RESEARCH ON THE JAPANESE QUALITY MANAGEMENT SYSTEM KAIZEN AS PART OF THE MARKETING STRATEGY, USING THE EXAMPLE OF ISUZU-ATAMAN UKRAINE

Abstract

This article conducts an in-depth examination of the Kaizen quality management system within the context of Japanese companies, considering it as a key component of marketing strategy. The analysis of the impact of this system, using the example of PJSC "ISUZU-ATAMAN UKRAINE," reveals a broad spectrum of possibilities for improving product quality and competitiveness for companies. Another successful implementation of Kaizen, illustrated by Anadolu Isuzu Automotive Industry and Trade Inc from Turkey, is also explored. Their experience becomes the subject of analysis, allowing the identification of key aspects contributing to the company's success through the Kaizen system. The article meticulously examines the principles and methods of implementing the Kaizen system within "ISUZU-ATAMAN UKRAINE," emphasizing its positive influence on improving production processes and enhancing customer satisfaction. Scientific data in the article is complemented by research results from leading consulting groups such as Kaizen Institute Consulting Group, BCG, and McKinsey, providing readers with a comprehensive overview of the global implementation of the Kaizen system. The analysis of these data in the global context underscores the wide-reaching impact of Kaizen implementation on enterprises across different countries and industries. A review and assessment of Kaizen's influence on optimizing production processes, increasing customer satisfaction, and strengthening market positions are conducted. The research aims to identify the positive impact of Kaizen implementation on the strategic planning and effectiveness of marketing initiatives for "ISUZU-ATAMAN UKRAINE." The concluding part of the article focuses on the importance of integrating the Kaizen system as part of the marketing strategy for the company. The research identifies the positive impact of Kaizen on strategic planning and the effectiveness of marketing initiatives. These findings serve as a significant contribution to strategic planning and the efficiency of marketing initiatives for the company, serving as an example for other enterprises aspiring to achieve competitive advantages through quality improvement and optimal use of marketing resources.