TITLE: MARKETING PROBLEMS ENCOUNTERED BY SMALL BUSINESS

ENTREPRENEURS THIS PANDEMIC

Small businesses are the heart blood of the economy, and many continue to face

challenges due to the pandemic. (BizHack,2021) The pandemic began in year 2020, and

many businesses struggled and suffered as a consequence of the required adoption and

community standards. The implementation of community quarantine will have the greatest

impact on small companies, since mobility will be confined to purchasing required items and

services and working in offices or industries that are permitted to operate.

Small business entrepreneurship refers to the concept of starting a business without

expanding it into a big conglomerate or creating several chains. A single-location restaurant, a

single grocery store, or retail shops where you sell your handcrafted items are all examples of

small company entrepreneurship. These owners often invest their own money and are

successful if their firm generates a return from which they can live. They don't have any

outside investors and will only take a loan if it would assist them keep the firm running.

Small enterprise owners began to encounter a slew of marketing issues in their

operations. As a result, several entrepreneurs chose to close their businesses because they

were having difficulty adapting to the unexpected developments brought about by the

pandemic. The Department of Health (DOH) order for quarantine must be followed in earnest

by everyone, Duque (2020). Under Republic Act 11332, a public health emergency refers to

an "occurrence of an imminent threat of an illness or health condition which could pose a high

probability of a large number of deaths… widespread exposure to an infectious agent." CNN,

(2020), if not observe then businesses or establishments may lose permits, and license to

work for failing to cooperate. Despite the pandemic and various implementations, some

entrepreneurs opt to stay and open their businesses especially the essential businesses.
 While many industries faced various challenges when the pandemic hit, some

businesses took this as an opportunity to find a new way to thrive and grow, pandemic made

the digital space for small businesses more relevant than ever. Worldwide lockdowns sent

many people to their screens, which presented new small business challenges and

opportunities. To survive and position themselves for growth. Even so, a researcher aims to

point down problems of the entrepreneurs also in the digital system including their non-digital

operations.

Entrepreneurs are risk takers and competitive amidst the rise of global pandemic,

they opt to find ways to continue their ventures. The law The Philippine Competition Act

(PCA) or R.A. 10667 is the primary competition policy of the Philippines for promoting and

protecting competitive market. It will protect the well-being of consumers and preserve the

efficiency of competition in the marketplace. This law protects consumers and increase

investments and job opportunities in the country.

According to the Philippine Competition Commission a competitive market

encourages efficiency and innovation, and forces businesses to excel, thus their belief it

uplifts entrepreneurial spirit, encourages personal investments, facilitates technology

development and enhance productivity.

Interested to know how challenging and fulfilling is it to operate a business this

pandemic, the Researchers strive for giving a description and interpreted data on how the

small entrepreneurs manage their business.

Researchers are not only focused on the different marketing problems but also on the

other problems happened and encounter by the small businesses and customers because of

the pandemic. Researchers looked at how entrepreneurs and consumers survived the
pandemic and what they expect in the coming year. 

The main objective of this study was to demonstrate the challenges of small

businesses entrepreneurs and how it affects their business as well as consumers’ difficulties

experienced. Methodologically, the study uses a descriptive research design conducted

through a qualitative research approach.

Moreover, the researchers will identify the various marketing problems confronted this

pandemic and provide proposition in overcoming them. Thus, helping the owners in their

operations, through the researcher’s findings and survey results from customers.

Furthermore, this will benefit the owners themselves, the aspiring entrepreneurs, because the

study present the difficulties and solutions.

In addition, the government and country as well will take advantage for it foster local

economies, (small businesses) keeping money close to home and supporting communities.

(Looze, 2020)

Background Of the Study

The world is currently in total crisis, with every country experiencing economic meltdown.

Major corporations are squandering vast sums of money. The covid pandemic had a

significant impact on these generations' lives. Small businesses are undoubtedly bearing the

brunt of the consequences. According to the survey of “Goldman Sachs survey (2020) of

10,000 small business owners found that 96 percent have already been impacted by the

coronavirus and 51 percent report their business cannot survive 3 months of an economic
shutdown”. The survey revealed that, the majority of small businesses are unable to withstand

the impact, and 51% of these businesses have already closed their doors. Despite the fact

that this is a difficult pill to swallow, we should try to see the bright side. There are still 45% of

the 96% of business owners affected are still in operation. There is still a chance for small

businesses to fight back. We must also evaluate the opportunities that may arise as a result

of the epidemic. Since most of the populace are confined in their homes. The internet would

prove to be a ground for opportunities.

In the face of the epidemic, the best thing small business owners can do is determine what

their customers want and need. In the study “Strategies for small business: Surviving the era

of Covid-19 by Eric W. Liguori (2020).” Virtual business channels provide a unique opportunity

to reinvigorate the search for product–market fit and the hunt for new business models

capable of surviving and thriving in a COVID-19-impacted world”. This research will aid

researchers in discovering new marketing opportunities for these tiny enterprises.

Online Advertising can be a powerful tool, to which they can incorporate to their strategy. In

the article “5 Small Business Owners Reveal How They Are Marketing on Social Media

During COVID-19. “They stated social media has become a lifeline to customers during

COVID-19”. This article further establish why online advertising is must have tool. Additionally

in the article “How can digital advertising help small businesses recover from Covid-19?” ´

They also implies “Small businesses have borne the brunt of the Covid disruption but digital

advertising is an accessible and cost-effective way for them to drive growth.” This article

provides major contribution for the researchers to help them confirm that online advertising

can be a solution to their problem

The researchers aim to figure out the effectivity of online advertising as a marketing tool in

promoting the small entrepreneur business.