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Is Mass customization a good thing for Manufacturing industry?

Created by : Isha Verma, Sales/BD Manager, Larsen & Toubro  | 06 23 2010 12:42:04 +0000
Industry : Industrial Products/Heavy MachineryFunctional Area : Product Development(Operations)
Keywords : manufacturing industry mass customization digital technology
Activity:  705 views;  last activity : 01 25 2011 06:07:20 +0000

Thanks to digital technology, the mass market of the 20th century is giving way to a market of one. The automation that made cloned cars and clothes ubiquitous is being replaced by technology that allows a staggering degree of individualization.

http://www.tut.ac.jp/english/images/a4_02.jpg

Customers can communicate directly with manufacturers via the Internet, and their instructions can be absorbed into production at little--if any--extra cost. This so-called mass customization has profound implications for many traditional manufacturers. It will prod many to overhaul production lines to combine the benefits of automated assembly with the power to include a vast array of personal touches. This next-wave technology is already sweeping across the apparel, cosmetics, and publishing industries, among others.

So users, is Mass customization a good thing for Manufacturing industry?

  
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Mass customization speeds up production by automating tasks once performed by hand, and it can also enhance the whole customer experience. Automating the customization process not only saves people the effort of tampering with products themselves, it can move their desire for cosmetic changes and personalization to a new level. In many markets, the real challenge will be convincing customers they should take the time to alter their products.
By Isha Verma, Sales/BD Manager, Larsen & Toubro  06 23 2010 12:42:04 +0000
 
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One problem with customization is that it requires customers to do a lot of the initial legwork. That means filling out forms, picking choices, standing in scanning booths, and otherwise going through the hassle of helping manufacturers take the guesswork out of serving their needs. That's fine for a major purchase, but many might not want to waste the time when they're just buying a shirt or a tube of lipstick. Of course, once companies have that data on file, it may be much easier to make later purchases.
By Abhijeet Kadian, Sales/BD Manager, Bharat Heavy Electricals  06 23 2010 12:45:14 +0000
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These days, to serve customer properly customer centric approach/ customization is very important but it is not valid for all types of product
By shishir gaurav bhatnagar, company pay role dept head, ganpati packaging industries  | 01 25 2011 06:07:20 +0000
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Mfg industries need to have the differentiation between just manufacturing firm (design provided by customer) and Design Make firm. Design make firms have flexibility of making changes to design to facilitate mass customization. However, firms manufacturing to customer design have limited scope in mass customization. Mass customization can survive only when there is a platform to exploit and then the customer can mix and match what he wnats. Example: MS Excel is a platform that lets users to customize the way they use it. Added Visual Basic options let customers with advanced usage to customize the way excel works. Manufacturing will have to learn this format.
By ARAVINDAN , Industrial Engineer, IIT Kharagpur  | 01 14 2011 18:11:33 +0000
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These days, to serve customer properly customer centric approach/ customization is very important but it is not valid for all types of product
By Neha Maheshwari, Personal Assistant, Media Lab Asia  | 01 13 2011 10:18:10 +0000
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yes it is good up to some extent where the production is in bulk otherwise it is just wasting of money in all the steps which are required for mass production
By vikas goel, Maintenance Engineer, creative portico india pvt.ltd.  | 01 13 2011 09:30:32 +0000
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yes Isha, I agree with you as some times the customer use to keep its identity unique and different from others. In case of brand promotion we can easily understand it.
By Himanshu Gaur, Manager-Business Development, Balaji Sign and Graphics (Avery Dennison India Ltd)  | 01 12 2011 15:27:16 +0000
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its the only thing,, the reason behind cam and cae is only mass customization.
By iftkhar ahamad, PG Diploma student, central institute of tool desining, hyderabad  | 01 12 2011 13:20:51 +0000
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yes. Mass customization is defenitely a good thing for Manufacturing Industry since it opens up transparancy is entire operations between the supplier and receiver of intended goods.
By M.RAJAGOPAL , Technical Advisor, Free lancer  | 01 11 2011 05:09:10 +0000
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Absolutely you are right Ms.Isha
By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 06 24 2010 19:26:42 +0000
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yes , definitely it will help in manufacturing,management e.t.c. basically to meet individual customer needs with an efficiency....
By reena singh, Marketing, Ariisto House  | 06 24 2010 05:54:42 +0000
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Yes,mass customisation may help improve performance based requirement ,but it will still need a good deal of time in speeding up production.Though,idea is good.
By Mohammad Bakhsh, Project Leader/Managing Consultant, Freelancer  | 06 24 2010 04:34:52 +0000
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Dell computers have been allowing buyers to create their own PC configurations based on their need and budget by selecting available modules. This has been possible from 2002. I think it allows people to buy what they need as long they meet the requirements of the manufacturer by selecting the basic configuration which is compulsory.

Need based purchasing is going to be the mantra now and so this kind of manufacturing is definitely good.
By RAMESH KANDADAI, Principal Consultant, ARM Consultants  | 06 24 2010 03:48:32 +0000
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yes it is good thing a good step ahead in manufacturing industry
By Wajid.Pathan , Enterprenuer (Designer /Developer/Supplier), Self Employed  | 06 23 2010 16:25:58 +0000
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I agree with him because mass customisation can not be done in every product and it is a time consuming process.
By Priyanka Agarwal, Cerificate student, Indian Institute Of Management (IIM), Indore  | 10 18 2010 10:47:37 +0000
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