The role of marketing in new product planning

The relevance of this study is due to the need to improve the efficiency of production processes in the face of fierce competition, unstable economic environment and increasing pressure to reduce costs. Modern companies face a challenge: how to simultaneously ensure high product quality, reduce costs and remain flexible in changing market conditions. One of the most effective solutions to these problems is the implementation of lean manufacturing techniques. The paper considers the production strategy of Toyota as an example of successful integration of Lean Manufacturing tools: Just-in-Time, 5S, Kaizen and Kanban. The study is aimed at analyzing the possibilities of adapting these methods to Russian conditions. The key principles of the lean approach are identified, allowing to optimize resources, improve quality and reduce costs. Practical recommendations are developed for the implementation of lean technologies in the production strategy, which helps to strengthen the company's competitive position in the market.