Given the changing characteristics of todays consumer interests and industrial competition, mass production. And our country tourism industry is still faced with rigid management mode, operation with high cost problem. How mass customization is changing the manufacturing industry. Am requires three dimensional computer aided design 3dcad data in order to additively build parts from numerous materials, including polymers, metals and ceramics. Mass customization as a solution for the service industry. Smart manufacturing enables mass customization trend. Within the manufacturing world, mass customization is about producing highly configured products with the efficiency of a mass produced product gardner, 2009, p. The phrase mass customization is striking, for it seems a contradiction in terms. Mass customization presents an enticing promise, but as a manufacturing trend it is still in its infancy, and companies may find that the availability of industry testimonials and academic research is underdeveloped. Products should be developed in synergistic product families and be designed around aggressively standardized parts and materials, designed for no. Three strategic capabilities to implement mass customization frank piller, evalotte lindgens and frank steiner, rwth aachen university author contact. Smart manufacturing enables mass customization trend posted on august 1, 2019 by erik thompson in the digital age, whether its a sneaker, the color of your cars upholstery, or a smartphone, people want a singular consumer experience that feels tailored to them. Mass customization can also generate valuable data that may be used in the development of standard products. Before talking more about mass customization, i first would like to note that there is a wide area between mass production and mass customization.
Mass customization as a solution for the service industry 5 052012 maarten ter harmsel preface this thesis is the conclusion of the master business administration i started in february 2010. Mass customization model in food industry using industry 4. Product family architecture pfa to represent assembly variety 1. Manufacturing transformation toward mass customization and. Mass customization is a flexible manufacturing system that creates custommade options. Mass customization is a marketing and manufacturing. Mass customization can be regarded as a response to todays opportunities of heterogeneous demands and the need for companies to become truly customercentric. It is a system that combines the mass production process of low cost with flexible personalization. Thus, mass customization presents a paradox by combining customization and mass production, offering unique products in a mass. Since entered 21st century, the development of great potential for mass customization production mode have been all walks of life study and practice. In his book, mass customization, pine 1993 defines mass customization as the mass production of individually customized goods and services p. Mass production refers to the production of standardized products on a large scale.
When we think of becoming lean, in many ways, the ultimate process strategy to accomplish this is what is known as mass customization. Many companies make different tradeoffs between price and customization, and still have a good business model. Additive manufacturing for mass customization springerlink. Mass customization combines the low unit costs of mass production with the product uniqueness that job production offers. From mass production to mass customization michael t. Jul 14, 2014 mass customization also creates an interface between the manufacturer and the customer, enabling collaboration and open innovation.
Mass customisation is a type of manufacturing system that combines sensitivity to customer preferences with standardisation of processes, and therefore seeks to combine flexibility, low costs and high quality. Mass customization puts huge pressure on product manufacturing companies to find ways to up their game in nearly every aspect of their operations, from introducing new customer sales processes and implementing responsive supply chains to crafting flexible yet costeffective custom manufacturing processes. However, with advances in technologies in areas such as digital manufacturing, big data and even social media, mass customization is going mainstream. Masscustomization methodology for an apparel industry. Mass customization puts huge pressure on product manufacturing companies to find ways to up their game in nearly every aspect of their operations, from introducing new customer sales processes and implementing responsive supply chains to crafting flexible yet costeffective custom manufacturing. Improvement of kanban policy and implementation wu chen abstract this thesis documents the application of the principles of lean manufacturing and supply chain planning at varian semiconductor equipment associates. In modern times, new technologies specially the computer technology, has made mass customization possible. Competitive and quick responsive behavior with high product mix and low volume of global apparel market and increasing production cost compel mass production apparel manufacturer shifted to mass customization as well as to focus on cost effective. Mass customization mc has been hailed as a successful operations strategy across manufacturing and service industries for the past three decades. Mass customization advantages and disadvantages latest quality.
In fact, everything from web design to order management to shipping not to mention the actual manufacturing process has to change to accommodate a market of one. It is also known as demanddriven manufacturing ddm, customization, and pull technology anderson 2008. This article will help you to differentiate between the concepts of mass production and mass customization. Mass customization engineering and managing global. Mass customization is the new frontier in the field of manufacturing and marketing. Mar 01, 2002 mass customization presents a paradox to traditional manufacturing practices. Now, and shortterm 12 years why this is important the idea or concept of mass customization is not new. Flexible manufacturing system for mass customization manufacturing.
