Question

Please select an organization of your choice from the one of the following industries:

A. Automotive B. High Tech C. Hospitality and Tourism

to develop a Benchmarking report where you need to identify:

1. The rationale for and the objectives of the benchmarking. Why is this benchmarking exercise important for the business? What type of benchmarking is appropriate (competitive, internal, functional, generic). Please remember:

1. Internal benchmarking is a comparison of a business process to a similar process inside the organization.
2. Competitive benchmarking is a direct competitor-to-competitor comparison of a product, service, process, or method.
3. Functional benchmarking is a comparison to similar or identical practices within the same or similar functions outside the immediate industry.
4. Generic benchmarking broadly conceptualizes unrelated business processes or functions that can be practiced in the same or similar ways regardless of the industry.

2. The elements that you want to compare (for example: business units, departments, activties, employee performance etc.). You can benchmark product performance (sales, revenues, customer satisfaction, manufacturing cyscle time) , employee perfomance ( Productivity levels, untis produced per week, internal promotions rate, retention level, absenteeism level), customer service (digital customer service, customer satisfaction score, customer problem solving score).

3. The performance indicators (metrics) , the targets and all related information.

In the conclusion of the report please discuss potential areas for improvement that might be identified through this particular benchmarking exercise.

Word Count: 1,200 words

Answer 1

Benchmarking means to set some marks which is to be achieved .

It is mostly in terms of quality or market terms. Benchmarking can be divided into: Internal Benchmarking and External Benchmarking.

From the above mentioned industries, i choose tourism.

Tourism is the most important sector of any country. It helps in introducing our country to tourist and also income generation in economy. Tourism is also an important tertiary occupation. Foreign tourists also visit various places of interest and therefore, foreign currency also increases.New types of tourism are : Health tourism, Agro tourism , Film tourism, Eco tourism etc. Now in broader terms tourism can be divided into two : Proft making tourism and non- profit making tourism.

Profit Making tourism : It is the most famous type of tourism , which is found mostly and which run for profit.

Non- profit tourism : it is something which mostly run by Government and provides services free or not keeping in mind profit.

To benchmark tourism , one must first of all study the new trends in tourism.

1) Standardization: Standards must be kept in mind while introducing any trend or type of tourism. For example : "Scuba Diving"- even though its one of the known adventure sporting since ages , some country like India has introduced it recently in accordance with international standard, so as to attract more tourists.

2) Advertisement : Advertisement is another one benchmark. While advertising creativity should be the essence and it should be eye catching that it attracts lot of foreign tourists as well.

3) Review of Actions : Once new trends are introduced, it must be continuously or timely reviewed so that the failures or drawbacks or improvements can be studied and necessary changes can be made.

4) Analysis : Even analysis in term of profit, should be studied that to see whether the growth expected has been achieved. For example : before introducing new trend, profit was 70% but with introduction of new trends the profit has risen to 95%.Such analysis motivate us and make us strive for excellence continuoulsy resulting in growth.

5) Feedback : Also timely , feedback must be collected from tourists both domestic and foreign to ensure tourism sector rises high each day, each year