Completed Project

The neighboring Albania is a strategic market for Kosovo tourism due to its strong cultural, social, and economic links. Yet, product owners and tour operators in Kosovo had little or no knowledge on how to benefit Albania as a tourism market.

This projects included six activity:

• Market Assessment of Competitive Offer – Understand the buyers
• Discussing the findings with tour operators and product owners – Understand the sellers and crate products and prices that matches the buyers needs and budgets
• Develop market-specific marketing strategy – set an approach
• Trade event round Albania – Get the buyers and sellers together
• Famtrip to Kosovo – Get buyers see the destination and products
• Prepare a marketing concept – prepare stake holders to improve public awareness about the destination

The market research foresaw the assessment of client behavior, availability of offers and promotional materials, clients needs and existing product usability. Both private clients and travel agencies in Albania were assessed. The assumed client segmentation had to be reconfirmed and eventually adjusted based on survey findings.

The data from the survey led to a SWOT analysis where the identified weakness were addressed during the follow up coaching sessions with product owners and tour operators. The strengths and opportunities defined the Unique Selling Proposition of the Kosovo tourism offer in the Albanian market. This USP set the focus in the following product improvement phase.

Once we completed the research process and identified our marketing goals and objectives, we set the optimal plan and strategy to accomplishing these goals in terms segment specialization, 

distribution Strategy and geographic focus.