Analysis of marketing strategies of industrial producers and processors in Kosovo for financial and economic development

Halil Bajrami and Ejup Fejza
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Halil Bajrami: Faculty of Law, University of Mitrovica Isa Boletini, Mitrovica, Republic of Kosovo
Ejup Fejza: Faculty of Mathematics and Natural Sciences, University of Prishtina-Hasan Prishtina, Prishtina, Republic of Kosovo

International Journal of Finance & Banking Studies, 2019, vol. 8, issue 4, 49-58

Abstract: Marketing strategies drive and boost company’s financial health if they are properly planned and implemented. The main objectiveofthisresearchpaper is to analyze therole of marketing strategies on financial wealth of industrial producers and processors in Kosovoand to find out which are the best marketing strategies that will lead these companies toward the growth of their market share and profit which will make them financially sustainable.Data used for this research comprises on interviews with managers of thirty Kosovar producers and processors in food industry. Questionnaire was the instrument of gathering data which comprised of 15 questions to senior managers and directors of companies, part of this research who answered semi-structured questionnaires. Data gathered has been processed firstly through Microsoft Excel to find out main strategies used by companies and the same questions after that has been compared through processing on SPSS 2.0 Program with cross tabulation, seeking to find out which strategies had impact on profit of company, entering new markets and increased company growth and market share growth. For the population, we used database of Ministry of Trade and Industry of Kosovo, Agency of Business Registration, where we choose only industrial producers or processors which employ more than 10 employees and have positive financial results. Results show that Kosovar industrial producers/processor use mainly market penetration and market development strategy to retain existing customers and gainnew customers but also to make profit out of that which is mainly invested later on the new product development and on the diversification of production.

Keywords: market analyses; marketing strategies; market share; company growth (search for similar items in EconPapers)
Date: 2019
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