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The Feasibility Mass Customization

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One of the vendors for Feets has come forward with a proposal to produce custom shoes for customers.

What potential questions would you have for this vendor?

Would you require the vendor to perform mass customization of the shoes? Why or Why not?

How would you evaluate whether or not Mass customization would be feasible for Feets?

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Solution Summary

The paper looks at the feasibility of mass customization in the footwear industry

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One of the vendors for Feets has come forward with a proposal to produce custom shoes for customers.

What potential questions would you have for this vendor?
1. Will you permit our IT solution provider to install our IT solution software in your system so you can directly receive the customers' online orders?
2. Do you have the inventory management capability to stock the various accessories required for the product family ?
3. Do you have the technology tools such as scanner, etc to capture customer foot data to design the footwear?
4. Will you honor our policy of not sharing the designs, styles and customer data with other retailers/companies?
5. Do you have Flexible Manufacturing Systems ( FMS) ? That is, does your production facility possess the machinery that gives flexibility to handle small batches?
6. Will you sign an agreement that you will keep basic product architecture product and accessories in stock all the time ?
7. Will you honor timely delivery of the customized goods, taking into account the challenges of sourcing?

Would you require the vendor to perform mass customization of the shoes? Why or Why not?
Mass customization is actually a corollary to mass production in that the consumer can customize a units according to his or her needs. With the changing perceptions, attitude and behavior of consumers, mass production cannot satisfy them anymore. On the other hand mass customization can satisfy both the ...

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Ashvini Ravi, PhD
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  • MMS, Mumbai, India
  • PhD, Madras, India
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