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, quality theory and practice, and of course hands on support. This is a pure example of a company that can produce many services at a quality rate. Also these services are offered only if the person or another corporation needs to demand it. Mass customization with Kelly Allan Associates is helping the company expand. .
An appropriate competitive focus for a company using mass customization would be to follow the three principles involved with mass customizing. First, a product should be designed so it consists of independent modules that can be assembled into different forms of the product easily and not as expensive. This principle focuses on the company to make sure that the product line is as simple as it can be. For a product having easily accessible ways to construct in an assembly line is fast and cheap for the company. For a service it would be hard to tell because one cannot really assemble a service in a line. Next, manufacturing and service processes should be designed so that they consist of independent modules that can be moved or rearranged easily to support different distribution network designs. So if the product that was described before needed to be changed in someway it is important that the modules on the assembly line can be moved around in order to fit the process. Third, the supply network should be designed to provide two capabilities. The two are: able to supply basic product to the facilities and flexible and responsive to take individual orders and deliver them quickly. (Aquilano 379). This is what ties up the mass customization process. The faster the product can be delivered the less annoyed the customer will be.