Bencmarking ve stratejik kalite planlaması
Bencmarking and strategic quality planning
- Tez No: 66816
- Danışmanlar: PROF. DR. MEHMET HALUK ERKUT
- Tez Türü: Yüksek Lisans
- Konular: Endüstri ve Endüstri Mühendisliği, Industrial and Industrial Engineering
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1997
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Fen Bilimleri Enstitüsü
- Ana Bilim Dalı: Endüstri Mühendisliği Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 129
Özet
ÖZET Benchmarking fikrinin temelleri aslında 2500 yıl öncesinde bulunabilir. MÖ 500 lü yıllarda yaşamış bir Çinli genaralin sözleri dikkat çekicidir.“ Kendini ve düşmanını tanıyanın, isterse yüzlerce olsun, hiçbir savaştan korkmasına gerek yoktur. ”Rekabetin ister endüstriyel ister toplumsal savaşları temsil ettiği günümüzde, rakipler düşmanlarla özdeştirildiği sürece ; olağan iş problemleri, yönetim çatışmaları ve pazarda yaşayabilme çabaları Sun Tzu ' nun kurallarıyla yapılabilecek savaşlardır. Benchmarking sürecinde rekabet, sadece doğrudan rakiplerle değil, aynı endüstri dalında veya herhangi bir sektörde örnek gösterilen bir şirketle girişilen mücadeledir. Benchmarking bir seferlik bir proje değildir, iş çevresinin sürekli değişmesi sonucu şekillenen rekabet, Benchmarking bulgularının yeniden gözden geçirilerek hedef çıtasının yükseltilmesine neden olur. Benchmarking çalışmalarında tecrübeli şirketler, Toplam Kalite programının yerleştirilmesi ile Benchmarking arasında birbirine bağlı bir etkileşim tesbit etmişlerdir. Bunun ilk nedeni kalite insiyatifi ile yönlendirilen bir değişim, Benchmarking çalışmaları için bir başlangıç teşkil eder. Stratejik Kalite Planlaması, lider yöneticilerin müşteri odaklı olmayı operasyonel iş planlarına dönüştürme işlemleridir ve dolayısıyla Benchmarking ile doğrudan bağlantılıdır. Benchmarking bulguları, organizasyonun ulaşması mümkün vizyonunu şekillendirir ve dünya sınıfı lider bir kuruluş olması için organizasyonun performansının hangi noktalarda geliştirilebileceğine işaret eder. Burada Benchmarking Ekibinin Stratejik Kalite Planlaması ile bağlantıyı çok iyi kurabilmesi gerekmektedir. Çünkü bulgular ve tavsiyeler organizasyonun topyekün hedef ve stratejilerini mutlaka etkileyecektir. Benchmarking bulguları en iyi uygulamaların göstergesi olduğu sürece kısa ve uzun dönem planlar için hareket noktası olurlar. Başkalarının nasıl başardıkları, Benchmarking çalışması sonrası Stratejik Kalite Hedeflerinin ortaya konmasında yönlendirici olmaktadır. Buna pazar ile ilgili hedefler de dahildir. Benchmarking çalışması sadece içinde bulunan endüstri dalının değil, diğer alanlardaki en iyi uygulamaları da rakip olarak kabul ettiği için vizyonun ve uzun dönem planların oluşturulmasında geniş bir bakış açısı sağlar. Toplam Kalite Yönetimi tekniklerinin hepsinde olduğu gibi benchmarking çalışmasının sonunda ortaya çıkacak analiz sonuçları, bulgular ve öneriler öncelikle üst yönetim tarafından kabul görmelidir. Üst yönetimin bu konudaki kararlılığı önemlidir ve bu sağlandıktan sonra iyileştirme stratejilerinin geliştirilmesine ve hareket planlarının hazırlanmasına başlanabilir. vii
Özet (Çeviri)
SUMMARY BENCHMARKING and STRATEGIC QUALITY PLANNING Even if Benchmarking is a word, with the applications of American company Xerox, it is added into Management Glossary as a verb which means a way of not only examining world class organizations' services and products but also looking for the reasons of how they did achieve this. Fundamentals of Benchmarking concept can be found 2500 years ago in the history. Chinese General Sun Tzu's, lived in 500 BC, way of thinking about the enemies is adopted today's' hard competition in the markets of different industries. Competition in Benchmarking concept is done not only with direct competitors but also with best in class organizations either in the same industry or in an other industry. For that reason, Benchmarking is a different study from Competition Analysis. In competition analysis outputs of your study are competitors' products or services features and prices but Benchmarking is involved in how that product or service is designed, produced, distributed and finally how customers are made delighted. It is very obvious that if a company decides to look out of its roof and focus on the best in class organizations, it must know itself very well.Measurement is a way of determining the gap between the Benchmark organization processes and itself. Results of measurement will be the reference point of Benchmarking study. Focusing out of an organization to seek best practices will help understanding the needs of customer. Adapting those practices into the organization will conclude in meeting customer expectations and therefore increase its satisfaction level. Benchmarking is not a do it once project. Due to continuos improvement in technology and market, a natural result of the first, competition is shaped out even every day. Therefore results of Benchmarking study must be calibrated periodically and targets must be revised thereafter. A company carrying out a benchmarking project must know itself very well before comparing its performances levels. Unless internal data's are not available, collecting data's from outside world would be random and would mislead the target of the project as well. In competitive Benchmarking, products or services or business processes of direct competitors are evaluated and reflect of their way of doing these to business results are