Enhancing customer satisfaction using Kaizen: a case study of Imperial Tobacco Company (ITC)

Roma Mitra Debnath

Journal of Advances in Management Research, 2019, vol. 16, issue 3, 277-293

Abstract: Purpose - With rising income and changing lifestyle, increased disposable income along with rapid urbanization is boosting the country’s biscuit market. The purpose of this paper is to represent the implementation of Kaizen in a biscuit-manufacturing unit of Imperial Tobacco Company (ITC). Although the concept of Kaizen is not a standard practice in India, the company chosen for the case study has a prominence in the Indian market. Design/methodology/approach - The methodologies that have been applied to implement Kaizen in the ITC are discussed. Why-Why techniques, fishbone diagram, failure modes and effects analysis, ABC analysis have been used to study cause and effects. Findings - It was found that the yield was increased from 88.3 to 92.2 percent, which was a significant change, as far as the product line is concerned. The product complaints were reduced to zero with an added increased product quality rating system to 98.2 from the existing rating of 96.7. The product consistency was also improved as an application of Lean in the manufacturing process. Research limitations/implications - This case study is restricted to the manufacturing sector, especially in the field of biscuit company. Practical implications - The paper should assist those practitioners and consultants who have the desire to find a better way of Kaizen implementation in small-scale industries of India. The academia can also use this case study for a better understanding of the difference between the theoretical and application aspects of the concept. Originality/value - This paper is an original contribution in the existing body of literature. It shows the application of Kaizen in the manufacturing sector in India.

Keywords: India; Kaizen; ITC; Productivity; Customer satisfaction; PQRS (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jamrpp:jamr-01-2018-0009

DOI: 10.1108/JAMR-01-2018-0009

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