Analiza strategjike e konkurrencës dhe pozicionimi i markës: Qasje inovative për rritjen e avantazhit konkurrues – Rast studimi: NVM-të në komunën e Therandës

Abstract

This master’s thesis examines strategic competition analysis and brand positioning as key determinants in creating and sustaining competitive advantage in Small and Medium-Sized Enterprises (SMEs), with a particular focus on the municipality of Theranda. In an economic environment characterized by high competitive intensity, financial constraints, and digital transformation, SMEs face structural and managerial challenges that directly influence their market performance. The study is grounded in the theoretical frameworks of competitive advantage (Porter; Barney), brand positioning theory (Ries & Trout; Kotler & Keller), and classical strategic analysis models (Porter’s Five Forces, SWOT, and PESTEL). A quantitative research design was employed, with data collected through structured questionnaires administered to 320 SMEs operating in trade, manufacturing, and service sectors. Statistical analysis was conducted to test hypotheses regarding the impact of competition analysis and brand positioning strategies on competitive performance. Empirical findings indicate a positive and statistically significant relationship between systematic competition analysis, clear brand positioning strategies, and improved SME performance. Furthermore, innovation and the use of digital marketing tools emerge as important factors in strengthening differentiation and customer loyalty. The study contributes to the strategic management literature in developing economies and provides practical recommendations for SME managers and local policymakers in designing sustainable competitive strategies.