Mass Customisation

• Mass customisation offers individually tailored goods or services to customers on a large scale
• Mass customisation meets customers need better but can still be achieved offering near mass-production prices
• Advantages of Mass Customisation

  • cost reduction - still large scale production
  • higher revenue - customer will be prepared to pay more if a product is customised
  • competitive advantage
• Disadvantages of Mass Customisation

  • requires sophisticated and expensive information management systems
  • greater expertise in terms of IT, capital equipment and staff training
  • problems with rejected products