Time to ROAM : segmenting markets by lead-time to support mass customization /
This case highlights the capacity dilemma facing any mass-customization manufacturer: How can it offer rapid fulfillment on made-to-order products at a competitive cost? Situated at the intersection of operations and marketing, the case describes ROAM, a startup luggage company that offers customize...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
NeilsonJournals Publishing,
2020.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | This case highlights the capacity dilemma facing any mass-customization manufacturer: How can it offer rapid fulfillment on made-to-order products at a competitive cost? Situated at the intersection of operations and marketing, the case describes ROAM, a startup luggage company that offers customized suitcases delivered within a few days. To manage costs, ROAM must utilize factory time and human resources efficiently. However, demand is unpredictable. On the factory floor, employees often face feast or famine: they either scramble to process a backlog or sit idle waiting for orders. To smooth production and increase efficiency, ROAM CEO Larry Lein wants to supplement the current base of time-sensitive customers with a new market segment: time-insensitive customers. These new customers would get a discount for waiting longer to receive their custom suitcases. In this scenario, the factory manager could prioritize time-sensitive orders first and then fill in the production schedule with the discounted time-insensitive orders. In the case, Larry Lein asks his director of marketing to increase orders by identifying time-insensitive customers from an entirely new market segment. |
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| Item Description: | Originally Published InCattani, D., & Cattani, K. (2020). Time to ROAM: Segmenting Markets by Lead-Time to Support Mass Customization: A case study. Operations Management Education Review, 13(1), 5-28. OMER14-0CS1. |
| Physical Description: | 1 online resource : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529793314 1529793319 |