The National Bicycle Industry Company Essay Example | Topics and Well Written Essays - 2750 words

The National Bicycle Industry Company - Essay Example The mass-customization strategy was first conceived by the company’s managing director. He felt that if women could custom order their clothes, why couldn’t bicycles be produced in the same way. This idea came at a time when the bicycle industry was seeing very sluggish sales, and the price that a customer was willing to pay for a bicycle was dropping. Even senior members of the company felt that implementing the idea would be a risk. Thus, this idea was brought out and implemented amidst a lot of skepticism of whether the idea would work in the first place. However, the company’s Managing Director went ahead with the idea of implementing the idea of mass-customization. This was because he wanted to increase the standard of high value added products manufactured by the company. In order to implement this, he wanted the company to produce bicycles which catered to the needs and likings of the customer.