Group 7 C102 Thesis

MANUEL S.
ENVERGA UNIVERSITY FOUNDATION Document Code: DCAVRKMI-F-GRFR

Lucena City
Document Title: Research Final Report
An Autonomous University
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DR. CESAR A. VILLARIBA RESEARCH AND
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KNOWLEDGE MANAGEMENT INSTITUTE Effectivity Date: August 2019
QUALITY FORM Prepared by: DCAVRKMI
Reviewed by: QMR
Approved by: President
IMPACT OF COVID-19 PANDEMIC IN THE MARKETING STRATEGIES OF MICRO ENTERPRISES IN A PHILIPPINE CITY
An Undergraduate Thesis
Presented to the Faculty of the College of Business & Accountancy
Manuel S. Enverga University Foundation
Lucena City
In Partial Fulfillment of the Requirements
for the Degree of B. Sc. In Business Administration
by
Dy, Sophia Sandra
Ison, Coleen Jizelle
Malong, Danniel M.
Mejorada, Joshua Jan M.
May 2021
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MANUEL S. ENVERGA UNIVERSITY FOUNDATION Document Code: DCAVRKMI-F-GRFR
Lucena City
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Approval Sheet
This undergraduate thesis hereto entitled:
IMPACT OF COVID-19 PANDEMIC IN THE MARKETING STRATEGIES OF MICRO ENTERPRISES IN A PHILIPPINE CITY
prepared and submitted by Sophia Sandra R. Dy, Coleen Jizelle C. Ison, Danniel M. Malong, and Joshua Jan M. Mejorada in partial fulfillment of
the requirements for the degree of Bachelor of Science in Business Administration major in Marketing Management, has been examined and is
recommended for acceptance and approval for oral examination.
FLORMANDO P. BALDOVINO, DBA

Thesis Adviser
Approved by the committee on oral examination with a grade of ________________

on ___________________________.
ROMERICO A. ALVAREZ, MBA JUSTINIANO L. SANTOS, CPA, MBA

Member Member
MA. TERESA M. HIDALGO, MBA
Chairperson
Accepted in partial fulfillment of the requirements for the degree Bachelor of Science in Business Administration.
CATHERINE L. GUIA, CPA, PhD

Dean, College of Business & Accountancy
Table of Contents
Title Page……………………………………………………………………………………1
Approval Sheet……………………………………………………………………….……..2
Table of Contents…………………………………………………………………….……..3
List of Figures and Tables………………………………………………………….……...5
Acknowledgments………………………………………………………….......................6
1. Abstract……………………………………………………………………….…............7
2. Background
2.1. Rationale of the Research……………………………………………………………8
2.2. Purpose of the Research…………………………………………………………....11
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2.3. Theoretical Framework………………………………………………………………12

2.4. Literature Survey……………………………………………………………………..14
2.5. Significance of the Research………………………………………………………..28
2.6. Statement of Desired Outcomes……………………………………………………30
2.7. Target Beneficiaries of Research Results………………………………………….31
2.8. Definition of Terms……………………………………………………………………32
2.9. Scope and Limitation of the Study………………………………………………….34
3. Description of Method or Approach
3.1. Research Design/Research Instrument/Data Gathering Procedures…………………………………………………………………………….......35
3.2. Respondents of the Study………………………………………………………………………………………..36
3.3. Sampling Design and Procedures………………………………………………………………………...............36
3.4. Hypotheses………………………………………………………………………........38
3.5. Data Analysis Plan…………………………………………………………………………...….………… 39
3.6. Research Paradigm/Conceptual Framework…………………………………………………………………………………..42
4. Results and Discussions
4.1. Business…………….………………………………….…………………………….......44
4.2. Date Establish……………………………………….………………………..……........45
4.3. Marketing Strategy…………………………………………………………………........45
4.3.1. Social Media……………………………….…………………………….....................46

4.3.2.Operating Hours…….…………………………...…………………………………,.....47
4.3.3. Assessing the Situation………………………………………..………………...……47
5. Conclusions…………………………………………………………………………....…...49
6. Recommendations……………………………………………………………………..…..50
7. References……………………………………………………………………………….....52
Appendices
A. Interview Protocol
B. Curriculum Vitae
List of Figures and Tables
Figure Page
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1 Target Beneficiaries 31
2 Data Analysis Plan 39
3 Research paradigm of the study 42
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Acknowledgments
Our sincerest gratitude to Dr. Flormando P. Baldovino, our adviser, who has been very thoughtful and supportive in guiding us despite the challenges
and hardships that we’ve been dealing with today because of the pandemic. He always tries his best to answer all of our inquiries even outside his
school or working hours. Were also grateful to Mr. Romerico A. Alvarez, Mr. Justiniano L. Santos, and Ms. Ma. Teresa M. Hidalgo for giving their
insights and suggestions in our research.
I also wanted to thank my group mates for fully cooperating with our thesis, I know that each and every one of us is affected by the pandemic
differently but they still even manage to do their part and sometimes beyond their part of what is being asked.
I also wanted to thank all the respondents and business owners despite their busy schedule and the pandemic that they’re experiencing also greatly
affecting their business as well but despite all those situations they were still able to answer all our inquiries and provide information that we needed.
