MASS CUSTOMIZATION

Mass Customization

Mass Customization

Introduction

Mass Customization (referred to in German as mass customization or less frequently than individualized mass production) is a production concept in which one hand the advantages of mass production (such as economies of scale, experience curve advantage, automation) are used, on the other hand, the growing desire of customers for customization of its product into account is.

The word itself is an oxymoron really fundamentally different from the concepts of mass production, mass production 'and customization, customer-specific adaptation'.

Mass Customization from Marketing Perspective

Mass customization, in marketing, manufacturing, and management is the use of flexible computer-aided manufacturing systems to produce custom code. These systems combine the low-unit costs of mass-production processes with the flexibility of individual customization.

The concept of mass customization is attributed to Stan Davis in the future perfect and was defined by Tseng and Jiao, as "the production of goods and services to meet customer needs with nearly the efficiency of mass production.” Andreas and Michael Kaplan Haenlein agreement, calling it "a strategy that creates value by some form of customer-company interactions at the stage of manufacturing and assembly operations to create customized products with production costs and monetary price similar to production mass products. " (Badurdeen, 2007)

Description

Target market is not differentiated, but the mass market. Here, is through variation of a few, from a customer perspective, however, crucial features of the product individualization can be achieved. Typical dimensions are as individualization design characteristics or fit. Often these products are also based on the concept of popularisation, which means the product can be customized with various modules.

Mass customization means you are able to serve individual customer needs, at costs that are only slightly higher than those of a standard product. In the athletic shoe, industry of this price premium is around 20 percent. Produce the provider must therefore, ...