Industry analysis of the meat and meat products in terms of consummation and marketing

PhD Candidate Njazi Bytyqi

University of Prishtina “Hasan Prishtina”

Abstract
This paper aims at analyzing the meat industry and its products in terms of consumption and marketing. Meat Industry in Kosovo has recently seen a dynamic development, which is accompanied by the increased purchasing power of the population and consumer preference for certain types of meat and its products. The total output of meat and meat products during the year, estimated to be about 15,630 tons. Percentage of coverage of meat and meat products market in Kosovo is around 19 % while the rest of the demand is covered by imports by about 81 % (Table 2). The cost of beef production is € 1.71 per kilogram of live weight in commercial farms, while the market price is € 2.0-2.2 per kilogram of live weight. Consumer demand for consumption of meat and its products with high quality and safe, will help market development of this industry, and the competition will impose new forms of organization which ultimately do nothing except will increase the market power of meat and meat products producers Kosovo, in relation to the countries of the region and beyond.

Keywords: Meat industry, meat consumption, marketing