emgt 364 benchmarking john checco joe dashiell emgt 364 28 feb 01
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EMGT 364
BENCHMARKING
AGENDA• References
• Benchmarking Defined
• Concept of Benchmarking
• Application in Product Development
• Legal Aspects
• Conclusion
EMGT 364
BENCHMARKING
Application in Product Development
References(1 of 4)
Product Design and Development
Karl T. UlrichSteven D. Eppinger
EMGT 364
BENCHMARKING
• The Product Development Benchmarking Association
www.pdba.com
• Competitive Benchmarking Associateswww.competitiveanalysis.com
• The Benchmark Exchangewww.benchnet.com
Application in Product Development
References(2 of 4)
EMGT 364
BENCHMARKING
• 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 Development
References(3 of 4)
EMGT 364
BENCHMARKING
• Re-Engineering at Work Michael Loh
• Business Process Improvement Toolbox Bjorn Anderson
• Global Cases in Benchmarking Robert Camp
Application in Product Development
References(4 of 4)
EMGT 364
BENCHMARKING
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
EMGT 364
BENCHMARKING
Concept of Benchmarking
Core Components
• Measurement - Self and Partners
• Comparison - Performance, Process, Pracitces
• Learning -Introduce Ideas
• Improvement - Objective
EMGT 364
BENCHMARKING
Concept of Benchmarking
Types 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
EMGT 364
BENCHMARKING
Concept of Benchmarking
Benchmarking Value
Inte
rna
l
Co
mpe
tito
r
Fun
ctio
nal
Ge
neri
c
Performance M H M L
Process M L H H
Strategic L H L L
EMGT 364
BENCHMARKING
Concept of Benchmarking
Conducting a Study
• Plan: Select Focus, Study Self
• Search: Find Benchmark Partners
• Observe: Document Partner
• Analyze: Identify Gaps and Causes
• Adapt: Implement Change
EMGT 364
BENCHMARKING
Application in Product Development
• Generic Development Process
• Concept Development
• Case Study
• Data Sources
EMGT 364
BENCHMARKING
Application in Product Development
Generic Development Process
• Planning
• Concept Development
• System Level Design
• Detail Design
• Testing and Refinement
• Production Ramp-Up
EMGT 364
BENCHMARKING
Application in Product Development
Concept DevelopmentMissionStatement
IdentifyCustomer
Needs
DevelopmentPlan
EstablishTargetSpecs
GenerateProduct
Concepts
SelectProductConcept
RefineSpecs
PlanRemaining
Project
ApplyBenchmarking
ApplyBenchmarking
EMGT 364
BENCHMARKING
• Specialized Bicycle Components
• Establish Target Specifications
– Develop List of Metrics
– Collect Competitive Benchmark Data
– Develop Competitive Benchmarking Charts
Application in Product Development
Case Study(1 of 7)
EMGT 364
BENCHMARKING
Application in Product Development
Case Study(2 of 7)
Competitive Benchmarking Chart Based on Metrics
Metric No. Need Metric Imp. Units
ST Tritrack
Maniray 2
Rox Tahx
Quadra
Rox Tahx TI 21
Tonka Pro
Gunhill Head Shox
1 1,3Attenuation from
dropout to 3 dB 8 15 10 15 9 13
2 2,6 Spring Preload 3 N 550 760 500 710 480 680
3 1,3Maximum value
from the Monster 5 g 3.6 3.2 3.7 3.3 3.7 3.4
4 1,3Minimum descent time on test track 5 s 13 11.3 12.6 11.2 13.2 11
5 4Damping coefficient adjustment range 3 N-s/m 0 0 0 200 0 0
EMGT 364
BENCHMARKING
Application in Product Development
Case Study(3 of 7)
Competitive Benchmarking Chart Based on Needs
No. Need Imp.ST
TritrackManiray
2
Rox Tahx
Quadra
Rox Tahx TI 21
Tonka Pro
Gunhill Head Shox
1Reduces vibration
to the hands 3 * **** ** ***** ** ***
2Allows easy
traversal 2 ** **** *** ***** *** *****
3Enables high-speed
descents 5 * ***** ** ***** ** ***
4Allows sensitivity
adjustment 3 * **** ** ***** ** ***
5Preserves steering
characteristics 4 **** ** * ** ****** *
EMGT 364
BENCHMARKING
Application in Product Development
Case Study(4 of 7)
Metric No. Need Metric Imp. Units
Marginal Value
Ideal Value
1 1,3Attenuation from
dropout to 3 dB >10 >15
2 2,6 Spring Preload 3 N 480-800 650-700
3 1,3Maximum value
from the Monster 5 g <3.5 <3.2
4 1,3Minimum descent time on test track 5 s <13.0 <11.0
5 4Damping coefficient adjustment range 3 N-s/m 0 >200
• Set Ideal and Marginally Acceptable Target Values
• Develop Solution Concept
EMGT 364
BENCHMARKING
• 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 Development
Case Study(5 of 7)
EMGT 364
BENCHMARKING
Application in Product Development
Case Study(6 of 7)
Competitive Map
50
60
70
80
90
100
110
120
3 3.2 3.4 3.6 3.8
Score on Monster (g's)
Est
ima
ted
Mfc
. C
ost
($)
Maniray
Rox Tahx Ti
Gunhill
Rox Tahx Q
Tonka Pro
ST Tritrack
Marginal Values
IdealValues
EMGT 364
BENCHMARKING
Application in Product Development
Case Study(7 of 7)
The Refined Specifications
Metric No. Metric Units Value
1Attenuation from
dropout to dB >12
2 Spring Preload N 600-650
3Maximum value
from the Monster g <3.4
4Minimum descent time on test track s <11.5
5Damping coefficient adjustment range N-s/m >100
EMGT 364
BENCHMARKING
• Time Investment
• Purchasing
• Competitors Catalogs and Supporting Literature
• Outside Firms
Application in Product Development
Data Sources
EMGT 364
BENCHMARKING
Concept of Benchmarking
Ethical and Legal Aspects
• Treat Partners Fairly• Refrain from Questionable Activity• International Considerations• Avoid Competitors for
Pricing Marketing Production Capacity Product Standards Sensitive Information