Marketing strategies of textile companies: the case of selected

partners  
-branding as a major strategy 
No defined attempt and 
strategy 
Marketing strategy 
implementation  
 
 
Product for local and 
international markets  
-Different (normal and export standard) 
-85% of export standard (higher quality 
product production) 
-some 
differences 
observed  
Price for export products  
Average price  
Lower than average  
Price for local market  
Higher than average  
Average  
Promotion in international 
markets  
ETIDI, foreign distributors, and 
company website  
ETIDI 
(government 
initiatives) 
Distribution in 
international markets  
Foreign distributors in their own 
countries (host distributors) 
None 
Performance  
 
 
-  Export percent from total 
finished products  
More than 85% 
5% to 10% 
-  Customer acceptance in 
Good and promising  
Poor  (decrease  from 

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177 
 
the international markets  
year to year) 
-  Returns or complaints by 
international customers  
rare or no  
 
High (up to 50% of the 
export)