Marketing indv assignment.docx - Individual Coursework...

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Individual Coursework MKT60104 Principles of Marketing March 2020 Name : Abdul Azeem Student ID : 0335097 Section : 06 1
1.0 Introduction “Mass customization is more viable than mass marketing in building a profitable brand and achieving market success”. I’ve chosen to abide with this statement. Mass customization is a business methodology that involves flexibility in terms of manufacturing to 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 mass customization . (Anderson, 2019). Mass marketing is a technique used by firms where they provide the whole market with one strategy to attract a sizeable audience whilst disregarding demographics. According to reports Mass Marketing isn’t preferable by consumers and “does not work anymore”. (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 shoppers claimed that they found it relatively difficult to find what they wanted because of the lack of options 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 as understanding and listening to consumer needs is very significant when it comes to building a profitable and reliable brand. 2
2.0 Argument The likes of mass customization are having many companies and organizations transition to one to one marketing. The availability of new technologies in today’s age and time has been the steppingstone for many company’s turn to mass customization. Faster and more powerful computers, informative databases, flexible manufacturing and communication platforms such as e-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 for aligning an organization with its customer’s needs”. (Anderson, 2019) Customer involvement is a strategy used by firms where the consumer is responsible of the decision making on the products. It demonstrates the willingness to venture their valuable time to Specify their customization preferences of the product. Customer involvement plays a very crucial role when it comes down to ordering mass customized products. During the early stages of the production cycle if the customers are involvement is high then the product could relatively be customized highly.

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