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Conference paper

Framework for developing product strategy for Configure-To-Order products

In Proceedings of 6th International Conference on Mass Customization and Personalization in Central Europe (mcp-ce 2014) — 2014

By Myrodia, Anna1,2; Hvam, Lars1,2

From

Department of Management Engineering, Technical University of Denmark1

Management Science, Department of Management Engineering, Technical University of Denmark2

Companies producing customized products tend to increase the variety of their product portfolio, in order to fulfill the demand of their customers and align with the competitors. Nevertheless the profitability of the product families may vary greatly. The purpose of this paper is to analyze profitability of Configure-To-Order (CTO) products.

The framework consists of a 4-step model: Analysis of product assortment, Profitability analysis on configured products, Market and Competitors analysis, Scenarios for future product assortment. The suggested framework is tested on a company. The results in terms of product delimitation and experiences gained from the case study are further discussed.

Language: English
Publisher: University of Novi Sad
Year: 2014
Proceedings: 6th International Conference on Mass Customization and Personalization in Central Europe
Types: Conference paper
ORCIDs: Myrodia, Anna and Hvam, Lars
Keywords

CTO products Product variety Profitability analysis

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Analysis