Research Title: IMPACT OF COVID-19 PANDEMIC IN THE MARKETING

STRATEGIES OF MICRO ENTERPRISES IN A PHILIPPINE CITY
Name of Researcher : Coleen Jizelle Ison, Danniel M. Malong, Joshua Jan
M. Mejorada, Sophia Sandra Dy
Degree : Bachelor of Science in Business Administration
Specialization : Marketing Management
Name of Research Adviser : Dr. Flormando P. Baldovino
1.
Abstract
The purpose of this research is to find out the Impact of Covid-19 Pandemic in the Marketing Strategies of Micro Enterprises in
Lucena City. To acquire such results the researchers use structured open-ended questionnaires as its material for the one-on-one
interview with the respondents in order to acquire in depth information, with the collected information the researcher used coding
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and thematic analysis to analyze and examine the themes and patterns within the data. We aim to determine in this research the
type of business the respondents have, its nature, and what marketing strategies they’ve implemented to cope up with the Covid-
19 pandemic. We anticipate that those businesses that still continue operating have made some changes in order for them to
continue to operate their business. The significance of this research is to provide adequate information to future business owners,
local government units, as well as to the future researchers, since a pandemic is entirely unpredictable and shows devastating
results to the economy, especially to a third world country.
Keywords: Micro enterprise, Coding, Thematic Analysis, Marketing Strategies, Covid-19, Pandemic.
2.
Background
2.1. Rationale of the Research
According to Adrian Paul (April 2020) the corona virus disease 2019 (COVID 19) has greatly affected businesses, especially
micro, small, and medium enterprises (MSMEs), which comprise the majority of all businesses in the country in just a matter of
months. With the enhanced community quarantine (ECQ) forcing most establishments to close, MSMEs are struggling to cope with
the crisis caused by the pandemic.
The corporate world is one of the associations that is greatly disturbed by the COVID-19 pandemic; they are unable to pre-
determine the course of action of the said crisis. According to Muhammad (APRIL 2020) business continuity is the topmost
discussed agenda of all Organizations regardless of the size and nature of businesses due to COVID-19 pandemic. He also stated
that COVID-19 pandemic brought business to completely halt their physical activities just to be able to prevent the spread of
coronavirus. In situation like this, it is crucial for the business to react as quickly as possible in order to minimize impacts and other
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associated risks, and at the same time, prepare the organization for the further development of COVID-19 pandemic and its
possible scenarios (ENTREPRENEUR ASIA PACIFIC)
MSMEs have been greatly affected by the crisis, mostly the Micro-businesses, according to the International Trade Centre (2020),
businesses that were more competitive prior to the COVID-19 crisis were less affected by it. Because of their expertise, creativity
and financial ability, businesses with a higher capacity to change. Now, it shows that those businesses that are not financially
stable are now suffering due to lack of resources and knowledge on business forecasting.
Around the world countries are ramping up fiscal measures and financial aid programs to respond to the economic impact of the
said crisis. With our colleagues on the ground in Singapore, Malaysia, the Philippines, Hong Kong, Switzerland and the United
Arab Emirates (UAE), we look today at the various initiatives and schemes these countries’ respective governments have put in
place to support local small and medium-sized enterprises (SMEs). Around the world, countries are ramping up fiscal measures
and financial aid programs to respond to the economic impact of the COVID-19 pandemic (Fintech News.sg).
As potential future business owners, the researchers wanted to answer the question, why and how is that some businesses can
be able to survive and manage to operate in the midst of the pandemic with the customers being highly prohibited to go outside
their home that make it hard for the businesses to access them.
This study aims to determine the marketing strategies implemented by the micro-business owners in Lucena city. As future
business professionals, the researchers identify the respondent’s business marketing strategies that have been implemented
during the COVID-19 pandemic to continue their business operations.
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The broad objective of the study is to determine the impact of the COVID-19 pandemic to the micro-businesses and their
solution on the said crisis. The specific objectives of the study are to identify the marketing strategies that they’ve come up with as
a response, the decision making they made in accordance to the strategy they’ve implemented and the outcome of the said
strategy they’ve created.
2.2. Purpose of the Research
This research seeks to determine the marketing strategies on various micro enterprise businesses in Lucena City that they’ve
implemented during the COVID-19 pandemic. Our research aims to answer the following questions:
1. What micro business do they have?
2. When did they establish their business?
3. What are the marketing strategies they’ve implemented during the Covid-19
pandemic?
4. How did Covid-19 pandemic affect the marketing strategy planning of the
micro businesses?
2.3. Theoretical Framework
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In the theoretical framework the researchers present different theories to further strengthen and support their study. The are
three topics or theories that are relevant for this study; these are relationship marketing, segmentation, and marketing mix.
Relationship Marketing
“This approach views customers as the most important asset of the company. Relationship marketing rests on two major
activities. First, the company should attract customers by offering high-quality goods or services. Second, the customer base
should be retained by methods such as assigning individual account managers, offering excellent customer service and increasing
product variety.” (Sarkissian, A.)
Relationship marketing is simply the attraction and retention of the customer by doing so would greatly benefit the business
especially when it comes to their sales, and the retention of customers are rather cheaper but when attracting new ones would
simply cost a lot, thus relationship marketing aims to build long term relationships with the customer.
Segmentation
“Market segmentation is the craft of presenting a company's product to segments that want it, can afford it, and know how to
access it. Business owners and marketers who identify these segments based on demographics, behaviors and desires can
concentrate their marketing efforts on the customers who are most likely to buy.” (Smith, S.)
Segmentation deals with determining the customers using various factors, after determining them, then it will proceed with its
categorization, it can be based on needs or wants, their purchasing power, and according to the trend.
