Aligning external varieties to internal varieties for market solutions

Product customisation is an essential requirement for manufacturing firms to achieve higher customers' satisfaction and fulfil business target. To achieve these objectives, firms need to handle both external and internal varieties successfully. Both the varieties are needed to be integrated for the purpose of developing customised product. Integration among these varieties for a case company is displayed and discussed with the help of Domain Mapping Matrix (DMM) tool. Various customisation strategies such as modular design, commonality among modules and platform-based product development are elaborated and discussed critically. This paper is concluded with several managerial implications and future research direction.