Implementation of Mass Customization Tools in Small and Medium Enterprises

Abstract

With the increasing competition in the global market, the manufacturing industry has been facing the challenge of increasing customer value. Mass Customization is the result of a more self-aware type of customer who demands more choice and more involvement. Small and medium enterprices, through their flexibility advantages and closeness to customers, potentially can increase their sales volume in economic downtourns. Small and medium enterprises competitiveness is based more on working closely with customer to produce fully customized products. This paper gives an overview of the mass customization concept, as well as explanation of the implementation of some aspects of mass customization strategy by a furniture producer from Macedonia.