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Marketing Mix
The idea of a marketing mix is to organize all aspects of the marketing plan around the habits, desires and psychology of the
target market. This orientation considers marketing as it applies to the theory of the "4 Ps." The first P is a product, and takes into
account its design, features and competitors. The second P, price, is a factor that can be adjusted to manage demand, to
determine profit margin, and to drive market share. Promotion is the third P. It seeks to find which media to engage in order to
make the right people aware of the product's benefits, and which slogans, taglines and logos will resonate with the target market.
Placement, the fourth P, determines where and how potential customers can access the product. (Smith, S.)
Marketing mix is heavily used and considered as basic information either on marketing or economics, micro business owners
consider this theory or knowledge that they apply on their businesses.
2.4. Literature Survey
Many businesses are suffering due to the pandemic that we are experiencing, which is the COVID-19. The small or micro
businesses are the ones suffering the most because of the said crisis, they’re dealing with a bunch of great risks and an uncertain
time for them to operate, carolinasmallbusiness.org stated 3 holistic approach in order to assist the current and future small
business owners, like providing long-term financing assistance, increased provision of technical assistance, and strengthening
social networks, all of it which are necessary in order for those businesses to survive and those that are planning to open a
business.
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According to carolinasmallbusiness.org (2020) "the COVID-19 response is no exception to that general rule. Current policy
proposals include suspending payroll taxes and creating a national sick leave policy. Regardless of the merit of these proposals,
they tend to benefit larger businesses. On the small business front, the SBA has been authorized to provide small business loans
for firms that suffer economic injury related to COVID-19."
Where a stringent policy response is deemed necessary, business will inevitably be impacted, with both near-term effects and
less-expected longer-run consequences (Smith-Bingham et al., 2020). Travel restrictions and quarantines affecting hundreds of
millions of people have left Chinese factories short of labour and parts, disrupting just-in-time supply chains and triggering sales
warnings across technology, automotive, consumer goods, pharmaceutical and other industries. Commodity prices have declined
in response to a fall in China’s consumption of raw materials, and producers are considering cutting output.
The mobility and work disruptions have led to marked declines in Chinese consumption, squeezing multinational companies in
several sectors including aviation, education abroad, infrastructure, tourism, entertainment, hospitality, electronics,
consumer and luxury goods.
Overall, China’s GDP growth may slow by 0.5 percentage points this year, taking at least 0.1 percentage point off global GDP
growth. This will ripple through developed and emerging markets with high dependencies on China – be that in the form of trade,
tourism or investment. Some of these countries exhibit pre-existing economic fragilities, others (acknowledging an overlap) have
weak health systems and thus lower resilience to pandemics. Many Asian and African countries lack surveillance, diagnostic, and
hospital capacities to identify, isolate, and treat patients during an outbreak. Weak systems anywhere are a risk to health security
everywhere, increasing the possibility of contagion and the resulting social and economic consequences.
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A good marketing strategy can be very beneficial to any business, “Marketing strategy” may refer to a process or to its
outcome. A comprehensive marketing strategy specifies the who, when, where, why and how of the business. A complete
marketing strategy will stipulate each of these essential aspects of the way the company goes to market. A sound strategy must
eventually reduce to meeting some specific needs of some specific customers better than the competition within the profitable
relationships (Mooradian et al., 2012). Furthermore, at its core, strategic marketing involves crucial decisions about which
customers and what needs the firm will serve those needs. In other words, strategic market-oriented strategy, focusing the
organization on the customers it serves and the needs it meets. This is the essence of the “marketing concept.” Peter Drucker
famously summarized this idea: “There is only one valid definition of business purpose: to create a customer. It is the customer
who determines what a business is. He alone gives employment.” This simple statement is sometimes misunderstood; it does not
mean that a company should try to meet the needs of all customers. It means that “the customer is always right,” or that serving a
customer is disconnected from generating profits. Drucker’s advice and the marketing concept it summarizes are best understood
as focusing the business on meeting some specific needs of some specific customers better than the competition within profitable
relationships. The marketing concept suggests that if we take good care of our customers, everything else such as sales and
profits will follow (Mooradian et al., 2012).
Micro business only has limited options of marketing strategies, according to a study by King. S., (2018) Creating marketing
plans that contribute the effective expenditure of resources and promote profitability is a task for small business leaders such as
small restaurant owners. But the major obstacle for small business owners that is largely due to resource limitations is developing
a relationship with customers via marketing. Marketing strategies for small–medium enterprises are different from large enterprises.
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Strategic execution of market and competitor analysis and adjusting marketing strategies to meet target revenue and profitability
goals are tasks for owners of small businesses (Fiore et al., 2013). The 2 ability to react to changes in market conditions is an
internal factor that influences (Moorman & Day, 2016).
Furthermore, King. S., (2018) stated that “I used the results from the study to validate word of mouth as a powerful marketing
strategy which small restaurant owners should use”. Positive word of mouth marketing has a stronger influence on brand purchase
probability (Aaker, 1991; Vanhamme et al., 2012). Small restaurant owners can use valuable resources and customer relationship
marketing to influence marketing planning and develop marketing programs (Magnusson et al., 2013; Paulsen, 2017). The findings
of the study confirmed limited financial resources could constitute barriers when developing and executing marketing plans to meet
profit targets (Barnham, 2015). Results confirmed executives should create a portfolio strategy that includes product development
and brand equity to improve profitability levels (Khan, 2014b; Mohammed et al., 2014; Stahl et al., 2012). Theme 3 on brand
differentiation aligned with literature on effective brand strategies. Small restaurant owners can drive brand development and
create new platforms for market campaigns (Bundy, 2017). Small restaurant owners should incorporate marketing practices to
promote the brand image, drive sales, and interface with customers for a high level of customer satisfaction (El Haddad, 2015).
