Mass customization method and an implementation

In today?s world, technological developments, fast changing environments in information and telecommunication technology, decreasing time period for products to reach maturity, shortening product development and product life cycles, economic crisis and uncertainty, globalization and fast changing environment in consumers? needs and wants take firms from homogenous markets to heterogeneous markets. Also, conditions of competition change, due to these factors. In such a severe competition, firms have to produce the exact needs and wants of consumers at a cost near to economies of scale, in order to survive. In these circumstances, application of mass customization method and taking cost advantages of mass production and market advantages of customized production seems as a good way out for firms. Mass customization method starts with customers involving in design process continues with production process by using modular products with the aim of minimizing costs and using information technology to manage the flow of information in order to deliver customized products on time at minimum cost. This method enables firms to fast respond to customer needs, increased use of shared components to minimize costs also enables fast delivery by the help of information systems. At this study, mass customization method will be introduced with its definitions, strategies, advantages and disadvantages, critical success factors. To understand the method clearly, an implementation of mass customization through using modular product architecture and outsourcing modules at Akon Hidrolik (a hydraulic valve manufacturer located in İzmir) will be discussed.