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STRATEGIC QUALITY MARKETING: An investigation into the current state of benchmarking, identifying future trends and directions. BY CLAIRE LINDLEY (YEAR 3, CSP MARKETING AND BUSINESS MANAGEMENT) PREPEARED FOR DR. DAVID LONGBOTTOM TABLE OF CONTENTS: 1 INTRODUCTION TO BENCHMARKING. 3 2 THE THEORY OF BENCHMARKING. 4 2.1 INTERNAL BENCHMARKING: 4 2.2 EXTERNAL BENCHMARKING: 5 2.3 BEST PRACTICE BENCHMARKING: 6 2.4 THE BENCHMARKING PROCESS: 7 3 WHY IMPLEMENT BENCHMARKING? 10 3.1 BUSINESS PROCESS RE-ENGINEERING: 10 3.2 ISO9000: 10 3.3 BENCHMARKING, BPR & ISO9000 COMPARED: 12 4 BENCHMARKING IN ACTION. 14 4.1 BENCHMARKING AT RANK XEROX: 14 4.2 BENCHMARKING AT TOYOTA: 16 4.3 BENCHMARKING IN WARWICKSHIRE AMBULANCE SERVICE: 17 5 FUTURE DIRCTIONS IN BENCHMARKING. 20 5.1 PREDICTIONS BY ZAIRI & JARRAR (2001 & 2002): 20 5.2 PREDICTIONS BY CAMP AND ANDERSEN (2001): 21 5.3 CONCLUSIONS: 22 6 REFERENCES. 23 1 INTRODUCTION TO BENCHMARKING. In 1979 Xerox had a problem; it was rapidly losing market share in the copier business to lower priced, high quality Japanese competitors (Camp, 2001). To overcome this problem they started a process, which they termed "product quality and feature comparisons", in which they compared competitor products and operations to their own to uncover the source of their competitor's success. This analysis worked; they found that the answer lay in the manufacturing details; the Japanese...

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