Abstract
Porter’s generic strategies the theoretical basis for designing of practical recommendations on strategic decision-making since their publication. Bread-baking plants are no exception. Consumption of bread and bakery products in Kazakhstan is traditionally high. SMEs occupy a significant share of this market. The purpose of this research paper was analysis of the business environment in Kazakhstan’s bakery market and justification of SME’s competitive strategies. Research shows that this market tends to be a monopolistic competition market, especially in larger cities of Kazakhstan. Further SWOT analysis allowed us to estimate the surrounding of business and recommend differentiation as the basic model of competitive strategy for SMEs in the bakery market. The main finding is as follows. First of all bread-baking plants should maintain the mass production of tinned bread made from wheat flour of first and second grade. At the same time it is recommended to produce and increase new types of dietary bread and bread enriched with various micronutrients, and bakery products for curative, prophylactic and functional purposes. Factorial analysis of the Return on Assets and Break-Even Analysis of multiproduct manufacturing were the additional quantitative methods during this applied research.
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Markhayeva, B. (2016). Strategic Decision-Making in the Bakery Market: Experience of SMEs in Kazakhstan. In: Bilgin, M., Danis, H. (eds) Entrepreneurship, Business and Economics - Vol. 1. Eurasian Studies in Business and Economics, vol 3/1. Springer, Cham. https://doi.org/10.1007/978-3-319-27570-3_13
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DOI: https://doi.org/10.1007/978-3-319-27570-3_13
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