Abstract :
A mass customisation capability is developing at Raleigh Industries. This enables customers to buy a bicycle tailored to their own specification at a competitive price and have it delivered in 1-2 weeks. A range of business drivers are discussed which prompted the adoption of this emerging competitive strategy, and it is hoped that parallels can be drawn in other sectors. The report follows the evolution of the service and gives an overview of the order fulfilment process, together with indications of its future potential. It will be demonstrated that the elements of mass customisation are not new-it is an exciting opportunity for many companies that can be realised through the integration of best-practices
