DEVELOPMENT OF PRODUCT STRATEGY
DEVELOPMENT OF PRODUCT STRATEGY

Summary/Abstract: One of the key functions within a company is the marketing field and as it is of the most importance to have an already established and well-functioning marketing department within the company that would execute properly, on time and one step ahead of strategies of competition marketing. The purpose of the research is to analyze the implementation of marketing strategies by Dea Water Company in Kosovo and to provide clear recommendations to companies that do not use marketing strategies. The population of this study is 32 employees of "Dea" Water Company. For finding the results we used the quantitative research method, while data collection was done through survey and questionnaire. The questionnaire is the main instrument, which contains 2s of emotions. In the first section, the questionnaire includes the demographic characteristics of the study participants. In the second section, the questionnaire included 12 questions, which identified the use of marketing strategies in the company as well as their impact on profit level and sales volume. The results showed that product strategy improves Water Company profitability “by r = 0.309; t = 1.777; p <0.086).

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