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Coca Cola Benchmarking


Submitted By nidaali
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Before undertaking a benchmarking study a company must be aware of the different types of
Benchmarking that exist. One of the major reasons for misunderstanding is the tendency to call a wide variety of different activities benchmarking. The most simplistic form of benchmarking could be one person talking to another and deciding if they have similar areas of interest. At this level people undertakes benchmarking every day.

A disciplined process that begins with a thorough search to identify best practice organizations, continues with the careful study of one’s own practices and performance, progresses through systematic site visits and interviews, and concludes with an analysis of results, development of recommendations and implementation.
Bob Camp created a model in 1989 when at Xerox which I think encapsulates the process.
It identified five stages of benchmarking, Planning, Analysis, Integration, Action and Maturity.

1. Identify what is to be benchmarked. To do these you need to understand your own processes and establish perform levels. 2. Identify Comparative Companies. This can be undertaken through organizations such as the American Productivity and Quality Centre who offer a brokerage service or for the public sector organizations could contact the Public Sector Benchmarking Service, run by Customs and Excise in the UK. Also various award winning companies can be approached as well as those featuring on the business pages of newspapers such as the Business Post, Financial time etc. and also through word of mouth and conferences.

3. Determine Data Collection Method and Collect Data. The method should be agreed with the other participants so that any comparisons made are of the same thing thus avoiding comparing apples with pears. It must be apples with apples.

1. Determine Current Performance ‘Gap’. By comparing

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