What is meant by Mass Customisation? This short video explains the concept with a few examples too.

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VIDEO CHAPTERS
0:00 Introduction
0:12 What is Mass Customisation?
0:44 Example for Consumer Product - Levi Strauss
1:24 Example of Industrial Products - Danfoss
2:00 Potential Benefits of Mass Customisation
3:04 What Businesses Need to Make it Work

VIDEO SUMMARY

This video is about mass customization, a concept that combines mass production techniques with customization to tailor products to specific customer needs.

The video starts with some examples of mass customization. Levi Strauss and its original spin jeans program is mentioned as an early example. Dell and its customizable computers and Nike with its customizable shoes are also given as examples. The video then goes on to talk about how mass customization is being used in industrial contexts. Danfoss, a Danish manufacturer of mechanical drives, is used as an example. Danfoss builds millions of drives each year, but every single one is built to a specific customer order.

The benefits of mass customization are discussed next. The key benefit is that you get the advantages of mass production, like low unit costs, while also being able to offer some level of personalization, which can add value for the customer. This can potentially allow you to charge a premium price for the customization options. Another benefit is that you don't have to hold as much inventory in terms of finished goods, which can improve your cash flow.

The video then goes on to discuss what it takes to make mass customization work. Not every business can achieve it. First, they need to have mass production techniques in place. They also need to have a well-organized and efficient supply chain. Mass customization requires close integration and collaboration with suppliers. It also requires the use of digital technology, automation, and flexible production capabilities.

Overall, mass customization is a fascinating concept that can give businesses a competitive advantage.

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