Die Erfolgspotentiale der Mass Customization. Eine Analyse am Beispiel der Automobilindustrie
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Bachelorarbeit aus dem Jahr 2017 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 2,3, FOM Hochschule für Oekonomie & Management Essen, Standort Duisburg, Sprache: Deutsch, Abstract: "Sie können einen Ford in jeder Farbe haben - Hauptsache er ist schwarz." Nach dieser Maxime schaffte es Henry Ford Anfang der 20er Jahre des letzten Jahrhunderts mit Hilfe der Massenproduktion und der Flie bandarbeit, das Automobil für einen Gro teil der Bevölkerung bezahlbar zu machen. Die Produktionszeit wurde um ca. 90 Prozent reduziert und der Verkaufspreis verringerte sich - beim Modell T zum Beispiel um circa 40 Prozent. In den letzten Jahrzehnten lässt sich ein deutlicher Trend zur zunehmenden Individualisierung der Nachfrage erkennen. Dies liegt vor allem am steigenden Wohlstand und dem damit einhergehenden Qualitäts- und Funktionalitätsbewusstsein der Konsumenten. Darüber hinaus haben sich viele Verkäufermärkte zu Käufermärkten mit ausgeprägter Verhandlungsmacht auf Seiten der Abnehmer entwickelt. Die Käufer stellen nicht nur hohe Ansprüche an die Individualität der Produkte, sondern auch Mindestanforderungen an die Preisgestaltung der Unternehmen. Aufgrund der veränderten Marktbedingungen mussten sich die Unternehmen neu ausrichten und sich mit neuen Konzepten von der Konkurrenz differenzieren. An dieser Stelle trat das Konzept der Mass Customization in den Fokus vieler Unternehmen. Entgegen den bis dato bekannten generischen Wettbewerbsstrategien nach Michael Porter verbindet das Konzept der Mass Customization sowohl den Ansatz der Kostenführerschaft als auch den der Differenzierungsstrategie.
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