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Mass Customization

Rohit Kapoor 

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Coverage

• 26-08-2015

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Introduction

• upp!" chain integration and optimization

 #  $ecessar" %ut not su&&icient

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upp!" Chain Mapping' ()isting

*osition• hape o& the va!ue-addition curve

• *oint o& di&&erentiation

• Customer entr" point in the supp!" chain

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Restructuring

• +!tering the C

 # +t !east 1 o& the , dimensions

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a!ue +ddition Curve

• .racing %ac/

 # oods or services are de!ivered to the end

customer 

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Customer (ntr" *oint in the C

• .o situations

 # u!/ o& activities done %e&ore the customer

entr"

 # ice-versa

 # Ro!e o& &orecasting3

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*oint o& 4i&&erentiation

• arment

 # a%ric d"eing and stitching stage

• .ooth paste

 # *ac/aging

• +utomo%i!e

 # *ainting

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ome Ideas on *oint o&

4i&&erentiation• e&ore point o& di&&erentiation

 #  orecasting• n aggregate !eve!

 #  .ons o& tooth paste7 num%er o& cars7 num%er o& garments

• +&ter point o& di&&erentiation #  orecasting

• ariant !eve!

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Idea!!"

• *oint o& di&&erentiation3

 # *ostpone

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Idea!!"

• Customer order point3

 # +dvance

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Idea!!"

• hape o& the va!ue addition curve3

 # +!ter 

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Impact o& upp!" Chain

Integration9ptimization

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*ostpone the *oint o&

4i&&erentiation• *ostponement case studies

 # :e!ett-*ac/ard

 # +sian *aints

 # enetton

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I!!ustrative Case tudies

• 4e!! Computers

•  $ationa! *anasonic ic"c!e

• 4a!mia Cements

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4ecoup!ing Inventor"

• +n inventor" that permits

 # 4onstream portions o& the supp!" chain

• .o operate independent!" &rom the upstream portion

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Restructure *!acement o&

Inventor" in the Chain

• + manu&acturing &irm ith a supp!" chainconsisting o& 1 p!ant and , distri%ution

centers hich cater to , mar/ets;

•

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I!!ustration Contd;

• In each mar/et7 ee/!" demand &o!!os a norma!distri%ution ith a mean e=ua! to ,00 and a standarddeviation o& 100;

• iven competitive d"namics7 the &irm ants to o&&erver" short !ead times to customers and has to /eepstoc/ at each o& the , distri%ution centers;

• +s a management po!ic" the &irm or/s ith >8?c"c!e service !eve! at each stoc/ point;

• .he &irm has to decide hether to /eep the stoc/ point at the end o& sourcing and manu&acturing;

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ptions

• @07 07 1A

 #  $o decoup!ing points

• @07 17 1A #  ne decoup!ing point at the end o& manu&acturing

• @17 07 1A

 #  ne decoup!ing point at the end o& sourcing

• @17 17 1A

 #  .o decoup!ing points

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+na!"sis• *ipe!ine Inventor"

 # 

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urther

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a&et" toc/ Comparison &or

our ptions