By looking at the performance of other companies, you can identify where they are failing. Companies are also able to notice techniques that can improve their processes without reinventing the wheel. They are able to accelerate the course of changes because they have examples from other companies in their industry to further influence their changes (entrepreneur.com, 2015). Benchmarking is vital in the movement of evaluating Plaza Home Health's ability to provide superior service to market rivals. Based on the weaknesses and threats identified in the SWOT analysis, it is essential that Plaza thoroughly explores all means to evaluate its brand and services. Through benchmarking, Plaza can eradicate weaknesses and instantly explore strategy to mitigate threats. Nancy and Jennifer are worried that changing their emblem will negatively impact their market status. Advice from comparable companies that have already undergone rebranding will be invaluable to the process. Benchmarking will allow them to determine the best alternatives and do their job