Trade market expansion opportunities for Albanian companies in Balkan and EU countries: the case of beer companies and market opportunities

The opening up of world market and international competition is the only road that transitional Balkan countries can follow to keep up with world competition. Like all of them, Albania, after being admitted in the World Trade Organization (WTO), started its integration process and wishes to gradually enter the "severe" international competition with its own markets and economy. Balkan countries today occupy a considerable place in continuous growth and exchanges of agro-food products in their own country, where unfortunately it is the import that dominates. In today's developments concerning the opening economy and negotiations on the Free Trade Agreement, the competition of agro-food products imported from the Balkan countries is increasing. This study is focused mainly on the import-export analysis of products of Balkan countries with Albania, on what the Albanian trend is in the last few years and what the forecast is of import-export progress for the coming years. The methodology used in order to achieve the above objectives consists of conducting a survey based on PEST and SWOT analysis following statistical analysis. The primary data are collected from the Ministry of Agriculture, Food and Consumer Protection in Albania, Albanian National Institute of Statistics, General Directorate of Customs and Ministry of Economy, Trade and Energy in Albania. These data are analyzed through a statistical method which includes the Hirschman Index of Concentration, the Hannan-Quin Criterion and Schwarz Criterion. Through the survey, data are collected which make possible the PEST and SWOT analyses on conditions of agro-processing products, especially beer products. The conclusions and recommendations were drawn to shed light on import-export forecasts in Albania with other Balkan countries as well as the competitive edge the agro-processing products possess, specifically beer. The obtained result from the study show the problems and barriers in the agro-processing industry in Albania versus the new trends in the Balkan's region's market demand. Thus, recommendations were suggested in order to adapt and apply them to the agro-processing industry, in order to find a good strategy to help improve their economic status.