The article from the marketing through Corona virus entitled “How to pivot your ecommerce marketing plan in times of crisis.”
Reminds business owners and entrepreneurs to reanalyze your marketing plan with COVID – 19 in mind because this is a health
crisis that has never been seen before, so it’s no surprise that it came with disruptions to the supply chain, hoarding of toilet paper
and hand sanitizer, empty shelves at grocery stores, and stress on Amazon’s warehouses. In times like these, you need to be able
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to respond to change in real time. For the first few weeks after the U.S. began taking serious measures to combat the spread of
coronavirus, the situation seemed to change daily, having ripple effects on people’s feelings and behaviors. (Fryer, 2019)
Moreover, one of her tips on how to manage a business plan during this pandemic is to stop, relax and don’t panic. The second
part of not panicking is to not immediately pull back on all your digital marketing efforts. It may seem like a prudent option to cut
marketing budgets to preserve cash flow, but consider what’s known as the “mere exposure effect or the phenomenon that being
exposed to something more will make you like or appreciate it more. Keeping your business in front of consumers could help
improve their perception of your brand even if they’re not buying right now. (Fryer, 2019)
As the world grapples with COVID-19, it is imperative to take into account what the post-COVID world is going to mean for those
of us in the digital marketing realm. The pandemic has accelerated the speed at which we are “going digital” and has given new
power to many online industries. Never before have we been so dependent on Amazon or Zoom to simply get through the day,
which means that as digital marketers, we want to make decisions that use this new reliance on technology to our advantage.
(Hooper, 2019) Furthermore, against this backdrop, The CMO Survey conducted a Special COVID-19 Edition, asking marketing
leaders at U.S. for-profit companies to share their survival strategies, KPIs, and predictions about the future. What emerged was
surprising: While marketers acknowledge the present challenges, they also spot emerging bright spots. In fact, most marketers
agree that the marketing strategies they have developed and used during the COVID-19 pandemic will be important opportunities
for their companies over the long term (5.6 out of 7). We share the most surprising strategies and missed opportunities. (Moorman,
Kirby, 2020)
According to the WHO, a pandemic involves the worldwide spread of a new disease (Feelan). The COVID-19 pandemic has
resulted in a loss of human life and poses an unprecedented challenge to public health, food systems and severe social and
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economic effects worldwide. By raising the demand for certain treatments, a pandemic can also increase the pressure on
healthcare systems. This pandemic affected us in different aspects in life like having wardrove addition, we are required to wear a
face mask and face shield every single time. People having anxiety and depression this pandemic took a serious toll on people’s
mental health, some of the factors of it are our social isolation, school and university closures, unemployment and other financial
worries, as well as the threat of the disease. This is like a wakeup call for all of us that we really need to protect our health,
livelihoods, food security and nutrition to make sure that our “new normal” is a better one.
Consumer demand patterns are shifting, global supply chains are disrupted and remain under pressure, and different regions,
markets and governments are responding uniquely to the COVID-19 crisis. Companies must continuously adapt to new and
uncertain market conditions. Informed by daily conversations with our clients, we offer industry-specific advice on what leaders
should consider doing now and next (Accenture). Some businesses still continue their production amidst Covid-19 pandemic. The
pandemic affects businesses financially and how could they continue operating. Having new business strategies would definitely
help you establish a stronger business than before. Economies everywhere have also been upgraded, as companies in different
sectors have been forced to temporarily close or adjust their normal working arrangements. The pandemic has negative and
positive economic impacts, one of the negative economic impacts is through competition. The increased usage of online platforms
could be one factor. A select number of retailers are heavily dominated by eCommerce. The pandemic has also caused positive
changes, despite the struggles brought on by COVID-19. In fact, this year, business leaders saw more positive developments than
negative ones. One of the positive economic impacts is internal collaboration within companies. While external collaboration got
worse, internal collaboration improved. So, in order to maintain your business during this pandemic make sure to be strategic
about your digital marketing efforts and always consider your customers' perspective when interacting with them.
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The coronavirus disease of 2019 (COVID-19) has confined customers to their homes, compelled most businesses to move to a
remote work mode, and kept essential services open, if not busier. This calls for businesses to check the health of their companies
and immediately respond to this ongoing crisis, as esteemed leaders from diverse sectors discussed in the fourth online forum of
the Philippine Marketing Association (PMA) last April 15. The panel, all of whom are awardees of PMA’s annual Agora Awards,
shared their experiences on how they have been sustaining the health of their businesses during the crisis. According to Ana Maria
Aboitiz Delgado, chief customer experience officer of UnionBank, shared that the bank is up and running in full force, with 90% of
their workforce running the bank securely from home. She also added, “The fact that we heavily invested in digital over the last few
years has prepared us to ride out this crisis well and to continue to serve our customers as they should be served,” In sustaining a
business we should know some initiatives during the ECQ. Extending loan due dates, waiving bank transfer fees, reminding
customers not to share confidential details like one-time pins, and rolling out its 5G-enabled Bank on Wheels to complement ATMs
are just a few of the steps UnionBank has taken. UnionBank's introduction of remittance services through the bank's mobile app,
which was the result of collaboration with remittance firms, is a noteworthy initiative. We should also adjust to uncertain situations
like for example Mr. Wieneke advised businesses to get out of a shocked state of mind and accept the reality. “You cannot hide
from reality. If you hide from reality, you will lose everything,” he said. “This is the time where you assess already and innovate your
product.” He added that the mentality of the startup will serve as their weapon in fighting the effects of the crisis, since every
business has started small and so have been accustomed to this kind of mentality.
