Mass Customization of Products - Essay Example

The market is rapidly evolving as well as products; therefore mass customization will provide an effective means of capturing opportunities in e-commerce.  Cameron (1998) stated that customers presently require high-quality customized products at low prices as well as quick delivery. It must be noted that mass customization requires an advanced form of technology as well must be properly implemented.
According to Pine (1993), mass customization markets are fragmented as well as heterogeneous while in mass production, markets are largely homogeneous. This is a key distinction between the two marketing strategies.
Some advantages of mass customization include lowering the cost by giving the consumers exceptional value for their money. The producer is also able to make higher profits by giving them a wider market for their products which are tailor-made to fit specific customers.
Before taking a short to customization, firms must first find out how the desires of various customers differ and the important features in a product to customize. Secondly, there is a need to ensure that mass customization does not hinder supply chain operations. This calls for a vigorous process design to ensure efficient delivery of customized solutions. Finally, there is a need to minimize choices so that customers find it easy to select products of their preferred tastes.
1) Product Selection. For this study, I have selected shoes as a product to be customized. The shoe industry in the United States offers a perfect case for customization.
2) Product variables. The various product variables from different consumers can choose to include saddle shoes, sandals, skates, sneakers, and loafers.
3) Modular components. The modular components which I will have in hand include feather-lite cleats, customized sports shoes, and multi-style modular shoes.
4) Individual customization. This will involve online research on the various types of shoes available in the market.
5) Steps in mass customization in the shoe industry.