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Mangalore , Oct. 15

DR R.V. Jayathirtha of Bullseye Consulting, Bangalore, has said benchmarking is a positive and proactive process that facilitates a change of operations to achieve superior performance.

Delivering a lecture at a workshop on "benchmarking", jointly organised by the Kanara Chamber of Commerce and Industry (KCCI), the District Industries Centre, and the Karnataka Council for Technological Upgradation (KCTU), in Mangalore on Tuesday, he said by adopting benchmarking it is possible to identify gaps between the organisation and competition. This will also help identify practices that need a change. Benchmarking will help address issues such as cost reduction, cycle time improvement, and customer satisfaction in manufacturing and service sectors, he said.

Achieving a competitive advantage in industry and customer satisfaction are some of the objectives of benchmarking. There are four types of benchmarking — internal benchmarking, competitive benchmarking, functional benchmarking, and generic or process benchmarking. Internal benchmarking will help identify internal performance standards of an organisation, whereas the competitive one will compare the companies in the market that have competing products or services, or work processes. In functional benchmarking, the firms that share some common technological and market characteristics will be compared to concentrate on specific functions. Generic or process benchmarking will focus on excellent work progresses rather than on the business practices of an organisation or industry.

Dr Jayathirtha said the Karnataka Road Transport Corporation (KSRTC), which has been branding its routes, has adopted benchmarking parameters. With its brands such as "Mysore Mallige 180", the corporation is trying to give importance to the duration of journey between Bangalore and Mysore. The buses under this brand will have to reach their destinations within 180 minutes, he said.

Earlier, the President of the KCCI, Mr R.D. Kini, welcomed the gathering.

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