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What is mass customisation?
A production process involving mass production techniques where the output is tailored to the requirements of the customer
How is Dell a classic example of mass customisation?
They pioneered custom-configured computers, whereby customers pick their computer's processor, memory, storage, and other equipment when purchasing on Dell’s website
What are the potential benefits of mass customisation?
Low unit costs combined with personalised products = higher added value
Can charge a premium price
Method of product differentiation
Builds brand strength and loyalty
Lower inventory (cash flow benefit)
What do businesses need to make mass customisation work?
A lean and efficient supply chain = close integration and collaboration with suppliers
Effective use of digital technology
Flexible production capacity
A high degree of automation