COVID-19 has had an influence on countries all over the globe. With no cure in sight, social isolation is the only way to prevent
the infection from spreading. However, purchasing habits have been dramatically altered during these periods when people are
sitting at home and working remotely. Coronavirus is and will always be one of the greatest challenges this generation has
encountered, and its consequences will be felt for many years to come. Candidate vaccine clinical trials have started. However, for
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the time being, social distancing and remote work are the only options for keeping people safe. We're seeing a lot more people
buying and stocking up on essentials in a panic. People are choosing home-cooked meals or frozen food to restaurants and
delivery services. Travel restrictions have an effect on tourism, hospitality, and travel. And people shopping on the internet and on
handheld devices. Moreover, each crisis leaves a long-term psychological impact on customers. While some might play it safe for a
long time, others may want to indulge as a rebound. According to Lynne Clement, client success specialist at Apex Drop,
exclusively told MarTech Advisor, “Consumer attitudes and behaviors are changing. Marketers must start there. Life before COVID-
19 revolved around going to work, grocery stores, malls, gyms, restaurants, movies, and schools. During COVID-19, we'll adapt to
working, shopping, exercising, entertainment, and learning at home. Digital experiences will replace in-person experiences. Some
of the new habits will become the new normal – even after the crisis passes. Looking ahead, the best companies in the world will
prepare now for how to meet the needs of consumers (where they're at) when the recovery period begins. Don't expect consumers
will return to the same place.” Marketers should use resilience, ingenuity, agility, and empathy to withstand the negative sentiment
and economic downturn. Marketers must proactively reach out to customers where they are as their lifestyles adjust to staying at
home. We talked with some marketing experts to get their perspectives about how marketing tactics have developed.
The novel coronavirus disease, COVID-19, has brought significant change to people’s lives and business activities nationally,
regionally, and globally. The Philippines took swift action including enhanced community quarantine (ECQ) to contain the pandemic
and launched an emergency subsidy program with massive public spending to support disrupted households and businesses. The
strict lockdown ran from mid-March to the end of May 2020 in the national capital region and high-risk provinces, causing huge
economic losses. Six months after the March lockdown, the Philippine economy has moved to the recovery stage, but micro, small,
and medium-sized enterprises (MSMEs) are continuing to confront a sharp drop in demand and revenue. We examine the initial
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impact on MSMEs of the ECQ and lockdown measures using evidence obtained from a rapid nationwide survey conducted from
the end of March to mid-April 2020 and derive policy implications (Shigehiro, S., Nagraj, L., 2021)
2.5. Significance of the Research
With the pandemic we are experiencing today, many employees with a fix income are greatly affected by the crisis, and another
thing that are greatly affected are the business owners, many businesses shut down because of the COVID-19, while some still
manage to resume their operation it also comes with a cost, like adjusting and complying to the protocols given by the government.
Our research aims to identify and determine the impact of COVID-19 pandemic in the marketing strategies on the micro
enterprises here in lucena city, Quezon. With that in mind, the findings of our research aim to contribute to the following.
For the Business Owners, they could use our findings as reference if a crisis like COVID-19 were to occur again in the future.
For the Government or the Local Government Unit (LGU), LGU’s have control over the public especially when imposing a
guidelines or protocols on the pandemic, with the result of our research, they’ll have some knowledge on how a micro business will
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operate on this kind of situation and how these businesses are affected with the said pandemic, and most importantly how they can
help the micro-enterprises inside their city.
For those People Who Wants to Open a Business, with our findings they were able to know what kind of marketing strategies
they could implement on their business that they'll be going to open during the time of the pandemic that may help them to cope up
with it and still generate profit.
And for the Future Researchers, the ideas and results presented may be used as reference data in conducting new research or in
testing the validity of other related findings.
2.6. Statement of Desired Outcomes
The study identified the marketing strategy that micro-enterprises in Philippine City conducted and implemented to still make
promotion and marketing that help them to generate profit in the midst of pandemic. As a result, the study found that the Covid-19
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pandemic greatly affected the respondent’s marketing strategy and marketing sales as a whole that make the sales harder to
generate.
2.7. Target Beneficiaries of Research Results
The Target Beneficiaries of Research Results (those direct and indirect beneficiaries of the study conducted by the researchers,
who and how many are).
Target Beneficiaries Total
1. Learners (Direct)
Benefits: Can be used as a future reference for future studies and also as insight 40
as a future entrepreneur.
2. Business Owners (Direct)
Benefits: Can be used in strategies with or without a Pandemic. 500
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3. Future Business Owners (Direct)
Benefits: Ideas and insights how to still manage to operate in the midst of Unmeasurable
Pandemic.
4. Local Government Units (LGU’s) (Indirect)
Benefits: Local Communities will continue to 1
generate income.
2.8. Definition of Terms
These are the terms that could be unfamiliar for the readers and maybe needed to be explained for deeper understanding of the
study.
4’Ps, abbreviation used for Product, Place, Price and Promotion a foundation model for businesses in the form of “marketing mix”.
