Problem:
Dell Computers is known for revolutionizing the personal computer market using mass customization. This company can turn out a huge volume of computers while still having a variety of options for customers to choose from.
Assume that you are the operations manager at Dell Computers. You have just received notification that Dell will ship premade computers to larger electronics retailers, such as Best Buy. There will be four standard models to be sold in this new venture. This will cause a shift in your process strategy.
What type of strategy will you use to meet this demand? What impact will this strategy have on the production line? What are some of the advantages and disadvantages of making this shift?