E2. Benchmarking at Al Madina Steel Company Case Study.

Al Madina is the Steel manufacturing company in Oman. Al Madina exports about 50% of its production to all over the country. The companys key strength has been its reliance on indigenous designs to implement projects at low costs. The management of the company decided to maintain the leadership among the secondary steel-producing companies in Oman. The company needed to benchmark the process with another company and try to become a superior performance in worldwide

The company plans t benchmark Al Ayan steel company which is located in U.A.E. Al Ayan steel company is one of the large steel-producing companies in the world

The benchmarks against which Al Madina was measured were three main things

1. Quality of the product and the quality of service after selling the product

2. Achieving product quality through the manufacturing process.

3. The areas need to be addressed are Customers at their workplace, employees level across the organization, comparison of the company performance with competitors in OMAN and abroad, financial yields, handling of complaints, fiscal policies, and reliance of information technology.

Answer the following questions (10 Marks)

A. Identify and analyze the level of benchmarking used by Al Madina Company. (3 Marks)

B. List and explain what the outcome of the benchmarking of Al Madina will be. Whether the listed points will be giving the exact results or not. (3 Marks)

C. Link the case related to the four phases of benchmarking and explain in detail. (4 Marks)