Everything you need to know about MTO (made-to-order)

Made-to-order (MTO) is a specialized production approach in which companies create products only after receiving specific orders from customers. This method contrasts with traditional mass production, where manufacturers make items in bulk without direct consumer input. In this article, we will explore how MTO functions, its numerous benefits—such as enhanced customization and reduced inventory costs—and the various industries that commonly implement it, including fashion and technology .Understanding MTO is essential for businesses aiming to meet unique customer needs effectively.

What is made-to-order?

Made-to-order (MTO) is a strategic approach that companies employ to produce products only after a customer has placed a specific order. Rather than manufacturing large quantities of items and hoping they will sell, businesses that utilize MTO wait until they receive an actual order before commencing production. This method is particularly popular in industries that highly value customization, such as automotive and aerospace manufacturing. It allows customers to receive products tailored to their individual preferences and requirements, ensuring greater satisfaction and engagement.

Understanding MTO

With Made-to-Order, everything is made based on what the customer wants. For example, if you order a special toy, the company will start making it only after you tell them exactly what you want. This way, there’s no waste because they only make what is needed. Industries that make special items, like custom cars or planes, often use this method. It helps them ensure that everything they make is just right for the person who ordered it.

By using the Made-to-Order method, companies ensure they create products that people really want. This makes customers happy because they get exactly what they asked for, and it helps companies because they don’t waste materials on things that nobody wants.

Made-to-order is also called mass customization, highlighting its ability to cater to individual customer needs on a large scale.

How does MTO work?

This method is known as pull-through production or a pull-type supply chain because manufacturers make products only when customers express definite demand.Companies especially commonly use this approach in industries where they produce each item to meet specific customer needs, usually in small quantities, such as building planes or boats, making cars, or constructing buildings

MTO is perfect for products that must be very specifically tailored, like computer servers, cars, or bicycles. It’s also a good strategy for items that are costly to store as inventory because it avoids the need to keep a lot of products on hand that might not sell.

The steps of the MTO process

Here are the main steps companies follow to make products exactly how customers want them.

Step 1: Order placement

The customer places an order, and the company generates a bill of sale.

Step 2: Work order creation

Once the order is confirmed, the company creates a work order to start the manufacturing process.

Step 3: Manufacturing the product

The product is then manufactured according to the customer’s specifications.

Step 4: Delivery

Once the product is ready, it is delivered, and the customer receives their customized order.

The pros and cons of made-to-order strategy

Here are the advantages and disadvantages of using the MTO strategy to customize products.

Advantages of MTO:

Customization

Made-to-order (MTO) is a strategy where companies produce items only after receiving a customer’s order. Popular in industries like automotive and aerospace, MTO ensures products are tailored to specific requirements. This customization boosts customer satisfaction and loyalty by delivering exactly what they need, enhancing the overall experience.

Reduced overstock

Made-to-order (MTO) is a strategy where companies produce items only after receiving a customer’s order. Industries like automotive and aerospace widely use MTO to tailor products to specific requirements. Since manufacturers make products on demand, they avoid excess inventory, which prevents the need for discounts and reduces potential losses

Less waste

Made-to-order (MTO) is a strategy where companies produce items only after receiving a customer’s order. Popular in industries like automotive and aerospace, MTO ensures products are tailored to specific requirements. This approach minimizes unsold goods, reduces waste, and supports more sustainable business practices, while preventing excess inventory losses.

Full price sales

Made-to-order (MTO) is a strategy where companies produce items only after receiving a customer’s order. Popular in industries like automotive and aerospace, MTO minimizes unsold goods, reduces waste, and supports sustainable practices. Companies can sell at full price, avoiding discounts to clear stock, thus improving profit margins.

Disadvantages of MTO:

Longer wait times

Companies produce items only after a customer orders, a strategy common in industries like automotive and aerospace. This approach reduces waste, supports sustainable practices, and improves profit margins by avoiding excess inventory. However, customers may face longer wait times compared to off-the-shelf products due to customization.

Higher prices

Companies produce items only after a customer orders, common in industries like automotive and aerospace. This approach reduces waste and improves profit margins but may involve longer wait times. Customization can also increase costs due to unique parts and finishes, which often results in higher prices for consumers.

Limited economies of scale

Companies produce items only after a customer orders, common in industries like automotive and aerospace. This reduces waste and boosts profit margins, though customization may lead to longer wait times and higher costs for consumers. Unlike mass production, MTO benefits less from economies of scale, raising production costs.

MTO vs. MTS vs ATO – Comparing different production strategies

Each of these strategies offers trade-offs between customization, efficiency, speed of delivery, and cost, making them suitable for different operational contexts and market conditions.

What is made-to-stock (MTS)?

MTS is geared towards producing items before they are ordered. This strategy relies heavily on accurate demand forecasting to determine how many units to produce, aiming to have products readily available when customers decide to purchase.

However, depending on the accuracy of demand predictions, this can lead to challenges such as overproduction or shortages. Excess inventory might become obsolete, especially in fast-paced industries like technology, leading to financial losses and wasted resources.

What is assemble-to-order (ATO)?

ATO is a hybrid model that combines elements of both MTS and MTO. It involves keeping basic components in stock and then quickly assembling them into finished products based on specific orders.

This strategy allows for some level of customization with faster delivery times compared to MTO. While it reduces some of the inventory risks associated with MTS, it still requires careful management of component stocks, which can be costly.

