文档介绍：高级综合商务英语1-Unit-7-Mass-customization-彭青龙
Lead-in
Text A: BMW Drives Germany
Text B: How Mass Customization Is Changing Our World
Lead-in
Case Study
MyMuesli, the manufacturer of cereal food, enables the users to customize a food product through online interaction.
Q1. What is “customization”? Do you like MyMuesli’s customizing its cereal food? Why or why not?
However, the company neglected robust processes of mass customization. Whenever a report on customers’ favor was published, the manufacturing capacity was insufficient. For lack of human labor mixing muesli from about 65 different categories of options by hand, the company had to turn down prospective customers by setting a daily order limit.
Q2: Is there any solution to this problem?
Q3: What lessons of potential risks of customization can be learnt from this case?
Q4: In your opinion, what products are more suitable for mass customization?
Text A BMW Drives Germany
Structural Analysis
Para.
Main Topics
Para. 1-4
BMW’s mass customization used as a marketing device and an effective means of injecting flexibility into BMW.
Para. 5-8
BMW symbolic of German economy
Para. 9-11
BMW’s highly automated Leipzig plant conducive to mass customization
Para. 12-18
BMW’s attempt to handle the key issues of mass customization: workforce flexibility, production capacity expansion, product-line expansion.