Benchmark
A structured comparison of a company’s performance, practices, or results against sector references, identified competitors, or recognised standards. It identifies gaps, sets realistic targets, and prioritises improvement actions.
In practice
A benchmark without a precise definition of comparable scope is misleading. Comparing gross margin against 'the sector average' without distinguishing company size, distribution channel, and geography can lead to poor decisions. Reliable French benchmarking sources include Banque de France data by NAF code, professional federation sector reports, and studies from specialist research firms.