1- Product Benchmarking
1.1 Sales Appeal
1.3 Operating Characteristics
1.4 Product Analysis
1.4.1 Sketch of the product
Figure - Black and Decker Dustbuster 12V
1.4.2 Part List
1.4.3 Sub- Assemblies
2- Competitive Benchmarking
2.1 Identify competitive products
2.1.1- High Performance Leader: Dirt Devil AccuCharge HV 15.6V Hand Vac, BD10040RED. 2.1.2- Low Cost Leader- Dirt Devil Scorpion 6 Volt Cordless Hand Vac
2.2 Benchmarking against a non-competitive company.
From this analysis I would expect to obtain a sense of the functions that the noncompetitive product offers and this way we can learn about the needs that they satisfy as well as the needs that they do not satisfy. The non-competitive company chosen is called Kirby. They have introduced several times handheld vacuums to the market but unfortunately the majority of the models have had to be discontinued. From my perspective, important insights can be gained from a comparative analysis against this company. For instance, by looking at the functions provided by Kirby handheld vacuums, Black and Decker can visualize reasons Kirby had been unsuccessful in the market. Many of the Kirby’s customers have complained about the functioning of this vacuum and its level of ineffectiveness. By looking at Kirby’s process, B & D would be able to identify deficiencies in the system that can be similar to some of the limitations present in Black and Decker facility. From my own experience, I can say that sometimes it is difficult to visualize the problems that are hidden in your own system. This tends to happen especially if you belong to an organized company where everything seems to be perfect. In many cases, it is good to take a look to other company’s chaotic systems to perceive things that might go wrong in your own environment. The key function that the Black and Decker 12V dust buster...
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