The Contribution of Marketing to The Distribution of Agri-Food Products in Albania and the Possibility of Import Substitution

Purpose: The aim of this study is to analysis of the existing situation in the development of the competitiveness of agricultural products and the possibility of replacing imported products.   Theoretical Framework: This analysis will be studied in the framework of the impact of marketing to increase the performance of local products in the market.   Method: During the work, the quantitative method of data collection was used, mainly the questionnaire was used for data collection. A combination of primary and secondary data was used. We collect 50 data from companies. But we finalized 30 data for analysis. Research methods in this study include multivariable methods along with factor analysis, regression techniques, correlation, and forecasting techniques.   Results and Conclusion: The agricultural sector has a fundamental importance in the social and economic development of the country. This sector contributes about 19% to the country's GDP (INSTAT, 2023a) and covers 36.4% of total employment (INSTAT, 2023b). The companies of the agri-food sector and agricultural farms in Albania, through the application of marketing, should identify their potential and opportunities, where in addition to these opportunities, good management based on development plans is required for each product or agricultural culture   Research implications: It is a fact that Albania has not moved much in the direction of increasing production capacities, not meeting the demands and needs of consumers with local production and distribution of agri-food products.   Originality/value: Part of this study shows that agricultural product manufacturing companies have well-integrated marketing components, especially promotion and distribution channels.