Mass customization refers to a business strategy that conciliates two different business practices, which are mass production and craft production. It is characterized by high volume and low variety. Twelve percent of survey respondents report that they use all of their 3d printing processes to make functional or. Masscustomized production in a sme network springerlink. The concept of mass customization first appeared in 1987. Mass customization advantages and disadvantages mass customization mass customization is considered to be the happy medium when the buyer wants you to make customized, made on order goods but you want to produce and sell the product at a minimum price to cope up with the mass manufacturing. Biggest challenges of mass customization and tips for. The goal of the postponement is to delay the customization as late as possible in the supply chain. Pdf the concept of mass production was introduced in the 1800s and reached its full development in the 1920s. Pdf investigation of a hybrid production system for mass.
In the days of henry ford, mass customization meant allowing a customer to chose a. With the technological advances of manufacturing, information technology, communication, and product design, higher levels of mass customization can be realized. Combining the best of both promises exciting choices for consumers and new opportunities for businesses. Research on mass customization has largely overlooked the issue of organizational change associated with the mass production. May 23, 2019 mass customization is the process of delivering widemarket goods and services which are modified to satisfy a specific customers need. Mass customization with 3d printing zabfab manufacturing. All too often, executives at manufacturing as well as service companies that have been pursuing continuous improvement do not realize that mass customization is a distinct and, generally, a very. The idea of mass customization is to turn customers heterogeneous needs into an opportunity to create. Pdf the impact of mass customisation on manufacturing trade. Cw applied technology is reimagining manufacturing to satisfy the demands of. How technology can drive the next wave of mass customization 5 provide a userfriendly and speedy way to gather a consumers customization prefer ences. Industry examples are used in categorization of mass customization and corresponding technology is presented.
Postponement, mass customization, modularization and. Additive manufacturing am is a disruptive manufacturing technology that requires no tooling for production. The costs are maintained similar or marginally higher compared to mass production. It is required more time for the transformation of information from the design phase. Manufacturing is moving into an era of mass customisation. Fralix textileclothing technology corporation tc2 cary, nc abstract with the advent of the industrial revolution and interchangeable parts, manufacturing moved from the craft era to the mass production era. In our lab, we are trying to invent the technology to make that happen, said holman.
The customized products are provided at the same price as of the number of mass production products customers are provided with basic product and a range of features that they can add or subtract to get a unique product. Mass customization means to offer products or services which meet the demands of each individual customer, but which still can be produced and delivered with mass production efficiency. Mass customization in the tourism industry of china. Standard products are produced and stocked in the warehouse, availing to be. Mass customization can be defined as the ability of a company to deliver modified goods and products to fulfil the needs of individual customers. Mass customization, in marketing, manufacturing, call centres and management, is the use of flexible computeraided manufacturing systems to produce custom output. It seems to me that most of the literature on mass customization that i have come across including joe pine covers large manufacturing like configurable cars, computer systems, etc. Within this chapter the advantages realized by taking an am approach are considered as well as their. Historically, companies chose to produce either customized, crafted products or mass. Difference between concepts of mass production and mass. Mass utilization of additive manufacturing for mass customization. Scanias main characteristic is a modular product range and a value chain that is based on the production of the modules.
Research and development must redesign the product so that it can be customized at the most efficient point in the supply network. Difference between mass production and mass customization. Mass customization can be realized differently at a food plant than a textile or carassembly plant, but all factories may achieve big savings. However, the wider implications of using mc approaches in the broader industrial and economic environment are not yet clearly understood. Pdf mass customization and manufacturing researchgate. May 19, 2017 holman also pointed to the mass customization of manufacturing, indicating that the future of the industry points to the transition from mass production to customized production. Mass customization manufacturing mcm has been gaining.
Mass customization mc, within the marketing, manufacturing, and management contexts of an organization, is the use of flexible, computeraided manufacturing systems to produce custom outputs in a mass production. While traditionally mass customization has been associated with flexible manufacturing technology and the development of modular product. Jul 17, 2009 mass customization mc manufacturing requires high flexibility to respond to customer needs in a timely manner. Joseph pine, who made mass customization popular with his 1993 book. Mass customization presents a paradox to traditional manufacturing practices. In fact, 100 years after henry ford changed the manufacturing story, we are finally on the verge of another shift the birth of a new era and a new epoch of manufacturing. Mass customization an overview sciencedirect topics. For fast and easy production, mass customization products should be designed for manufacturability. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization. Mass customization is an uprising business model, which acquires further investigation in order to form the appropriate methods of decreasing the high manufacturing expenditures. Mass customization an english expression that can be translated as mass customization is the strategy of producing goods and services aimed at satisfying the individual needs of customers and at the same time preserving the e. The term mass customization was coined by davis 1987 and elucidated through empirical testing by pine 1993 and others kotha, 1995. From mass production to mass customization and personalization.
