Explain why mass customisation might be used by businesses.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2018). The mark or mark type is shown in brackets.

1. [5] Mass customisation is a company's ability to efficiently mass produce products that meet individual consumer wants and needs.
2. [5] Examples may include functional and aesthetic features of computers, cars, clothing, M&Ms, trainers, cards, chocolates, a flower bouquet for a special occasion etc.
3. [5] High customer satisfaction as they are getting exactly what they want which leads to improved company reputation and sales.
4. [5] Reduced costs of inventories of unsold goods and raw materials.
5. [5] Higher profit expected if customer demand and satisfaction is high.
6. [5] High level of added value and therefore premium price can be charged.
7. [5] High level of involvement of consumer in design / production process.
8. [5] Customised products more attractive to consumers than uniform products.
9. [5] Companies can develop strong relationships with their customers and this loyalty leads to return business time and again.
10. [5] Workforce is more fulfilled as they take part in numerous tasks as opposed to one production line responsibility.