Evaluation of the USAID-Kosovo SME and Agriculture - Economic ...

Development Associates, Inc.purposes. The survey did not obtain reasons for all of the responses. 5 All in all this seems tohave been a timely and much needed support and it also set higher standards for the emerginglocal professional service industry and provided the broad business community with a usefulbenchmark. In addition to the client employees trained, there are also a number of local KBSprofessionals who are now fully trained and qualified to continue to provide this service. Fromthese findings, the conclusion is that the Task Order objectives, related to this activity have beenfully met.MarketingOne of the crucial missing skills within the private sector in Kosovo is marketing. Manycompanies at the beginning of the period did not have even a rudimentary concept of modernmarketing methods, let alone possess the skills to allow them to compete successfully. Themarketing activities of KBS were designed to address the emerging needs of the broad businesscommunity and to provide a large number of enterprises with basic marketing concepts and anoutline of necessary marketing activities in a competitive economy. Those objectives appear tohave been well addressed and met. Out of a total of 520 marketing plans to be developed overthe life of the project 496 have been developed to-date. The original objective is likely to beexceeded.The marketing training is divided broadly into two categories: basic (fundamentals) and other(specialized methods). The training materials reviewed, appear to be well prepared and suited tothe original purpose. Discussions with some of the local KBS trainers left a very goodimpression. The initial take up of the services seems to have been difficult due to the specificcircumstances in Kosovo during 2000-2001. The interest among clients however, has increasedgreatly ever since. The most important aspect of this activity lies not as much in numbers as inthe beginning change of mentality, which is already evident among the private enterprises inKosovo. This will continue to be a crucial functional area for the local economy and there willlikely be an even greater demand for marketing services in future. It is reasonable to expect agradual shift from basic marketing concepts to more sophisticated marketing approaches andtherefore a different client-driven demand pattern in the future. In short, the marketing activitiesappear to have been a very successful, timely and relevant part of KBS. In the next periodhowever there will be a demand for more focused and intensive, enterprise specific marketingservices and those might be better addressed though a more direct and concentrated approach.Strategic plansAccording to the task order KBS had the following quantitative targets:Effective strategic business plans ATD: 623 LOP: 680Operational improvement strategies ATD: 623 LOP: 680It is really difficult to make sense of this objective and understand the basis on which thosequantitative targets were set. If KBS were to produce 680 comprehensive and effective strategicbusiness plans (according to the common industry understanding of a “comprehensive strategic5 The final section of the KBS Evaluation presents the background and appropriateness of the client survey is moredetail.Evaluation of the USAID/Kosovo SME 8 May 2004and Agriculture/Agribusiness ProgramsVolume I