Framework for developing product strategy for Configure-To-Order products

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Companies producing customized products tend to increase the variety of their product portfolio, in order to fulfill the demand of their customers and align with the competitors. Nevertheless the profitability of the product families may vary greatly. The purpose of this paper is to analyze profitability of Configure-To-Order (CTO) products. The framework consists of a 4-step model: Analysis of product assortment, Profitability analysis on configured products, Market and Competitors analysis, Scenarios for future product assortment. The suggested framework is tested on a company. The results in terms of product delimitation and experiences gained from the case study are further discussed.
Original languageEnglish
Title of host publicationProceedings of 6th International Conference on Mass Customization and Personalization in Central Europe (MCP-CE 2014)
Number of pages11
PublisherUniversity of Novi Sad
Publication date2014
Publication statusPublished - 2014
Event6th International Conference on Mass Customization and Personalization in Central Europe - Novi Sad, Serbia
Duration: 23 Sep 201426 Sep 2014
Conference number: 6
http://www.mcp-ce.org/

Conference

Conference6th International Conference on Mass Customization and Personalization in Central Europe
Number6
CountrySerbia
CityNovi Sad
Period23/09/201426/09/2014
Internet address

    Research areas

  • CTO products, Product variety, Profitability analysis
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