The effect of strategic marketing on creating competitive advantages of the dairy industry in Kosovo

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This study aims to analyze the effect of marketing strategies on creating competitive advantage through strategies such as customized products strategy, pricing strategy, distribution strategy, promotion strategy, and innovation orientation strategy. The study was carried out on the basis of primary data, where part of the quantitative research were 15 categorized dairies, with low capacity (300-3,000 liters per day), with medium capacity (5,000-100,000 liters per day), and with high capacity (over 100,000 liters per day). From these dairies, 150 workers in leadership positions were surveyed, from which the marketing strategy with the greatest impact on creating competitive advantages was identified. Questionnaires were physically distributed and data were processed through Statistical Package for Social Sciences, version 26. Based on the multiple regression analysis, it was found that there is a statistically significant correlation that marketing strategies affect the creation of competitive advantage based on the value of R-square = 0.787, where customized products strategy, price strategy, and distribution strategy were found as important strategies. While innovation strategy and promotion strategy left the model due to the increased value of significance p > 0.05. Through this study, the dairy industry receives feedback on the type of strategy that should be used to create a competitive advantage, more so in the specific case where imports are very high and competition is very fierce.

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    • Figure 1. Framework of research
    • Figure 2. Customized products strategy
    • Figure 3. Pricing strategy
    • Figure 4. Distribution strategy
    • Figure 5. Promotion strategy
    • Figure 6. Competitive advantage
    • Figure 7. Innovation orientation strategy
    • Table 1. Reliability of the instrument
    • Table 2. Respondent characteristics
    • Table 3. Descriptive results for study variables
    • Table 4. Correlation matrix
    • Table 5. OLS model for variables of the study
    • Table 6. Model summary
    • Table 7. Multiple linear regression coefficients
    • Table A1. Customized products strategy
    • Table A2. Pricing strategy
    • Table A3. Distribution strategy
    • Table A4. Promotion strategy
    • Table A5. Innovation orientation strategy
    • Table A6. Competitive advantage
    • Formal Analysis
      Fellanze Pula
    • Funding acquisition
      Fellanze Pula, Arberesha Qerimi
    • Methodology
      Fellanze Pula, Fidan Qerimi
    • Resources
      Fellanze Pula, Arberesha Qerimi
    • Visualization
      Fellanze Pula, Fidan Qerimi
    • Writing – original draft
      Fellanze Pula, Arberesha Qerimi, Fidan Qerimi
    • Conceptualization
      Arberesha Qerimi, Fidan Qerimi
    • Data curation
      Arberesha Qerimi
    • Investigation
      Arberesha Qerimi, Fidan Qerimi
    • Software
      Arberesha Qerimi
    • Validation
      Arberesha Qerimi, Fidan Qerimi
    • Writing – review & editing
      Arberesha Qerimi, Fidan Qerimi
    • Project administration
      Fidan Qerimi
    • Supervision
      Fidan Qerimi