Using Benchmarking to Create a Mass Communications Strategy

While the focus is on creating educational television as the basis for launching an educationally-based business, the use of benchmarking could also be used as the basis for giving Nik and his team credibility throughout the nation as well. The publication of benchmarks and their explanation leads to authenticity and trust being created over time (Pemberton, Stonehouse, Yarrow, 2001). These benchmarks could then be used for creating the foundation for funding for healthcare programs and the initial development of clinics, based on the training accomplished over time. Benchmarking over time would also provide insights into which specific industries have the greatest potential over time to invest in as well. The immediate impact of this decision is in the benchmarking of demographic data over time relative to educational attainment. Creating benchmarking to provide segment-specific insights can be used for development of launch plans and new venture creation as well (Siemiatycki, 2009).

Resources for Strategy Execution

Nik, Alex and Chris must create a strategic plan based on benchmarking insights that provide them with a roadmap by business area first, then define execution plans based on these insights as well. Beginning with the educational foundation based on the communications...

Using benchmarking data to determine where knowledge deficiencies are in these industries, Nik and his team could develop highly tailored educational programs that would give existing employees an opportunity to significantly improve in their jobs, and also open up opportunities for new hires. The entire focus of the benchmarking efforts must be on defining which areas need the greatest improvement first, and then modeling the educational and service industry-based goals to meet those needs.
Conclusion

Benchmarking is very useful for as-is, to-be analysis of the key industries on Kava, and for Nik and his team, they need to use them as a means to find gaps in service knowledge and service delivery, because in addressing them they will have a more stable and longer-term business opportunity over time.

References

Jonathan D. Pemberton, George H. Stonehouse, & David J. Yarrow. (2001). Benchmarking and the role of organizational learning in developing competitive advantage. Knowledge and Process Management, 8(2), 123.

Siemiatycki, M.. (2009). Benchmarking and the bottom line. Public Policy Research, 15(4), 224-228.