please read the givencase in detail, try to analyze the system, and try to fill the blanks with the most suitable phrases,pleas do it clearly .

Q11) Z mobile phone company is struggling due to sales reduction in the market. The competitors of the company produce every year a new version of their phones and Z company tries to keep up their new technologies. In order to understand main problem in the company, Z company started work with a new manager who searched the main reasons behind the sales reduction. The manager found that customers are generally unhappy because the company did not understand their needs and expectations. In addition, the company did not perform activities to improve their products and productions. Instead of the improvements, they only tried to keep up their competitors. At that point, the manager offers to implement .........to improve the company continually and respond customer needs and expectations. What should be done to apply this management technique