Lead-in Text A: BMW Drives Germany Text B: How Mass Customization Is Changing Our World 第一页 Lead-in 第二页 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? 第三页 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? 第四页 Q3: What lessons of potential risks of customization can be learnt from this case? 第五页 Q4: In your opinion, what products are more suitable for mass customization? 第六页 Text A BMW Drives Germany 第七页 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 第八页 Para. 12-18 BMW’s attempt to handle the key issues of mass customization: workforce flexibility, production capacity expansion, product-line expansion. 第九页 Part I Questions about Part I Q1. What’s the main idea of Part I (Para. 1-4)? BMW used mass customization to promote its sales as a handy marketing device and to inject flexibility into almost every aspect of the company, particularly, manifested by its ability to cater for fickle customer desires and its rhythm of work. 第十页