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Name: Course: Instructor: Date Due: MASS CUSTOMIZATION Introduction Defined as the process by which customers can specify the kind of products that they want, mass customization provides an effective means of marketing and countering competition for both manufacturing and service industries.
The market is rapidly evolving as well as products; therefore mass customization will provide an effective means of capturing opportunities in e-commerce. Cameron (1998) stated that customers presently require high quality customized products at low prices as well as quicker delivery. It must be noted that mass customization requires an advance form of technology as well must be properly implemented. According to Pine (1993), mass customization markets are fragmented as well as heterogeneous while in mass production, markets are largely homogeneous. This is a key distinction between the two marketing strategies. Some advantages of mass customization include lowering the cost by giving the consumers exceptional value for their money. The producer is also able to make higher profits by giving them a wider market for their products which are tailor made to fit specific customers. Before taking a short in customization, firms must first find out how the desires of various customers differ and the important features in a product to customize. Secondly there is need to ensure that mass customization does not hinder supply chain operations. This calls for a vigorous process design to ensure efficient delivery of customized solutions. ...
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