Customisation

• Overall


  refers to the creation tailored products to meet the specific needs of the customers (coke, vanilla, coke zero)

  Most products tend to be standardised: however, over time customer preferences are creating a custom option for goods

  Many goods have this feature (mostly ‘mass customisation’ whether a mass produced good can be altering slightly to customer taste)
• Purpose + strategy


  Purpose: to satisfy customers by using their specific desires as inputs in the transformation process, meaning they are able to charge higher prices whilst increasing customer satisfaction

  How to achieve it? - use a differentiation strategy