Comparison between MTS, MTO, & ATO

Feature	Make-to-stock (MTS)	Make-to-order (MTO)	Assemble-to-order (ATO)
Production timing	Products are manufactured in advance based on forecasted demand.	Production begins only after a customer places an order.	Basic parts are pre-manufactured; assembly begins after order.
Inventory management	High inventory levels to meet anticipated demand.	Minimal inventory; reduces overproduction and storage costs.	Moderate inventory levels of basic components.
Customization level	Standardized products.	High customization to meet specific customer requirements.	Limited customization based on available components.
Cost efficiency	Economies of scale are possible due to bulk production.	Higher costs due to customized production.	Lower assembly costs, but component storage costs apply.
Risk of obsolescence	High risk due to potential misalignment with market demand.	Low risk as products are made to current specifications.	Moderate risk depending on the shelf life of components.
Delivery speed	Fast delivery as products are already manufactured.	Slower delivery due to production lead time.	Faster than MTO but slower than MTS due to assembly time.
Suitability	Suitable for non-customizable, high-demand products.	Ideal for expensive, highly customized products.	Best for products where some degree of customization is needed, but faster delivery is also important.

Examples of MTO

Companies selectively employ the Make-to-Order (MTO) strategy, primarily in sectors where customization is crucial and product standardization is less viable. They typically do not use MTO for everyday items aimed at mass consumption due to the complexities and costs associated with tailor-made production processes.Instead, it finds its niche in several specialized industries where individual customer preferences and requirements are critical in production.

A well-known example of a company using the MTO strategy is Dell. Dell allows customers to order fully customized computers online. After placing an order, customers typically receive their custom-built computer in a few weeks. 

Common industries using the MTO strategy

Here are some industries that commonly use the made-to-order strategy to customize products based on customer needs:

Aircraft

Manufacturers often build each aircraft to meet specific airline requirements, including seating configurations and onboard amenities

Automotive

Car manufacturers offer customers the option to select various features, such as color, interior materials, and technological upgrades.

Construction

Construction projects widely use MTO, particularly for building homes that meet specific buyer preferences regarding layout, design, and materials.

Computers

Companies like Dell allow customers to specify components such as processor type, RAM size, and storage options.

Fashion

High-end fashion brands often tailor clothing and accessories to individual customer sizes and style preferences.

Furniture

Manufacturers can make custom furniture to order to fit the specific dimensions and aesthetic requirements of customers.

How to implement a made-to-order strategy?

Manufacturers produce items only after a customer places an order, which is a common approach in industries like automotive and aerospace This strategy reduces waste and increases profit margins, although customization may lead to longer wait times and higher costs. Unlike mass production, MTO benefits less from economies of scale. Adopting this strategy allows businesses to tailor products specifically to customer preferences, enhancing satisfaction and loyalty. Here’s how to effectively implement this strategy:

Step 1: Develop a clear marketing strategy:

Begin by crafting marketing initiatives that emphasize your product’s customization capabilities, enticing potential customers by showcasing the unique benefits they can receive.

Highlight customization

Promote your products’ customization capabilities.Use marketing materials that clearly demonstrate how you can tailor products to meet specific customer needs.

Provide examples

Show examples of past customization to give potential customers a clear idea of what they can expect. This could be through photo galleries, case studies, or customer testimonials.

Step 2: Optimize the order process

Streamline the ordering process to make it as easy as possible for customers to specify their requirements and place their orders.

Simplify ordering

Ensure that the order process is user-friendly, from product selection to customization options. Consider implementing an interactive online system where customers can visually customize their orders.

Train customer service

Equip your customer service team with the tools and training to efficiently handle queries and facilitate the order process.

Step 3: Enhance production flexibility

Adjust your production processes to accommodate a variety of customer specifications efficiently, ensuring that customization does not slow down manufacturing.

Adapt production lines

Modify production lines to accommodate customization. This may involve investing in flexible manufacturing systems that can easily switch between different product configurations.

Keep customers informed

Develop a system to update customers on the progress of their orders. This could be through automated emails, SMS updates, or a tracking page on your website.

Step 4: Ensure efficient delivery

Organize and optimize your delivery system to ensure that each custom product reaches the customer promptly and in perfect condition.

Plan logistics

Organize logistics to handle variable delivery schedules efficiently. This might involve partnerships with reliable shipping companies or investing in a logistics system that can adapt to changing demands.

Guarantee quality control

Implement stringent quality control checks before dispatch to ensure that the customized product meets all specifications and quality standards.

Step 5: Follow up post-delivery

After delivery, actively engage with customers to gather feedback and provide support, enhancing their satisfaction and fostering long-term loyalty.

Seek feedback

After delivery, contact customers to ask for feedback on the product and their overall experience. This can help you refine your MTO process and address any areas for improvement.

Offer support

Provide after-sales support to address any issues customers might encounter with the product. Ensure they have customer service access if they need modifications or repairs.

The bottom line

To sum up, make-to-order (MTO) is a way companies make things exactly how customers want them. It can cost a bit more and take longer, but it’s great for ensuring everyone gets what they need.

FAQ

What does MTO mean in business?

In business, MTO stands for “Make-to-Order.” It’s a method where companies produce products specifically for each customer, starting production only after receiving the order.

How does MTO benefit customers?

MTO benefits customers by giving them exactly what they want. They can choose specific features or designs, ensuring the final product meets their needs and preferences.

What industries commonly use MTO?

Industries that often use MTO include custom furniture, fashion design, and high-end electronics. These sectors value the ability to meet specific customer requests.

What is MTO in purchasing?

In purchasing, MTO refers to the practice of buying materials or products that companies create only after the customer places an order. This method helps reduce storage costs and waste.

Is MTO more expensive than other methods?

Yes, MTO can cost more than mass production methods because companies specially make each item, often involving more labor and sometimes pricier materials.