January 2023
Intermediate to advanced
250 pages
11h 7m
English
Content preview from Logistics and Supply Chain Management, 6th Edition
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The personalised supply chain
Over the last 100 or so years there has been an evolution from a focus on the ‘mass market’ via the concept of ‘segmented markets’ to the idea of ‘markets of one’. Under the mass market philosophy – typified in the example of Henry Ford I’s original strategy – all customers were treated the same. Standard products were sold through a conventional channel to a large number of homogenous customers. The principle of market segmentation, as we have noted, grouped customers into groups according to shared characteristics. These segments are served in different ways with differentiated offers. The emerging idea of the market of one is that individual customers are provided with solutions tailored to their needs – be it ...
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