Individual CourseworkMKT60104Principles of MarketingMarch 2020Name: Abdul AzeemStudent ID: 0335097Section: 061
1.0 Introduction“Mass customization is more viable than mass marketing in building a profitable brand andachieving market success”. I’ve chosen to abide with this statement.Mass customization is a business methodology that involves flexibility in terms of manufacturingto construct the products accordingly to the consumers precise preferences.“The old paradigm of mass production is no longer suitable for today’s turbulent markets,growing product variety, and opportunities for e-commerce. What is needed now is masscustomization”.(Anderson, 2019).Mass marketing is a technique used by firms where they provide the whole market with onestrategy to attract a sizeable audience whilst disregarding demographics.According to reports Mass Marketing isn’t preferable by consumers and “does not workanymore”.(Burrows, 2016)Consumers in the present time are more demanding of products where customization is available.Research in France held during 2013 illustrates that approximately 21% of the local shoppersclaimed that they found it relatively difficult to find what they wanted because of the lack ofoptions they had, by 2015 this percentage rose up to an astonishing 38%. (Burrows, 2016)I believe that mass customization is a more appropriate business technique to use asunderstanding and listening to consumer needs is very significant when it comes to building aprofitable and reliable brand.2
2.0 ArgumentThe likes of mass customization are having many companies and organizations transition to oneto one marketing. The availability of new technologies in today’s age and time has been thesteppingstone for many company’s turn to mass customization. Faster and more powerfulcomputers, informative databases, flexible manufacturing and communication platforms such ase-mail as well as the internet have all been merged to create “Mass customization”.(Kotler and Armstrong, 2008, p.200).“Most companies can benefit from mass customization. The key is to think of it as a process foraligning an organization with its customer’s needs”.(Anderson, 2019)Customer involvement is a strategy used by firms where the consumer is responsible of thedecision making on the products. It demonstrates the willingness to venture their valuable time toSpecify their customization preferences of the product. Customer involvement plays a verycrucial role when it comes down to ordering mass customized products. During the early stagesof the production cycle if the customers are involvement is high then the product could relativelybe customized highly.