EBUS635 (BUSINESS ANALYSIS & ASSESSMENT)
BENCHMARKING Assessment Requirements
PHASE 1: Literature Review
Undertake a review of the literature on Performance Management/Measurement Systems
(MS) and Benchmarking and present it as section/chapter two of the final report (mini
dissertation- See Submissions part below).
• The choice of the approach, mode and style of the review is up to you [systematic
review, descriptive/critical review],
• The review must be presented in a structured format, not as an essay. A generic
structure/format for using in the review work is suggested (see below), which you
may choose to follow.
The report is expected to cover:
• Concept, models and importance of PMS in firms
• Concept, models and importance of Benchmarking
• Key aspects of Benchmarking:
• Objectives from strategy to action
• Financial and Non-Financial Benchmarking
• Measures and KPIs; what and how to choose
• Outcomes from Benchmarking
• As your concluding analysis, identify KEY QUESTIONS you may need to collect data
about from the company and its stakeholders, particularly the competitors.
WORD LIMIT: 2000 (WITH 10% MARGIN)
MARKS FOR THIS PHASE: 30%
PHASE 2: Benchmarking exercise
Identify two companies that operate within the same sector (or two companies that have
divisions or business units that operate within the same sector). Familiarise yourself with the
operations of both companies by researching their activities.
Conduct a comparative analysis of the two companies you have chosen. The analysis should
be both financial and non-financial and should make use of appropriate sources of
information such as company reports, external databases (such as FAME), articles in the
press and public domain (Internet), and any other relevant and informative documents
(National or Local Government or other governing or regulatory bodies).
The financial analysis should be based on appropriate use of standard methods such as
horizontal, trend, vertical and ratio analyses of the financial statements for each company for
a period of at least two consecutive years and finishing with the most recent year for which
company accounts are within the public domain and readily accessible.
The non-financial analysis should be based on evidence of business performance that is
primarily non-financial in nature such as market and customer oriented performance
(delivery, reliability, lead time, service level, speed, …), quality, Innovation (new product
introduction number and speed/time, market share, productivity, staff turnover, salaries, R&
D statistics, brand image, Corporate Social Responsibility and Sustainability strategies etc.
Trends and patterns of non-financial performance should also be established.
1) THE REPORT OR MINI DISSERTATION. This should cover chapters or sections as
1- Introduction/executive summary (400words)
Here, you introduce the work and approach and the information about the firms examined
• Company names (and registered addresses) and industrial classification (product tree).
• Types of business activities (for both companies).
• A short paragraph summarising the products produced, or services provided (for each
2- Review of the literature (see PHASE 1 above)
3- Benchmarking exercise:
3-1- Approach to data collection
3-2- Analyses (FIVE sub-sections)
• Financial analysis (for a minimum of 2 years).
Analysis of the financial performance of each company. Appropriate use of
horizontal, trend, vertical and ratio analyses (show all calculations).
• Non-financial analysis (for a minimum of 2 years).
Analysis of the non-financial performance of each company. Appropriate use of nonfinancial performance metrics and evidence of business health.
• Company potential.
Comparison of strengths, weaknesses and future prospects of both companies
(considering opportunities and threats) based on both financial and non-financial
• Investor potential. Comparison of the attractiveness of investment in both
• Employee potential. Comparison of the attractiveness of employment for existing
human resources and potential talents in both companies.
4- Discussions, conclusions and limitations
WORD LIMIT: 3000
MARKS FOR THIS PHASE: 60%
2) A POSTER PRESENTATION. Using the provided TEMPLATE produce a summary of
your work with the purpose of presenting it to the companies you have studied/examined.
You may submit the poster as a PDF file.
No word limit for this part, but you should choose the right font size and format suitable
for a poster viewed by external observers.
MARKS FOR THIS PHASE: 10%
TOTAL: 100 MARKS
DEADLINE FOR THE SUBMISSION TO BE ANNOUNCED
SUBMIT BOTH PARTS TOGETHER VIA TWO LINKS PROVIDED
• Follow the standard structure of academic reports as recommended above, and by
including the references you have used in the right place, checking for grammatical
problems and word processing for spelling mistakes.
• Plagiarism (copying whole or parts of material from other works without making
reference to them) is forbidden and means are set in place in the university to detect
them and there are strict rules for punishing those who commit this act.
• Submission: Electronic copy to be submitted via Turnitinuk link in VITAL.