The Impact of Marketing in Increasing the Level of Competitiveness for Agro-Food Products in Albania

The climate that prevails in Albania and the type of agricultural land are favorable for new cultures and agricultural products that have higherbenefits than other products that have been cultivated so far. Developing and increasing the capacities of existing products is one of the maincomponents in a small or medium-sized company. A progressive company should preemptively address the planning and expansion of its productrange and diversity of culture where it operates in order to remain competitive in the market. To achieve this, companies nowadays need toimplement the most effective marketing strategies. Marketing is increasingly emerging as the most significant aspect for companies in the agro-food sector, serving as the primary means of customer orientation, with arguments as to why they should choose a company's products or servicesover other competitors. With the advancement of technology, the utilization of marketing and its elements is increasing more and more, as thebest way to achieve the desired profit, target performance and competitiveness in the market. The purpose of this paper is the analysis of theexisting situation in the development of the competitiveness of agro-food products as a result of the application of marketing, through which themarket will be studied and make the agricultural producer aware of the increase of their performance in the market, through the production ofquality and cost-effective products. The results reveal that agro-food production companies and farms have started to apply marketing in variousforms, both in social and traditional media, creating better competitive positions in the market and increased production capacities allowing forthe substitution of imported products with local products. Consequently, it has influenced the increase in consumer confidence in Albanianproducts and brands.