examined, compared with the organizations current results. When findings from viiicompetitors do not represent best in practices, they are but important as being related with customers, potential customers, suppliers and even share holders. Functional Benchmarking is an other kind of Benchmarking study where you aim to learn from best in class companies', named as in their industry, practices. After evaluating their superior performance results, by adapting such practices into organization, to be a market leader in the long term, by gaining competitive advantage is aimed. Companies that carried out Benchmarking study claim that there is a direct link between Total Quality Management and adaptation of Benchmarking results. The basic reason of this is, a quality driven change is the begining step of appliying Benchmarking study results in the organization. Strategic Quality Planning is, converting of leader managers' effort to be customer oriented, into operational business plans. Results of Benchmarking study can shape achievable vision and affects on which points within the organization, new performance targets can be set, to be a world class. For a Benchmarking team, a partner is not only a direct competitor but can also be in a different industry. This helps to have a wide point of view on clearing the vision and setting long term plans. Therefore Benchmarking team must link results of the study directly with the organizations Strategic Quality Planning effort. It is unavoidable that study results will effect overall strategies and targets. Since Benchmarking results are outputs of best practices, they can lead both short and long term plans. How best in class organizations achieved, will be a milestone for setting new Strategic Quality Targets. Sometimes targets on the market can be included. As deployment of quality targets and action plans, study results' deployment is an other point to be underlined. Department Managers should reflect results of Benchmarking study into operational plans where as supervisors should do the same on their functional short term plans. Benchmarking is a also considered in National Quality Award's criteria's. How in Malcolm Baldrige and European Quality Award, National Quality Award of Turkey, which is organized by TÜSIAD and KalDer, asks for Benchmarking results in the self assessment model that is based on EFQM Total Quality Model. Success on Customer Satisfaction, People Satisfaction and Impact on Society, can be achieved by managing Policy and Strategies, People and Resources and Processes with a proper Leadership, to have superior Business Results. In self assessment process, companies would discover their strength and weakness, give a start at improvement activities based on them and monitor these improvements continuously. Self assesment method will be choosen based on the organizatins' structure. Companies in our country select their method based on the methods followed in multinational companies. ixA generic glance at Benchmarking process will conclude in two stages, practices and measurements. Practices reflect the way how it is done, and measurements are the metric results when it is done. Determining the gap by just considering metric results will mislead the study therefore by looking at practices behind this measurement, will help to answers“How's”. Just to simplify, metric results are tools to ask“How”questions. Benchmarking Process is a n-step process model. To use a process model during the study will help the team to define a comman language. So every team member will know where they are and what they will do on the subject step. Support of quality Counsel is very important in a benchmarking project. Like applying all total quality tools, final success can be obtained starting from the top management, they will believe first and then support their staff accordingly. Therefore a benchmarking project must be lead by Quality Counsel. Members will highlight the points to be improved. Those points can be chosen among critical success factors. Before selecting the topic of Benchmarking process, customers of benchmarking process must be defined. Customer of this project will clarify what kind of knowledge is needed. Based on this need, Benchmarking project will lighten the future of the company as well, such long term affective projects must be allocated in monetary and human sources. This allocation together with legal support must be done by customer of that project. Critical Success factors are the indicators of a company if it is successful or not. To be long standing in the market is based on a Quality point of view and companies' strength. If a company is strong at these key processes, it is in front of the other companies in the industry to be leader in the market. And to be successful on the key business processes is based on confirming customer needs and expectations. Critical Success factors are the processes, functions and procedures that will maximize to reach future targets. First of all the word success must be defined clearly. In toadies management dictionary success is the ability to win and having customer loyalty. Critical Success factors are quantitative measures on quality, cost and cycle time. They can be evaluated both long and short term. Benchmarking project is a team project. Building up the team, orienting and managing them are the major steps in the process. All members will have responsibilities in the team. Having a lot to do, experience