Marketing mix strategies of bread producers in Kosovo

Mr.Sc Ejup Fejza,Dr.Sc Nail Reshidi,Dr.Sc Ramiz Livoreka

doi:10.21113/iir.v3i1.102

Abstract

Marketing is a fundamental or core function of the business which more than any other business function deals with customers and their satisfaction. Creation and implementation of a successful marketing strategy in business is very crucial, especially when we deal with a business such is bread manufacturing. Thus, the purpose of the research was to analyze the development of marketing as an organizational function of bread manufacturers companies in Kosovo, to analyze their marketing strategies and to provide clear recommendations for companies that do not use marketing strategies.During the research I have find that bread producers do not even have established a marketing department and/or do not have employed a marketing or sales person. Only few companies, three out of fifteen, intend to establish marketing department in the future, which is a sign that bread producers still do not see marketing as core function in their activities. They do think more on production than on sales and marketing. None of the companies have promotional activities regularly and only two of them exhibits regularly on the trade fairs in Kosovo and only one company exhibited abroad.There should be continuous insistence of manufacturing companies to advance marketing department, creating a special unit of market research and behavior with consumer.The data for research were collected through questionnaire in fifteen bread manufacturing companies. Methods used for research have been descriptive, comparative, analysis, and synthesis. The research instrument was a questionnaire, the technique has been direct communication and research was conducted between months June up to September 2009.

Highlights

Bread manufacturers in Kosovo, often face the problem of identifying and implementing a sound marketing strategy in the marketing of their products and the business of their companies as a whole
When asked whether you have a person assigned to marketing and / or sale, of the 15 respondents, 12 of them answered NO or percentage 80% and 3 companies have stated that they have persons engaged for sale (20%)within their company, but that these persons are acting within the department of administration and finance, not as separate., (Table 2)
Last question from the questionnaire was derived as an idea to get a response from surveyed companies if they think that in the near future will establish marketing or sales department within the company, because the preliminary answers from questions have been as interesting as depressive on the establishment of the department of marketing and/or sales and clearly a positive response came from only 3 companies (20%), No answer came from 11 companies or 73% of them, which continues to be a concern for the future and with this they prove that they will continue to further imitate market leaders to base their actions on the "movements" of the market leaders

Summary

Introduction

Bread manufacturers in Kosovo, often face the problem of identifying and implementing a sound marketing strategy in the marketing of their products and the business of their companies as a whole. Based on the practices of Western countries that this sector have paid a special significance, which practices should begin to be applied in our country, sector / marketing department plays a crucial role in the companies that produce different types of bread is a determinant of the company's development policies.

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Conclusion