Using Digital Tools to Increase the Competitiveness of Small Businesses (Experience of Full-Service Bakeries)

Small businesses play an extremely important role in the economies of modern developed countries, and today only those companies that are able to respond quickly to the demands of the external environment and use available resources rationally can remain competitive. The use of digital technologies can contribute to solving the issue of rational use of resources and rapid adaptation to the external environment. The purpose of the study is to identify potential opportunities for using digital tools to increase the competitiveness of small businesses with a focus on full-service bakeries. To achieve this goal, efforts should be focused on achieving the following objectives: to define the essence and importance of small business for the economy; to outline the possibilities of introducing digital tools in the development of small business; to specify the prospects for using digital tools to increase the competitiveness of full-service bakeries. As a result of the study, the importance and role of small business for the economy is determined. It is proved that full-cycle bakeries, as representatives of small businesses, have ample opportunities to use various digital tools to improve their operations and increase their competitiveness in the long term. The study also specifies the tasks that can be solved by digital tools, provided that they are implemented in the activities of bakeries, indicating the specifics of using certain tools. In addition, the prospects and possibilities of using specific digital tools for full-cycle bakeries are determined. It is substantiated that for full-cycle bakeries today there is a significant number of digital tools that can be implemented to improve the production process, to control employees, to optimize the procurement of raw materials and supplies, to improve customer service and to focus on the specific needs and demands of target audiences. Digital tools also help create the preconditions for scaling up the business and promoting it both domestically and internationally.