ON THE DEVELOPMENT STRATEGY OF THE REGIONAL CONSUMER MARKET BASED ON THE PRINCIPLES OF LEAN MANUFACTURING

Subject. Overcoming the economic consequences of the COVID-19 pandemic for the consumer market based on the analysis of the state and use of the innovative potential of lean technology systems by international companies in the FMCG segment. Topic. Analysis of the state and use by international companies of the FMCG segment of the innovative potential of lean-technology systems in the organization of retail sales of consumer goods as one of the ways to overcome the economic consequences of the COVID-19 pandemic for the consumer market. Goals. Determination of the main strategic directions for the development of the regional consumer market based on the use of lean technologies. Methodology. System analysis of the international and Russian experience of the FMCG segment of the innovative potential of lean technology systems. Results. Strategic directions for the development of the regional consumer market and increasing the potential of retail chains based on lean-technologies of lean production have been developed. Scope of application. The consumer market at the meso-level. Conclusions. The development of the consumer market, including the Voronezh region, based on the principles of lean production is a factor in increasing retail turnover, increasing the profitability and competitiveness of regional retail chains. Keywords: region, consumer market, entrepreneurship, retail trade, lean manufacturing, product value, population