Customization

Résumé du document

The leader in the customization field is the Dell Computer Company because their products are only sold on the Internet, the consumer can choose all the components of his dreams. For example the model, the memory, software, graphic card, the size of the screen in order to adapt the product to his needs. Another example is Toyota. Buyers can choose their car, the colour and materials of seats, the options (air conditioned, GPS, airbags, security, a better radio car) and the car is delivered only in 5 days. The banks have understood the need to customize their offer in order to respond to customers. As Philip Kotler said , "the bank would be able to identify all the services used by a consumer, the profit or loss and these services and the potentially profitable services which maybe proposed to that consumer'. To deal with the problem, we have made three parts, the role of digitization in the development of customization. Can we customize all the products? Is it really interesting to customize products for all companies? Is customization an answer to a new need? Is customization a real way to consume or a fashion trend?

Extraits

[...] Can we customize all the products? Is it really interesting to customize products for all companies? Is customization an answer to a new need? III. Is customization a real way to consume or a fashion trend? CONCLUSION BIBLIOGRAPHY ANNEXES Introduction The leader in customization field is Dell Computer Company because these products are only sold on the Internet: the consumer can choose all the components of his dreams. For example the model, the memory, software, graphic card, the size of the screen in order to adapt the product to his needs. [...]

[...] But firms would have to decrease the price of this service if they want developed it. The perfect example of customization held by digitization: These credit cards were personalized with pictures the consumer loves and wants to see everyday. These pictures were picked up thanks to digitization and put on this product of mass consumption. Can we customize all the products? Is it really interesting to customize products for all companies? Is customization an answer to a new need? Greek philosophies show very quickly the paradox of the identity. [...]

[...] Moreover we use these words to present our identity to other people: for example, I'm a man, French, young, ESC student, sportsmen, and I do not like groups. But, when I have defined myself, I am always in a group: even when I have said that I do not like groups, because that is to say I am in the group of people who do not enjoy groups! - Secondly, we need a differentiation about our anterior identity. For instance, teenagers need (generally speaking) to differentiate themselves from their family. In that way, people who are part of a group show, as they want, their differences. [...]

[...] The new paradigm of mass customisation as a Dynamic system feedback loop[12] To generalise and to conclude, ostentatious products, and those that reflect our personality or which are part of our identity, can be personalized. This way of customisation is reasonable for companies. But we could think it is dangerous to try to sell basic products which would be personalize because in our current economy, people intend to reduce their expenditure on basic products in order to buy others of quality (or why not personalized products?). Is customization a real way to consume or a fashion trend? [...]

[...] SOCIAL NEEDS DIVIDED IN TWO PARTS: Theory now better established, we can correctly deal with the link between globalisation and the need of customization. Indeed, considering all what we said, globalisation has a bad effect on human desires because it makes humans equal and goes on the contrary way of the human need to differentiate themselves from each others. Nowadays, for example, almost everybody is looking for their clothes in the same shops (Zara, Mango, CELIO, and JULES). Indeed, in France and United Kingdom, integrate distribution represents 80% of the market[10]. This trend is also increasing quickly in East of Europe. [...]