Marketing Methods for Water Production in the Anamorava Region
DOI:
https://doi.org/10.5281/zenodo.10884103Keywords:
Marketing strategy, marketing concept, water producers, consumerAbstract
This thesis of the master's degree aims to analyze marketing strategies from a theoretical point of view, while from a practical point of view the implementation of marketing strategies in water production enterprises in the Municipality of Gjilan. The paper includes the analysis of literature either by local authors or by international authors.
In the first part of the paper, an introduction to the sector is reflected, to which belong the 4 enterprises in which the analysis of the current state of identification and implementation of marketing strategies was made and some difficulties in their business were identified. The second part of the paper contains the analysis of the literature, the theoretical aspect of the key points, which are also related to the information obtained from different sources and authors. In this part, some illustrative figures are presented. The third part contains the description of the methodology of the work, including the information and data provided during the realization of the questionnaire with the 4 enterprises and their 73 consumers. The methodology of data analysis is also described here, from which the results of this paper were arrived at. The fourth part contains the interpretation of the results from the methods used. The results came from the implementation of the questionnaires: the questionnaire for the company consisting of 14 questions and the questionnaire for consumers consisting of 10 questions. Data analysis was done through Excel.
This includes the discussion on the findings, which includes the findings in the company from the implementation of marketing strategies, which is worth noting that it starts with the lack of an organizational marketing unit in the company to the connection of the theoretical aspect from the review of the literature, with practice in the enterprise, in their daily business.
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