Customization of standardized products and services

The purpose of any market-oriented company is to create satisfied and loyal customers. To meet the challenges, the company applied strategies of mass customization. These strategies allow identifying and meeting the needs and wants of individual consumers, without sacrificing the efficiency, effectiveness and low costs of mass production. Today, they are possible in industries with flexible production and service processes. The paper points to the fact that the standardized product, which are produced in large quantities can customize, and how this can be accomplished.