Mass customizationa lean and agile supply chain required. Customers want customization, and companies are giving it. Challenges rising prices of raw material some customers still prefer to take some out a dealers lot directly even though 12 days is pretty impressive, customers still want lesser delivery time us laws has not yet allowed mass customization to be standard procedure in the us, laws allow the customer to call of a deal before the. The most promising feature of a manufacturing system oriented to mass customization is to have at disposal a layout and a governance such to allow. Handcrafting is not feasible on a large scale, and mass customization requires a fundamental rethinking of the way operations run. Lean customization we stopped counting custom designs after about 20,000, says ryan clark, coo of portlandbased liberty bottleworks.
Mass customization is an important business concept, which numerous brands are adopting these days. Aside from shopping apps and smartphone scanners, several other technologies 3d printing, networked production and highspeed data transmission are enabling mass customization. Manufacturing and distribution must coordinate both the supply and the redesign of materials and situate manufacturing processes in the most effi. Inventory correction and shortage measurement by sumant raykar b. This paper focuses on four interrelated strategies. Mass customization, in marketing, manufacturing, call centres, and management, is the use of flexible computeraided manufacturing systems to produce custom output. Mass customization, buildtoorder manufacturing, and. Most experts agree that additive manufacturing is a complement, rather than a direct competitor for techniques such as injection.
Demographics of mass customization study of manufacturing plants. Technology solutions for your business mass customization. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization mass customization is the new frontier in business for both manufacturing and service industries. According to the lean philosophy it is important to see the waste of time not only during the manufacturing process but also during the designing cycle of a product.
Until recently, however, mass customization made only modest inroads in a few. Mass customization is the process of delivering widemarket goods and services which are modified to satisfy a specific customers need. Article on mass customization as a cost reduction strategy. Manufacturing project appear to have explored relationships between mc adoption, and manufacturing organizational variables with large international samples. Mass customization also creates an interface between the manufacturer and the customer, enabling collaboration and open innovation. There are two important contributions in this paper. Economies of scale in manufacturing and distribution brought down the price of mass produced goods so much that all but the most welltodo customers. Jack hu procedia cirp 7 20 3 a 8 systems need to respond to the changing market. Purpose the project seeks to discuss the phenomenon of mass customization in the automobile industry on both industry and companylevels.
Mass production implies uniform products, whereas customization connotes smallscale crafts. The concept of mass customization mc focuses on satisfying individual customers unique needs with the help of technologies such as agile manufacturing, flexible manufacturing systems, computer integrated manufacturing, and information and communication systems. Pdf mass customization aims to deliver products and services that best meet individual customers needs with near mass production. Mass customization mc, within the marketing, manufacturing, and management contexts of an organization, is the use of flexible, computeraided manufacturing systems to produce custom outputs in a mass production environment. How technology can drive the next wave of mass customization. Mass customization is not a pure but a hybrid manufacturing concept, which joins the. As manufacturers and their customers realize the benefits of using 3d printing for mass customization, use of the technology is expanding at a considerable rate. Why wouldnt people want to be treated as individual customers, with products tailored to their specific needs. Moreover, the concept is also utilized in the development of marketing strategies for product and service lines and during the process of recognizing the target audience of a brand or business. If a company has a long production process or delivery time from factory to end consumer, having this kind of power supply makes it difficult to masscustomize. This entry is identical to the book chapter of mass customization in cirp encyclopedia of production engineering 2017 edition. With high variety under mass customization, manufacturing modular products f1 f2 fn v 11 v 12 v v n1 v n2 v n3 v 21 v 22 fig. Piller, paul blazek, in knowledgebased configuration, 2014. Mass customization is defined as a business strategy for profitably providing customers with.
Pdf from design to manufacturing for mass customization. Integrating lean and other strategies for mass customization. Mass customization can be an especially attractive business model for lifestyle products, but companies should consider options such as modular customization limited choice to help streamline their production facilities, reduce downtime in the logistics chain and maintain a satisfied customer base. Lean manufacturing principles can be easily applied to situations with low levels of mc. While online configurators have been around for years, user interaction in the past was limited to selecting a few configuration options in a form. It is defined as a business strategy that uses advanced information and production technologies and involves the customer in the. Mass customization opportunities, methods, and challenges. Mass customizationthe automated manufacturing bespoke products, profitably combining the low unit costs of mass production with the flexibility of building custom products to orderhas been touted as the next big thing for more than a quarter of a century. This paper briefly analyzes the significance of the mass customization production mode and features, tried to put the mass customization. However, as the degree of customization increases and customer involvement occurs earlier in the design and fabrication stages, the direct application of lean principles to maintain flow and low. This refers to production in batch sizes of one to meet customer specific demand.
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