COVID-19 Pandemic, it is also known as the coronavirus pandemic, is an ongoing pandemic of coronavirus disease 2019
(COVID-19) caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2).
Crisis, is any event or period that will lead, or may lead, to an unstable and dangerous affecting an individual, group or all of
society.
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ECQ, term used for Enhanced Community Quarantine. It is a series of stay-at-home orders implemented by the government.
Entrepreneur, an entrepreneur is an individual who creates a new business, bearing most of the risks and enjoying most of the
rewards.
International Trade Centre, is a multilateral agency which has a joint mandate with the World Trade Organization and United
Nation through the United Nations Conference on Trade and Development.
LGUs, term for Local Government Units. Which means the local government in the Philippines like provinces and independent
cities.
Marketing Strategy, a marketing strategy refers to a business's overall game plan for reaching prospective consumers and turning
them into customers of their products or services.
Micro Enterprise, it is a business operating on a very small scale, especially one with a sole proprietor and fewer than six
employees.
MSMEs, refers to micro, small and medium enterprises that are small sized entities defined in terms of their size of investment.
Protocols, is a term used for the official procedure or system of rules governing affairs of state or diplomatic occasions.
Qualitative Research, Qualitative research involves collecting and analyzing non-numerical data to understand concepts, opinions
or experiences.
Thematic Analysis, Thematic analysis is a method of analyzing qualitative data. It is usually applied to a set of texts, such as
interview transcripts. The researcher closely examines the data to identify common themes – topics, ideas and patterns of meaning
that come up repeatedly.
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2.9. Scope and Limitation of the Study
The study research was limited to find out the impact of COVID-19 Pandemic in the Marketing Strategies of Micro Enterprises in
Lucena City. The researchers use open ended questions to determine the various marketing strategies implemented and the result
of the said strategies implemented in terms to its customer, as well as the result of the said strategies on the micro businesses
itself in order for them to survive or to continue their business operation due to impact of COVID-19 Pandemic.
However, it is important to mention that there are other factors that are responsible to find out the impact of COVID-19 in the
Marketing Strategies of Micro Enterprises in Lucena City. These other factors were not explained in detail and only limited to the
data that has been gathered to the following respondents.
3. Description of Method or Approach
3.1 Research Design/Research Instrument/Data Gathering Procedures
The researchers conduct an interview on their respondents, with descriptive case study as its research design to know the
impact of the COVID-19 pandemic on the micro businesses. The researcher prepares a structured open-ended question to be
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asked in order to collect more in-depth information from the respondents which are the micro business owners. In the interview one
for the researcher will talk directly to the respondents to ask the question while the other researcher took down notes, the
researcher also prepares an interview protocol.
When conducting the interview, the researchers would ask readily prepared questionnaires which would be asked to the
business owners in order to gather in depth data which would contain descriptive information which would be further analyzed
using thematic analysis and coding.
3.2 Respondents of the Study
The respondents of this study is the selected business owners of a micro enterprise whose businesses are located in Lucena
City Quezon, the business owners need to have a present and still operating business, the respondents would be composed of 3
or more business owners, which would be interviewed by the researchers using structured open-ended questions.
3.3 Sampling Design and Procedures
In order to satisfy the objectives of the dissertation, qualitative research was held. The utilization of the interview is represented
by the selected micro business owners of Lucena City. The main characteristic of qualitative research is mostly appropriate for
small samples only. Since the study is about “IMPACT OF COVID-19 PANDEMIC IN THE MARKETING STRATEGIES OF MICRO
ENTERPRISES IN LUCENA CITY.”
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The researchers decided to propose qualitative research and use purposeful Sampling, also known as purposive and selective
sampling, purposeful sampling is a sampling technique that qualitative researchers use to recruit participants who can provide in-
depth and detailed information about the phenomenon under investigation. It is highly subjective and determined by the qualitative
researcher generating the qualifying criteria each participant must meet to be considered for the research study since its outcomes
are not measurable and quantifiable.
Based on the theory of (Collis & Hussey, 2003) the basic advantage of this kind of research method, it constitutes the basic
difference with quantitative research. Qualitative research involves a description and analysis of a research subject.
Qualitative research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and
motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.
(Wyse, 2011).
3.4 Hypotheses
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This study wants to prove that Covid-19 pandemic had an impact on the micro-businesses in Lucena City and there some
strategies that the business owners did to overcome the problem.
Thus, this is the null hypotheses were drawn from the problem:
01
H : There are changes that occur with the businesses marketing strategy due to the pandemic.
3.5 Data Analysis Plan
The study was conducted as a part of a qualitative method and in the planning of the research project the data has been
collected by means of interview through the use of the internet to be able to get the complete information from the micro-business
owners that are located in Lucena City. The general objective of the study is to determine the different strategies that the micro-
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businesses in Lucena City implemented as a response to the Covid-19 crisis. The data was collected and analyzed. Thematic and
coding methods are being used in the analysis of data.
Statement of Purpose Data Analysis Tool
THEMATIC; CODING
1. What micro business do they have?
THEMATIC; CODING
2. When did they establish their business?
THEMATIC; CODING
3. What are the marketing strategies they’ve implemented during the
Covid-19 pandemic?
THEMATIC; CODING
4. How did Covid-19 pandemic affect the marketing strategy planning of
the micro businesses?
