Implementing Mass Customization in Bicycle Industry: A Case of a Taiwanese Firm

  • 林 佩瑜

Student thesis: Master's Thesis


Under intense competition in cycling industry it became more difficult for consumers to differentiate brands and products High inventory costs and product obsolescence gradually became a risk for companies with production being heavily relied on forecasting To create competitive advantages many high-end bicycle manufacturers begin to move from the paradigm of mass production toward mass customization which is a competitive strategy that enables firms to provide product variety and customization through flexibility and quick responsiveness However these companies are facing challenges of how to produce individual-tailored products in flexible and effective ways and how to differentiate themselves from competitors conducting the same approach In the research the current state of mass customization implementation in cycling industry is generalized by examining the modularization and postponement strategies of leading bicycle brands’ A Taiwanese bicycle manufacturer that adopts MC strategy is also assessed through industry benchmark The result shows that custom bicycle brands mostly emphasize individual-tailored frame scheme as well as multiple choices of component and majority of brands manufactured custom products by “final manufacturing to order/assembling to order” The strategies implemented by the Taiwanese firm do not show obviously differences between industry standards However due to the low brand awareness the research suggests several practical strategies for the firm to differentiate from competitors
Date of Award2016 Feb 15
Original languageEnglish
SupervisorShao-Chi Chang (Supervisor)

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