Main instruments of competitive advantages for the development of small and medium enterprise

The article pointed out that using a value chain and applying such a management tool as key success factors, companies gain a competitive advantage if they make each type of strategic activity more effectively than their competitors. In addition, companies are part of a larger value creation system, and can improve their performance by effectively organizing work, both with suppliers and with distribution channels. The authors have disclosed the specifics of strategies to create competitive advantages for small and medium-sized businesses, defined the advantages and methods of using the Internet in small and medium businesses, which is an effective tool for finding new customers. Cooperating with search engines, SMEs can aim to advertise their products and services using electronic bulletin boards, social networking sites, distribution of videos, etc. It should be remembered that a competitive advantage is achieved by providing a value that is understandable to the buyer. If the buyer does not understand the value of the goods, then he will not be in demand. The article presents the Japanese management system «Kaizen», used by small and medium-sized businesses and the possibility of its application in Kazakhstan. The basic idea of Kaizen is that without improvement there should not be a single day. In accordance with Kaizen philosophy, small improvements are welcome that do not require significant investment and involve all the staff in the process.

ключевые факторы, инструменты, конкурентоспособность, преимущество, стратегия, малый бизнес, средний бизнес, key factors, tools, competitivness, advantage, strategy, small business, medium business, негізгі факторлар, құралдар, бәсекеге қабілеттілік, артықшылық, стратегия, шағын бизнес, орта бизнес

1. Мамырбаев А.М. Стратегии повышения конкурентоспособности малого и среднего бизнеса: дис. … докт. философии (PhD): 6D050700. - Алматы, 2014. - 154 с.

2. Дьюхейм И. Курс МБА по стратегическому менеджменту: стратегия для малого бизнеса: пер. с англ. - 3-е изд. - М.: Альпина Паблишер, 2006. - 586 с.

3. Кэмпбл Д. Стратегический менеджмент: пер. с англ. Н.И. Алмазовой. - М.: Проспект, 2003. - 336 с.

4. Масаки И. Кайдзен: ключ к успеху японских компаний: пер. с англ. - М.: Альпина Паблишер, 2009. - 4-е изд. - 274 с.

5. Портер М. Конкуренция: пер. с англ. / под ред. Я.В. Заблодского. - СПб.: Вильямс, 2003. - 496 с.

6. Harrigan P., Ramsey E. and Ibbotson P. Exploring and explaining SME marketing: investigating e-CRM using a mixed methods approach // Journal of Strategic Marketing. Vol. 20. - 2012. - № 2. - April. - Р. 127-163.

7. Aslam H. (2010). The implementation of Kaizen in SME. URL: http:http://ru.scribd.com/doc/45935857/implementation-of-kaizen-in-smes (дата обращения: 18.01.2017).