Kosovo shall have a stabile future with a stable economic development. Regarding from the global aspect it could be said that the whole world economy stands in the dynamic stage of transformations in order to adjust to the requests of the new economic and world order.
External market is considered to be one of the main instruments of growth in Kosovo. Analyzing sectors in the economy of Kosovo,it is worth to mention that the beverage sector like other sectors in Kosovo is dominated by imports mainly due to inefficient small businesses within the sector.
Despite the presence of several local beverages in Kosovo market, the reality shows that the Kosovo market is overcrowded with imported products showing debalance of foreign trade. Imported drinks are around 85% of the products consumed in the country. Kosovo imports these products mainly the EU, mainly from Hungary, Slovenia, Croatia ,Grice and Germany, not excluding even Serbian.
It is widely known the fact that dependency on the position of marketing in the company’s organizational structure, depends the success and failure of the company. It is known that larger and medium companies have better technical, staffing and financial capabilities to design a marketing strategy, a marketing plan as well as a marketing budget. Therefore, determination of marketing budget it’s not an easy business, in the contrary, it is one of the most important aspects of marketing, respectively of marketing plan. In the case of Kosovo companies, in majority of cases, marketing budget is overlooked or is made depending on the market situation, i.e. ad hoc and some others businesses prepare it on the basis of percentage of sales. Many of them have not sufficiently explained how much and the way of sharing marketing budget, issue that affects the effective performance of marketing mix policies.
So, the sector provides attractive opportunities for import substitution by investment in education of the experts,modern equipment, techniques and product branding.
With better implementing mix marketing instruments these products could be produced locally at a price that is lower than foreign competitor, contributing at the same time of generation y jobs and improve the wellbeing of Kosovo citizens.
In order to improve their positioning into the market and to change the actual perception of domestic customers for locally produced beverage products, managers of these businesses have contacted Universum College to conduct a field study regarding the improvement of actual marketing mix instruments, that will change customer perception at the same time improving sales firstly into the domestic market and step by step to expand into the regional markets and wider. These will lead towards the sustainable growth, continuously substitution of imported i product and increasing of employment.
In the end of the field research, you are to produce a report with your findings and the recommendation that the organization could undertake to improve its competitive ability vs. Importers of beverage products by implementing better marketing mix instruments toward the sustainable growth and import substitution.
The final report will also be presented in front of other students and representatives from beverage sector and stakeholders involved into the process