Explain the possible benefits of mass customisation to a computer manufacturer.

Mark scheme

Marking points from the official mark scheme (May/June 2017). The mark or mark type is shown in brackets.

1. [4-5] Effective explanation of mass customisation and possible benefits to a computer manufacturer.
2. [2-3] Limited explanation of mass customisation and possible benefits.
3. [1] Limited understanding of mass customisation or explanation of only either mass production or customisation.
4. [0] No creditable content.
5. Mass customisation is a production process where there is a flow production of products with many standardised components but with flexible equipment – often computer controlled that allows for variations in the product – the production process is supported by a flexible and multi-skilled workforce.
6. There are low unit costs due to the flow production but also a flexibility to meet customers' individual requirements.
7. A business using mass customisation can produce a variety of products and use a focused or differentiated marketing approach and achieve higher added value.
8. A computer manufacturer can, using mass customisation, make a customised computer to meet customer specific needs in just a few hours. By changing just a few of the key components of computer production - and keeping the rest standard, low unit costs are achieved with greater product choice.
9. The technology of mass customisation gives a computer manufacturer the advantages of high volumes combined with the ability to make slightly different products for different markets.