Vijay Rathore

Dr. Dr.AC Shukla

Abstract

This research paper is an attempt to apply the benchmarking technique in dairyfirmABC against thebest in the dairy industry;Amul with the help ofa gap indexwhich shows the gap between Amul and ABC. This index covers nine differentfactorsfor benchmarking. With the help ofpersonal interview and questionnaire, data is collected from ABC and analyzed. On the basis of researcher's observation all nine factors are prioritized and different weightage has been given to them using Expert choice Software. Statistical analysis is also done using SPSS software. The nine factors used are 'Payment system', 'Employees and Customers', 'Milk suppliers', 'Programs and Training' Provided, 'Technologies' implemented, 'Advertisement', 'Availability and outlets', 'Quality'and 'Product Range'. The research findings suggest that dairyfirm ABC need to improve more in Advertisement (0.57) and 'Availability and outlets' (0.56) and least in 'Payment System' (0.12). The best practicing Amul is assumed to be 5 on the scale of 5. This research finds the overall gap of 2.65 on the scale of 5 between Amul and ABC. This shows high scope of improvement in the benchmarked organization.

Keywords- Benchmarking, Gap index, Pairwise comparison, Expertchoice software, Dairy industry