Mass Customisation

Benefits of Mass Customisation

Higher Profits

• By providing tailored products to meet particular needs, you make comparative shopping difficult and you shift the focus from price to benefits.
• 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.

Lower Costs

• 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 for money.

Market Exploitation

• 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 and referrals.
   

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.

Next is The Implications

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