| Definition |
Mass Customisation is the high volume production and delivery of individually customised goods and services. This is achieved through the use of technologies that increase speed, capacity, flexibility and efficiency. These technologies, combined with organisational transformation, are used to deliver individualised versions of products at affordable costs. Competitive advantage in mass customisation is derived from creating the most value at the least cost on a highly market-segmented basis. |
| Implementation |
Companies that use Mass Customisation attempt to profitably deliver a specialised product or service to a focused market segment by:
- Reducing the time to market across the value chain
- Transforming organisational structures to increase flexibility and responsiveness while reducing costs
- Designing products or services that are modularised
- Producing components that can be assembled into a large number of end products and services
- Introducing a flexible manufacturing system that produces families of products, reduces set-up and change-over times, and reduces costs
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| Purpose |
Mass Customised products enable a firm to meet the needs of ever-smaller market segments, even segments of one. Simultaneously, the business can continuously lower the cost of greater differentiation by gaining economies of scale and scope in the manufacture and delivery of products or services. This enables them to respond to an increasingly dynamic and fragmented market more quickly while continuing to drive down costs with accumulated experience. |
