Benefits of Mass
By providing tailored products to meet particular needs, you make comparative
shopping difficult and you shift the focus from price
Whilst it is possible to manufacture at a mass produced price, you have
the option to charge a premium whilst still
retailing below the price of a custom product. This in turn will open your
product to a wider market.
Mass customisation allows the ordinary man or women in the street to acquire
a product that has been produced to meet their own particular needs yet at
a competitive price - thus providing exceptional value
Personalised and customised products and services will
differentiate against commodity type products. With their similar
cost they will be doublely attractive.
Lead customers will provide a rich source of new
ideas that can also be exploited with other customers or with
new prospects. As a result, NPD has lower risk of
failure and a higher chance of beating the competition.
On-going service can be adapted throughout the customer's life because it
can be linked to the unique product.
Companies will forge a close relationships
with their suppliers, distributors and customers as they return time and
time again for further unique products.
Satisfied and loyal customers provide excellent references
|With Mass Customisation you can have your cake and
eat it! The uniqueness and profitability of customised products
and services with the economies of scale and mass market penetration stemming
from the mass production techniques.
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This page last updated May 1998 © Managing Change
To Follow: Examples - see FLW slides - separate page?