POST-COVID STRATEGIES OF MICRO ENTERPRISES: A BASIS FOR STRATEGIC ENHANCEMENT
Micro-enterprises in the Philippines have been severely impacted by the COVID-19 outbreak, which has severely disrupted their operations and revenue sources. Microbusinesses have thus had to adjust to the changing circumstances of the post-COVID world by putting new marketing strategies into place along the 7Ps: people, process, product, pricing, location, promotion, and tangible evidence. To be competitive in the post-COVID environment, microenterprises need to use these methods. This study aimed to determine the post-covid strategies of micro-enterprises in Lal-lo, Cagayan for the Year 2022 as a basis for strategic enhancement. A descriptive-correlational research approach was used utilizing a questionnaire as the research instrument in gathering the data needed from the micro-enterprises. The data gathered were treated using frequency, percentage, weighted mean through a Likert scale and Pearson r. Based on the findings of the study, it can be concluded that in response to the challenges posed by the pandemic, participants have actively embraced post-Covid strategies, with a strong consensus on implementing people mix, product mix, price mix, promotion mix, and physical evidence, while participants generally agree on the adoption of place mix and process mix. A similar study may be conducted to explore regional variations in the adoption and success of post-Covid strategies among micro-enterprises.
Micro-Enterprise, Post-Covid, Product, Place, Price, Promotion, Process, Physical Evidence.