Detalhes bibliográficos
| Ano de defesa: |
2022 |
| Autor(a) principal: |
ZENZELHUK, FRANCIELE
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| Orientador(a): |
Lara, Luiz Fernando
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| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
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| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Estadual do Centro-Oeste
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| Programa de Pós-Graduação: |
Programa de Pós-Graduação em Administração (Mestrado Profissional)
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| Departamento: |
Unicentro::Departamento de Ciências Sociais Aplicadas
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| País: |
Brasil
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| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Palavras-chave em Espanhol: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede.unicentro.br:8080/jspui/handle/jspui/2012
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Resumo: |
The changes caused by the pandemic are evident in every single sector, since the year of 2020, when the World Health Organization (WHO) declared the Coronavirus (COVID-19) pandemic. By means of this research, we tried to find the impact of the COVID-19 pandemic on the marketing strategies of micro and small retail businesses from the food sector in the city of Guarapuava, in the state of Paraná (PR). Micro and small businesses happen in a variety of ways, all contributing to the local economy and the creation of jobs, trying to develop and establish themselves in the market, however, many times, finding great hardship to adapt to their environment. Through theories of strategic marketing, we sought to: Analyze the marketing strategies developed by micro and small businesses from the food sector in the city of Guarapuava-PR and the impact resulting from the COVID-19, with the specific goals of: Identify marketing strategies used by companies from the food sector; Measure the main difficulties to develop and apply the marketing strategies; and Find the main changes in the marketing strategies driven by the COVID-19, which affected the performance of the companies. The methodological practice used was the qualitative approach, of exploratory and descriptive nature. Looking closely at the reality faced by such companies. In order to compose the analysis we conducted partially structured interviews with the managers of these companies in order to gather information. With this, the results showed that the companies used the marketing strategies according to their availability and knowledge, and that the pandemic also changed the sales strategies and client approach. So the most used marketing mix strategies were P for Product, followed by Price and then Promotion. It was clear that delivery became one of the tactics adopted by the companies during the pandemic. P for Place was not an evident concern among the interviewed entrepreneurs, since online sales had a huge growth in the pandemic. It was also observed that the biggest difficulty found in the interviews was the matter of price strategies, because the pandemic brought several changes such as the increase of prices of raw materials and the lack of certain products in the market. Also, entrepreneurs became much more open minded regarding digital actions, starting to invest in social media, paid traffic and digital influencers, investing in P for Promotion indirectly. The results reveal that entrepreneurs look for short term strategies, neglecting the long term ones, not only as a result of the pandemic but also because companies do not have or use any strategic planning. Even in 2022, when all activities went back to normal and vaccination was in an advanced stage, entrepreneurs were still afraid of investing in long term projects in the retail business. This research showed how the pandemic was and how micro and small retail businesses did their planning, their difficulties and the solutions found by this sector. |
