Mass Customization

The ability of a company to deliver highly customized products and services to different customers around the globe is what defines mass customization. Delaying the task of differentiating a product for a specific customer until the latest possible point in the supply network is the proper and effective way to mass customize. Companies like Dell, HP, Toyota, and Hanes are good examples of corporations that need to mass customize in order to satisfy the needs of the customers. These companies must do the following to keep up with the trends of mass customizing: rethink and integrate the designs of their products, the process used to make and deliver those products, and the configuration of the entire network. By using this approach and method, companies can operate at maximum efficiency and meet the customer’s needs at a quick rate with a minimum amount of inventory.
Dell is an excellent example where mass customization works without their product or service costing too much. Dell makes home personal computers, laptops, and other computer software. Dell computers makes it product when it is needed. This is why they have fewer inventories or a large amount of surplus. Instead of making a huge product

After graduating college with a marketing degree I hope to join a firm where I can use my creative skills and help a business or corporation succeed. Mass customization would be used as a guide for me to see how well my business is doing. I can then base my information on my results and find the proper field research program. For example if I were the head of marketing for Toys ‘R’ Us and the customization line is poor for a certain action figure, then I would go out into the field and see why this toy is doing poorly. Afterwards I would see that it is not being portrayed to the right demographic. I would fix the problem and make the company successful and contribute all of this to looking at the mass customization and finding the problem along the line. Mass customization would help a business in a small scale or in a big scale depending on the given situation.

Product based companies are not the only companies that have to use mass customization. Service organizations which are corporations or companies that sell a service rather than a product need to use mass customization as well. It can be just as hard or easy to mass customize a service. After all a service is something that can be sold even though it is not tangible. Kelly Allan Associates Ltd. is a perfect example of mass customizing certain services. According to their website Kelly Allan mass customizes services in the management consulting field. In this field some services include: leadership conversations and training, hiring procedures, knowledge management