The presentation talks about the benchmarking business process.

1. BENCHMARKING
In Videocon Telecom
- Kritika Kumar

2. Meaning of Benchmarking
 Benchmarking is a systematic process of improvement
followed by companies to improve their processes,
products or services by comparing themselves to their
toughest competitors and perceived market leaders
 It is the company-to-company comparison of how basic
processes are performed
 Goal is to recognize the weaknesses within the company
by comparing to the market leaders (setting a
benchmark) and improve upon them
 Follows the ideology of becoming ‘best of the best’

3. Some Different Types of Benchmarking
 Best Practices/ Industry Benchmarking : The companies
choose to look at the industry leaders that they aspire to
be like. By comparing themselves to companies that are
doing the best, they can identify the best practices and
improve themselves
 Peer Benchmarking : Comparing to other businesses
very similar to themselves (competitors) to make sure
they are staying competitive
 SWOT or Internal Benchmarking : This is a sort of
internal assessment where the company looks at its own
Strengths, Weaknesses, Opportunities and Threats to
set benchmarks and improve.

4. Benchmarking and Videocon Telecom
 Telecom being a highly competitive sector, makes use of
benchmarking to stay in the business
 Videocon Telecom, for example, is using this strategy to
improve its position in the market by comparing and
learning from practices of other telecom giants
 That is why we see a plan being introduced by one
telecom company and immediately after that the other
companies follow

5. Benchmarking Steps in Videocon
Telecom
 Videocon carries out a mix of both external and internal
benchmarking
 Step 1 : Determines the processes/areas to be
benchmarked and how much change is possible. Eg.
Spectrum usage, call rates, data plans etc.
 Step 2 : Determine organizations to be benchmarked
 Step 3 : Gathering Data – Relevant data collection
through methodology determined in planning phase to
compare its own processes with the best companies

6. Benchmarking Steps in Videocon
Telecom
 Step 4 : Analysis : After the data collection is done, the company
uses statistical techniques to come to analyze data and jot down
the findings
 Step 5 : Recommendations : After data analysis
recommendations of areas where the company can improve is
developed
 Step 6 : Implementation : After going through recommendations,
the company implements the ones that are feasable
 Step 7 : Recalibrate Benchmarks : Continual evaluation of the
benchmarked practices and reinstituting the benchmarking
process when necessary
 Thereafter, successful elements of the new practices can be
retained and the less successful ones eliminated

7. Functions in Videocon Telecom that
are usually Benchmarked
 Products and Services : Call rates, Data plans, Local and
STD schemes, combo plans etc.
 Working Processes : Managing orders and supplies,
maintenance
 Managing HRD, Financial functions, Marketing
strategies, differentiation
 Organization Performance : Cost, manpower, sales,
profitability