European Scientific Journal

May 2013 edition vol.9, No.13

ISSN: 1857 – 7881 (Print) e - ISSN 1857- 7431

MARKETING STRATEGIES OF BOTTLED WATER
PRODUCING COMPANIES: THE CASE OF KOSOVO

Ejup Fejza, Mr.Sc
Alban Asllani, MSc.
Universum College, Prishtina, Republic of Kosovo

Abstract
One of the main functions within a company is the marketing area and as it is of the utmost importance and relevance of having an already established and well functioning department of marketing within the company, which would implement proper, just-in-time and a step-ahead of competition marketing strategies. Such an established and wheel functioning marketing department could potentially result in the company getting a better positioning in the market, will increase the company’s market share and satisfy customer needs, wants and meet their demands. Thus, creation and implementation a successful marketing strategy in business is very crucial, especially when we deal with a business such as water production, still or sparkling. The purpose of the research is to analyze the implementation of marketing strategies by Kosovo producers of water and to provide clear recommendations for companies that do not use marketing strategies.
During the research we have found that water producers do not even have an already established marketing department, have not employed any marketing personal, nor they have a qualified sales person representing the company. According to our research of the existing water producing companies in Kosovo, only few of these companies, and in particular two out of ten have invested and established an already functioning marketing department, while others are planning to do so in the near future. One of the reasons we found out that they want to do that is for the purpose of imitating competition but not because they want a marketing department or personnel because it is