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Business & Marketing
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Topic:

ESSAY AND DISCUSSION ON MASS CUSTOMIZATION. Business & Marketing Essay

Essay Instructions:

OPTION A: CUSTOMIZE A PRODUCT
Below is a list of websites where you can purchase a customized product.
ο‚· “Build and price your own BMW” -- You can build your own car at
https://www(dot)bmwusa(dot)com/byo.html#!/
ο‚· “Customize a bag”-- You can choose the design of your own bag at http://www(dot)timbuk2(dot)com/customizer
Write an essay about one of the companies from this list or another company that sells configured/customized goods online. You will start with visiting the web site of the company. In your essay, you should answer the following questions:
1. Which company’s web site did you visit? Provide the URL.
2. Choose one line of product (e.g. 2 Series Coupe model at BMW or messenger bags at Timbuk2).
3. Explain how you configure your own product? What types of choices do you have? Be specific. Answer these questions by explaining the customization process step by step.
4. Tell us how satisfied you were with the customization experience. If you were dissatisfied, what factors (e.g. design of the web page and ease of navigation, limited options for customization) contributed to your dissatisfaction?
5. How important is customization for the company? Can you describe the company’s business strategy and how mass customization fits this strategy?

Essay Sample Content Preview:

Mass Customization
Author’s Name
Institutional Affiliation
Mass Customization
Introduction
1 Company Website Visited
TIMBUK 2 /pages/customizer
Timbuk2 is a San-Francisco based firm that manufactures and customizes bags. The company was founded in 1989 and operates on the model of just-in-time production (Mainwaring, 2019).
2 Product Line
Messenger bags at Timbuk2 are designed to provide comfort and convenience to the customers. They are offered with adjustable cross-body straps which makes the bag easy to carry along with quick-release buckle. It comes with a big main compartment and several pockets which make the user more organized in managing their stuff. The product comes with a lifetime warranty. They have the best weather resistant qualities with exclusive features such as a waterproof laptop compartment. Messenger bags have dual side stretch pockets to store various things (Timbuk2, 2019). The company promotes the concept of no wet laptops to market its product. Another special feature of messenger bags is its bomb-proof fabric to save your things from any possible damage. The fabric used in manufacturing the bag is strong and durable.
3 Customization Process
Timbuk2 offers its customers to configure their own product so that their needs can be fulfilled. Product configuration offers various options to the buyers. They can select the type of bag from a varied range of bags which are designed in different shapes, sizes, colours and purpose. The customization process explained by (Timbuk2, 2019) is as below:
3.1Choose your Bag
The company offers a range of products which include its iconic bags. They are built for a variety of purposes including travel bags, backpacks, messenger bags, work bags, men or women bags. The first step is the selection of style and deciding on branding options from several choices.
3.2Pick your Colours and Fabrics
The next step of the customization process is making a choice regarding colour and fabric. Mess...
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