Thematic analysis is a method of analyzing qualitative data. The researchers gathered data through interview transcripts. The
researchers decided to closely examine the data in order to identify common ideas and patterns of meaning that come up
repeatedly. The researchers believed that thematic analysis is a good approach to this research, wherein the researchers can
figure out the thoughts of the respondents following views, opinions, knowledge, experiences or values from a set of qualitative
data. The researchers collected data from the respondents and then analyzed it. Thematic analysis serves as a flexible method
wherein they interpret data and becomes easier by sorting the gathered data into broad themes and figure out the similarities. To
make data-driven decisions based on customer feedback, researchers use coding and other qualitative data analysis methods.
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This method is to be used by going through the transcript of every interview and identifying the similarities and potentially relevant
datas. The researchers use coding methods to evaluate the customer reviews. These codes allow the researchers to gain a
condensed overview of the main points and common meanings that recur throughout the data which makes it easier to interpret
and assess consumer satisfaction with greater precision.
3.6 Research Paradigm/Conceptual Framework
On the basis of the foregoing concepts, ideas, theories and findings of related literature, studies presented, and insights taken
from them a conceptual model was made.
INPUT PROCESS OUTPUT
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The impact of Covid-19 Interview on micro-business Discovery of marketing
pandemic on the marketing owners about the marketing strategies implemented by the
strategies of micro businesses strategies they implemented micro-business owners during
located in Lucena City. during the Pandemic: Data the Pandemic.

gathering, analysis and coding
Figure 1: Research Paradigm
The figures show how the input-process-output model will be used as its conceptual framework. The researchers will interview
micro-business owners whose businesses are located in lucena city, regarding the impact on their marketing strategies in the midst
of pandemic. After gathering the necessary data, the researcher will use thematic analysis and coding which would help in
segmenting, categorizing, and reconstructing the results of the interview, then it could proceed to analyzing the various impacts on
marketing strategies during COVID-19 pandemic.
4.
Results and Discussion
The purpose of this research is to find out the Impact of Covid-19 Pandemic in the Marketing Strategies of Micro Enterprises in
a Phillippine City by collecting various data, pertaining to determining the impact of Covid-19 pandemic on their business, we aim
to determine on what business do they have, when it is been established, the marketing strategies they’ve implemented during the
Covid-19 pandemic and lastly by determining on how Covid-19 pandemic affected their marketing strategy planning on their
business. With that in mind we interviewed various business owners whose businesses are located in lucena city, using structured
open-ended questions, we sent the set of questions to them ahead of time before conducting a zoom video or audio call.
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After conducting the interview, we are able to gather necessary data for our research, we are able to proceed with the coding
and thematic analysis of the data, after the researchers familiarize with the data, they use appropriate code and use various
themes that are related and are in line with the aims of their study.
All the participants said that their businesses are indeed affected by the said pandemic. The following sections are the themes
that the researchers come up with from the analysis of the interview transcripts.
4.1 Business
The respondents businesses consists of a gold shop, gym, and a restaurant, the said establishment all have a physical store
wherein their customer could visit when transacting with the said business, according to the respondents their micro business are
severely affected by the pandemic especially when the government imposed a lockdown, according to one of the respondents “
when the community lockdown occur the business drop its income all of the sudden” it clearly shows the impact of the Covid-19
pandemic.
4.2 Date of Establish
The aforementioned businesses were been establish at the year 2014 2015, and 2019 respectively, it shows that the said
businesses operated way back even before the pandemic hits, it is crucial since the aim of this research is to distinguish the impact
of Covid-19 pandemic on various micro businesses, thus it needs to be operating before the pandemic hits.
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4.3 Marketing Strategies
Due to the huge economic disruption caused by Covid-19 Pandemic the government is forced to implement a lockdown
resulting to people aren’t able to outside of their home, as well as resulting into businesses aren’t able to operate, after the
lockdown many businesses are force to shut down while others are able to continue by adjusting and adapting with the said crisis,
thus the changes that they’ve made on their business as well as on their marketing strategy planning like changing their employees
work hours, relying to social media to advertise their business, and by assessing the situation of their business.
4.3.1 Social Media
Most of the participants said that they mostly rely on social media in conducting their promotion and advertisement as one of
their strategies to still attract some customers. Because as the pandemic grows day by day and seems to last longer than they
expect, they face various adjustments that force them to do what they are not used to doing. The respondents tend to post a lot of
promotional materials online.
“To be connected with the audience or with our followers, we include personal touch like announcing storm, or internet interruption,
so to create connection with us, for them to know that we are also human, that the page is not automated, we post stuff like that
also sometimes memes to get the audience”.
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They are now building connections through informal and semi-formal interaction with the consumer because they mentioned
that it is now a challenge to retain the level or standard number of customers. And Social media is the best platform that they can
rely on when it comes to advertisements and promotional purposes in the middle of the pandemic.
4.3.2 Operating Hours
Recessions have not been the primary problem with regards to the business’s employees, rather the changes in operation
hours and the employee’s wages. It has been a tough challenge for the businesses but they didn’t let their employees suffer more.
The respondents just make a gradual change so that they can retain their people. They have to decreased their work ours and that
also leads to decrease in salary because they’ve mentioned that
“about their salary it’s hard for us to a final breakdown of their salary because they have a working hour of 6.5 hours, they have to
do it on shifts am and pm in their salary it decreases but the benefits remain the same”
so, they have considered giving more free stuff and services for their customers just for them to satisfy the customers. Also, they’ve
adjusted and adapted new forms and modes of delivering the products. And lastly, they are forced to have night shifts to still get
some more sales that they need.
