Marketing strategies of SMEs based on product life cycle : a study among SMEs in Kosovo

Abstract

Current developments in the economic and business environment, left to believe that, development of Small and Medium Enterprises (SME) is still the main source for development and economic growth in underdeveloped and developing countries. Where there is a lack of Foreign Direct Investment (FDI) and the impact of large enterprises or Corporate has created space for the creation and development of SME systematic States, which is currently regarded as the greatest contributor to economic growth and lowering the level unemployment. There are different views about the contribution of SMBs in the economy of a country. One side tries to argue that are the largest contributors to the reduction of unemployment in a country, while other researchers believe that small businesses are irresistible in today's global economy and the free market and bankrupt more easily and quickly, so it is excessive belief that solving economic problems and unemployment in a country should be based on the development of SMBs. However, to some extent, both parties agree to SMBs impact on the economic situation of a country and it seems especially pronounced in countries with underdeveloped economies and emerging economies. Seems far-fetched even SMBs contribution in Kosovo, where the economic and political environment have created a little business characteristic in relation to markets in Europe and other countries. However, in Kosovo last decade has seen a rapid growth and development of SMBs, which necessarily is put them in a situation of meaningful competition in the Kosovo market. The large number of imported products, especially those that occur with cheap prices makes Kosovar businesses, especially manufacturing enterprises to think of appropriate marketing strategies, to face competition with imported products, but also that within type of local competitors.