Mass Customization and Global Logistics :: Economics Business Custom Essays

"Mass Customisation is - the customisation and personalisation of products and services - for individual customers at a mass production price. So, what does mass customisation mean for manufacturers and retailers? Simply this, that there’s money to be made and customer satisfaction to be achieved by allowing the buyer to customise his or her own purchases by choosing the size, colour and style from a predetermined, often extensive, list of ‘options’. The ultimate goal is to manufacture on a mass scale, retain or improve the margins associated with mass production, and supply a final product that meets each buyer’s individual desires. Apparel captures a major share of mass-customised products, but the concept stretches far beyond a single industry — to furniture, automobiles, eyeglasses, aeronautics, Barbie dolls, computers and so on. For the manufacturer, mass customisation offers an advantage because it differentiates his product from that of his competitors.