of team members and the need of process customer are indicators of how team concept is important. Having build the team up second step of the process is training, before communicating with the partner, if the team is not trained well, this communication will damage all the mutual relation planed to have.After Benchmarking project team is trained, they should prepare a project plan. This plan can include all the activities to be done, as well as timing, expected return on the project. One of the most important thing pointed out by most author is that, this project plan is better to have budget included. This project plan must be approved by the quality consul and distributed among related departments which will take role in the project. These departments taking action in the project will be affected in two ways, they will either participate as a team member in the team or with the results gained by the benchmarking team will affect their business results in the end. Such results can even affect external customers as well, therefore in the coming sections, communication of results with in the entire organization is also discussed. Concept of being a competitor is some how very far what it is meant in competitive analysis study. In traditional management, competitors were enemies, but in a Benchmarking partnership a mutual information transfer is essential. An other important concept in a typical benchmarking project is, information. Considering all kind of information that can be collected either from a corporation or a person can be named as even a competitor. A company can reach at different sort of information in different sort of areas. But to collect related, reliable information is at team member's responsibility. New welcomer companies at a benchmarking project, some times fall into difficulties in collecting information. If the team members are not experienced enough such unbased information can mislead the study. Three to five companies to be selected as a partner is advised in the literature. Time, project sources can sometimes be effective in determining the number of partners. After partners and sources of information are clearly identified, information collecting method comes next. Complexity of information will be a limitation as well as the project budget, to be successful at this step, a good way of information collection method design is important. If the partner is a direct competitor, one of the main target of collecting information is learning in which key points is the competitor good at. In other words strength of the competitor. The target of the Benchmarking study is some how to compare competitors current and future performans with our own operations'. The answers to the chain of questions, Where is the competitor good at ? How much is the competitor good at ? How is the competitor good at ? xiwill help adapting of best practices into the own company. An other important point to be underlined is the future trend of best practices. This will conclude by gaining a future reflective database that can be also used to raise the jump height if the partner is a direct competitor. If the team has chosen great amount of partner candidates the cheapest and easiest way of data collection is surveys. A good way of data collection where the questions to be answered is relatively easy but can be insufficient when the team aims to collect information on the process itself. Company and site visits are the second way of data collection method where you can reach deeper information. Such visits also help in understanding the culture of the organization. It is sometimes difficult to get appointment and it is an expensive way as welll. Analyzing and reporting of dates come next. In this step Total Quality management tools can be used. Current performance levels of two organizations compared first and gap in between is analyzed, and how the partner has done is understood. Each Benchmarking team must report their findings to top management. These reports will be a database for the future Benchmarking projects. Findings for a change over will need a great support within the organization. These findings will sometimes directly affect people in the process. Therefore communicating of findings is another important issue at the end. Internal wall newspapers and leaflets can be used. When the analysis is completed, team announces the findings. They also determine the gap. these findings must be turned into action plans before adapting. These action plans can be divided into operational plans and small projects related to them. Sometimes take over teams can be built up to apply action plans. Process owner, a couple of workers affected from the Benchmarking team findings can be members of this sub team. Take over team must report about the change regularly. This report must include new target measures and can be plotted into time graphs. Findings are to be recalibrated in the time interval. The answer to the when to calibrate question can be found in customer satisfaction surveys. Partner must be monitored. Within time new industry leader can be formed. New competitors can born in the market. Technological parameters will be a measure as well. Business circumstances is in sudden improvement. In this rapid turning world, change is unavoidable. Companies that wants to be long standing in the market must be ready to change. A way of that is Benchmarking... Xll
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