1. the Process Employed at Vw Is Referred to as “Mass Customization.�? from the Standpoint of the Consumer, What Does This Means and What Are the Pros and Cons of Such a Manufacturing Model? Essay Example

1. The process employed at VW is referred to as “mass customization.” From the standpoint of the consumer, what does this means and what are the pros and cons of such a manufacturing model?

|Mass Customization |Pros |Cons |
|Ability to customize a car |Customized options tailored to wants/needs |Pay for each additional option |
|without surprise prices | | |
|Can have a car made to meet their specific |Alternative to buying off the shelf |Pay for destination charge |
|needs | | |
|Control over specifications of the car |Pick dealer’s lot |More expensive than buying a car that |
| | |matches closely to selections |
|Car is built to order |Opportunity to view the |Car may not be exactly what the customer |
| |potential model |thought |

2. What is the operations-level role of information technology in selling and crafting VW automobiles? (Hint: Try to describe the flow of information starting with the customer, and including all points where information is collected and communicated to VW business applications (e.g. manufacturing and supply chain information systems).

[pic]

3. What are the benefits and the risks to VW of offering customize vehicles? (Hint: Consider the impact of the Web offering on VW sales, customer retention, and the building of an enthusiastic consumer culture for VW products).