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Mass Customization als innovativer Ansatz in der Produktpolitik

Mass Customization als innovativer Ansatz in der Produktpolitik

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, Fachhochschule Erfurt, Sprache: Deutsch, Abstract: 1 Einleitung Exakt 16.741.604.880 verschiedene Tafeln Schokolade, die mit einer Produktionskapazität von bis zu 4000 Stück pro Tag hergestellt werden können, bietet das Berliner Unternehmen Chocri in ihrem Onlineshop an. Bei diesen Zahlen denkt man gleich an riesige Produktions- und Lagerhallen in denen Schokolade massenhaft gefertigt wird. Aber genau das Gegenteil ist hier der Fall. Jede Tafel ist reine Handarbeit und wird speziell nach den Kundenwünschen produziert. Mass Customization ist die Bezeichnung für das Geschäftskonzept des Berliner Start Up Unternehmens, welches mit dem Slogan "Individuelle Schokolade ganz nach deinem Geschmack" die Kunden animiert sich im Onlineshop eine Schokolade mit ausgefallenen Zutaten zu kreieren. Diesen Trend zur Individualisierung haben mittlerweile immer mehr Unternehmen erkannt und bieten personalisierte, kundenspezifische Produkte und Leistungen an. Die Möglichkeiten des Mass Customization Konzeptes sind scheinbar unbegrenzt, und man findet in nahezu allen Branchen Beispiele für kundenspezifische Produktion. Begonnen wird der Tag mit einer Tasse individuellen Kaffee von "mybeans" und einem Müsli von "mymuesli", selbstverständlich ist das Geschirr mit Bildern der Kinder und der letzten Urlaubsreise bedruckt. Die Kleidung ist ebenfalls ein Einzelstück von "spreadshirt" und das Auto mit dem man zur Arbeit fährt ist mit zahlreichen Extras nach Wunsch ausgestattet. Im Büro angekommen, kommt dann der PC von "Dell" mit der firmenspezifischen Software zum Einsatz, während man sich mit den Kollegen noch eine Tafel Schokolade mit ausgefallenen Zutaten wie Ingwer und Schnittlauchröllchen von "Chocri" teilt. Auch die Teemischung von "allmytea" am Nachmittag wurde selber kreiert und das Abendessen wird einmalig durch Brot von "meinebackstube" und Wu


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Product Details
  • ISBN-13: 9783640850440
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3640850440
  • Publisher Date: 04 Mar 2011
  • Height: 216 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 50 gr


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Mass Customization als innovativer Ansatz in der Produktpolitik
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