Mass customization

Mass customization: mass customization is the process of modifying ones products according to the specifications of a customer. Where mass marketing lies at one extreme, mass customization lies at the very opposite end. Mass marketing is when the same product is sold to many customers with no modification. With the times changing, one single product category is not enough to cater to all the needs of the market. Hence products with variations are marketed. Mass customization would be the same product manufactured and sold exactly as per the customer’s requirements.

McFarlan’s strategic grid is a tool used to assess the strategic direction that a firm’s IT resources ought to take. It gives an illustrated view of how these resources are faring currently and how they will be contributing to the firm’s strategy in the future. The grid, as its name implies, contains four sections or quadrants. These are labelled as follows: Support: IT application has little or no strategic benefit to the firm and performs a normal function in supporting activities