Proposal of a methodology to integrate the Lean approach into the Marketing function, Case Study: Transport Sector Company in Morocco

Faced with the many challenges currently facing the industry, industrial companies are called upon to react quickly to the various changes by adopting new strategies of agility and continuous improvement. The Lean concept has undoubtedly made its contribution in the production function. It makes the company more competitive and more efficient in terms of costs, deadlines and quality through optimal flow management. The marketing function has been an interesting subject of study during the last years; this interest is due to the important part of this function in the management of the overall performances of the company. This function will certainly contain non-value added activities, which will increase the cost price of the final product or service. The integration of the Lean concept will be necessary. It is in this context that our article will be composed of four parts. The first shows the interest of the Lean approach and its integration into the Marketing function. The second presents a review of the Lean concept literature. The third explains the steps involved in implementing the integration of the Lean concept into the Marketing function. The fourth describes the application of the new approach in the Marketing function in a company in the transport sector in Morocco by deducting the gain in the cost price of the finished product. We end our work with a conclusion and perspectives of work.