Susan is aware of benchmarking as a useful input into performance measurement and strategic change.
(b) Assess the contribution benchmarking could make to improving the position of the Marlow Fashion Group
and any limitations to its usefulness. (8 marks)
正确答案：
(b)BenchmarkingatMarlowFashionwillnotbeaneasyexerciseMarlowFashionhasdevelopedadistinctivewayofreaching
itsmarketsthatmeansdirectcomparisonswillbehardtomakeCertainlyitcancarryouthistoricalbenchmarkingin
comparinghowitsownprocessesandactivitieshaveimprovedorotherwiseoverarelevantperiodoftimeUnfortunately
thisislikelytosimplyconfirmworseningperformanceItcancompareitsownkeyoperationsagainstthe‘bestinclass’;
regardlessofwhichindustrytheexcellentperformercomesfromItcouldandshouldhavebeencarryingoutcompetitive
benchmarkingontheretailsideofthebusinesswhereinformationshouldbemoreeasilyavailableTheremaybean
opportunitytobenchmarkitselfagainstfirmsthathavegonethroughasimilarcrisisandachievedasuccessfulturnaround
Intermsoftheadvantagesanddisadvantagesthewillingnessofmanagersresponsibleforakeyareaofperformanceto
comparethemselvesagainstrelevantexternalperformancemeasuresshouldmakethemtakeresponsibilityforanychanges
necessaryInMarlowFashiontheacceptancethatthingshavetobedonedifferentlywillbethefirststageintheturnaround
Gettingmanagersface-to-facewiththeproblemsacceptingresponsibilityforchangeandrecognisingthatthenecessary
changesare‘doable’isanimportantstageincreatingawillingnesstochangeThedisadvantagesarethateveryorganisation
andsituationisdifferentandthereisnoonebestwayMarlowFashionthoughtithaddiscoveredthebestwayandthiscreated
anunwillingnesstochangeThereisalsothedangerthatyouaresolvingtoday’sproblemswithyesterday’ssolutionsAgood
competitorwillbetryingtomaintainitscompetitiveadvantagethroughconstantlyimprovingitsprocessesItalsohasavested
interestintryingtopreventitsimprovementsfrombeingrevealedtoitscompetitorsAlsomanyofthe‘softer’processes–
typicallyinvolvingpeople–aredifficultifnotimpossibletoreplicateinanotherorganisationTheseadvantagesaretodowith
cultureandleadershipandnoteasilytransferabletoanotherorganisationandthecontextinwhichitisoperating
