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Essay / Research Paper Abstract
This 5 page paper considers how mass customization is being used by Nike and their iD brand. The writer consider this model, how it operates as well as the advantages and disadvantages that Nike may feel as a result of adopting this strategy. The bibliography cites 5 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEnikemc.rtf
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Unformatted sample text from the term paper:
facilitation of mass customisation. Initially seen in items such as cars, where different internal and external colour combinations, with fabric and wheel trim choices, the mass customisation market has now
speed, with companies such as Nike seeing the potential mass customisation may offer. This can be seen as the ultimate form of differentiation, with an ability to design the trainer
the customer will buy, however, just as this may be seen to offer Nike many opportunities, it is also an issue over which there is little empirical evidence. Nike
started the idea of mass customisation on the web site for the US. Here there was a limited option to design trainers using set components, choosing the soles, uppers, colours,
trim, and even the ability to place a name on the finished product (Wall Street Journal, 1999). The price of customisation was also low, costing only a $10 premium on
the cost of the standard trainers, but taking four weeks to deliver (Wall Street Journal, 1999). This gave Nike an advantage over their rivals Reebok. The model appear to be
popular, as this spread not only to Nike in Europe, including the UK, but also other types of goods and their manufacturers (Evans, 2001). However the model was not new,
and had helped companies such as Timbuk2 increase sales on average 51% per annum every since 1989, in this case it was customised bags (Pont, 2001). If we look at
Nike in the UK the system has now been made available though the Nike internet site. Here the site started with a choice of two main styles under the brand
of Nike iD. These could then be customised with different soles and uppers. However, this range has now been increased to seven (Nike, 2002). The range is within the same
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