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Benchmarking - die einfachste Form von anderen zu lernen

Benchmarking - die einfachste Form von anderen zu lernen


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About the Book

Essay aus dem Jahr 2010 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: keine, Sprache: Deutsch, Abstract: Einfacher geht's kaum Eine einfache und relativ schnelle Methode, dem sich verschärfenden Wettbewerb zu begegnen, ist das Benchmarking. Benchmarking ist eine Erweiterung der direkten Angebots- und Leistungsvergleiche. Während beim reinen Angebots- und Leistungsvergleich nur gleichartige Betriebe berücksichtigt werden, können beim Benchmarking auch aus anderen Branchen besonders erfolgreiche Betriebe ausgesucht werden, um sich mit Ihnen zu vergleichen. Wenn solche Unternehmen gefunden sind, wird nach den Ursachen des Erfolgs gefragt. Sind die Gründe des Erfolgs erkannt und analysiert, lautet die Fragestellung: "Kann ich diese Maßnahmen und Aktivitäten auf den eigenen Betrieb übertragen?" Benchmarking ist ein Begriff aus dem englischen Handwerk und hat ursächlich mit Marketing nichts zu tun. Das Prinzip vom Benchmarking ist ganz einfach und simpel, man sucht sich besonders erfolgreiche Unternehmen und analysiert, was diese anders bzw. besser machen. Beispiel 1 Ein besonders erfolgreicher Malerbetrieb garantiert seinen Kunden pünktlichen Arbeitsbeginn und verspricht, bei Überschreitung des zugesagten Termins von mehr als 15 Min., eine Stunde kostenlos zu arbeiten. Wenn Sie sich bspw. diesen Betrieb ausgesucht hätten, könnten Sie sich fragen, ob sie ebenfalls mit diesem Angebot werben wollen. Wichtig bei Benchmarking ist, sich nicht nur zu fragen: "Kann ich ein derartiges Angebot direkt übernehmen?" sondern zu überlegen: "Wie wäre das Angebot speziell auf meine Situation zu übertragen?" Z.B. "Kann ich einen verbindlichen Endtermin (mit oder ohne Vorbehalte) geben? Oder, welche Leistungen erbringe ich kostenlos, wenn das nicht Einhalten einer Zusage mein Verschulden ist? Oder kann ich andere Leistungsversprechen geben, die das Entscheidungsverhalten der Kunden beeinflussen?" Beispiel 2


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Product Details
  • ISBN-13: 9783640765461
  • Publisher: Grin Publishing
  • Publisher Imprint: Grin Publishing
  • Height: 254 mm
  • No of Pages: 12
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 364076546X
  • Publisher Date: 08 Aug 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 91 gr


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