:
- Target of the product,
- Function,
- Quantities,
- Structure ( parts list ),
- technologies used,
- Materials and most of all
- Costs.
A direct comparison of products whose function or purpose is identical is mostly difficult due to the different manufacturing technologies and designs of the products.
For a comparison, abstract definitions of the partial functions of the products are therefore made. The basis for this is the function analysis in the value analysis . This can be done with simple aids such as flipchart , tables or spreadsheets .
With increasing product complexity, specially developed benchmarking systems with a focus on product and process benchmarking can help. Database systems (benchmarking databases, benchmarking software ) help to organize and analyze information. A distinction is made between databases that provide general information for the public and database systems that manage company-specific know-how and are hosted on the company's intranet .
See also
literature
- H. Sabisch, C. Tintelnot: Integrated benchmarking for products and product development processes. Springer-Verlag 1997, ISBN 3-540-61963-1
- James G. Patterson: The Basics of Benchmarking - Finding the Best Solution. Crisp Publications, 1996, ISBN 3-7064-0251-3
Individual evidence
- ↑ Benchmarking as a competitive management method . Chapter 1.2.2 Comparison and evaluation criteria, p. 23