4.3.3 Assessing the Situation
In line with the recent theme, before any businesses can even adapt or act accordingly with the crisis, they must first assess
their situation as well as the situation of the business, according to our respondents,
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“to survive we have to conduct proper assessment of the variable, expenses investment and profit this assessment will give clear
picture for us to(where) stand financially”,
aside from that they also experience difficulties like
“in lockdown we don’t deliver house to house but now pandemic since we can’t go outside, and it’s hard to commute, so we offer
door to door delivery with delivery charge, that’s our main changes right now”,
By assessing their situation they’ve come up with various ways to deal accordingly to the problem they are experiencing, Covid-
19 pandemic affects various businesses differently. It depends on whether they provide goods or services as well as the nature of
the business, its 4 P’s and other factors as well.
4.4 Considering Various Factors
According to the respondents, because of the pandemic their marketing strategy planning is affected causing them to consider
various factors like social media, Inter-Agency Task Force(IAFT) Guidelines, community quarantine, and opening to the option of
catering to other customers online or by having a delivery service.
5. Conclusion
This part of the thesis will justify the thesis title, purpose, objectives, hypothesis, and as well as the result of the research. The
main objective of this title is to ascertain the impact of Covid-19 pandemic in the marketing strategies of the micro businesses in
Lucena City, in our interview we are able to gather information that are under the purpose of our study.
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As for the result and discussion the commonly found theme among the businesses are about the disturbance or disarray, social
media, and adjustments. The relevance of this research is that its result can be used by other businesses as well and to know what
strategy can they implement during the same scenario being experienced.
In conclusion:
1. In terms of what kind of businesses, the respondents have there are a gold shop, an eatery, and a gym business, so we have
two businesses offering a product while the other one offers a service to their customer.
2. All of the businesses were established way back even before the pandemic affected them.
3. Due to the crisis all businesses especially the micro enterprises who are heavily affected are implementing various marketing
strategies in order to cope up with the crisis, in order for their business to survive and able to operate amidst the pandemic.
4. Because of the pandemic the businesses marketing strategy now consists of factors that they didn’t include before like social
media, the IATF Guidelines, community quarantine, and option to cater customers thru an online platform.
6. Recommendation
1. Future business owners and business owners may want to increase their social media exposures and include business
operations to some social media platforms to increase their sales even if there is no Pandemic but most importantly if there is one.
2. Micro-businesses should learn some good social media skills mainly to attract customers in the midst of pandemic. As it is the
main platform that can be their biggest option to continue their operation.
3. Future researchers may include more service-related micro-business to gain more new knowledge about some strategies that
can be used in Pandemic conditions.
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7. References
Accenture. (2020). Outmaneuver uncertainty: Navigating the human and business impact of Covid-19. Retrieved from
https://www.accenture.com/sk-en/about/company/coronavirus-business-economic-impact
Conoza, A.P. (2020). How to sustain a business during COVID-19 crisis. Retrieved from https://www.bworldonline.com/how-to-
sustain-a-business-during-covid-19-crisis/
Fryer, J. (2019). Marketing through Coronavirus: How to Pivot Your Ecommerce Marketing Plan in Times of Crisis. Retrieved from
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https://www.bigcommerce.com/blog/covid-19-marketing/#reanalyze-your-marketing-plan-with-covid-19-in-mind
Felman, A. (2020). Pandemic or Epidemic? Retrieved from https://www.medicalnewstoday.com/articles/148945
Grover, V. (2020). How Will Marketing Strategies Evolve in Times of Coronavirus (COVID-19)? Retrieved from
https://www.martechadvisor.com/articles/customer-experience-2/covid-19-marketing-strategy/
Hooper A. (2019). 6 Post-Pandemic Marketing Strategies with Long-Term Benefits. Retrieved from
https://www.wordstream.com/blog/ws/2020/10/27/post-pandemic-marketing-strategies?fbclid=IwAR1k7G8l_BR1dculj-
00HwfGUyrElyDFtBbeEhiH4RPxOyCZSsVKuMta1e8
King, S. (2018). Marketing Strategies for Small Business Sustainability. (pp.8). Retrieved from
https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=7331&context=dissertations
McCall, J. (2020). Theory to Practice: Small businesses, economic development, and the black swan of a COVID-19 pandemic.
Retrieved from https://carolinasmallbusiness.org/2020/03/theory-to-practice-covid-pandemic/
Mooradian, T., Matzler, K., & Ring, L. (2012). Strategic Marketing. (pp.1-2). Pearson.
Moorman, K. (2020). The top emerging marketing strategies and missed opportunities from the special COVID-19 edition of The
CMO Survey. Retrieved from
https://www.ama.org/marketing-news/5-marketing-opportunities-in-the-covid-19-era/?
fbclid=IwAR0M4ci7ziuXX0QpcBICTn9LRnIHNgUXvPsN1sTIpk0QbhKc_UKHuSsPgTA
Perez, D. (n.d.). What Is Attribution in Marketing? Retrieved from https://smallbusiness.chron.com/attribution-marketing-35917.html
Shigehiro, S., & Nagraj, L. (2021). COVID-19 Impact on Micro, Small, and Medium-Sized Enterprises under the Lockdown:
Evidence from a Rapid Survey in the Philippines. Retrieved from https://www.adb.org/publications/covid-19-impact-msme-under-
lockdown-evidence-rapid-survey-philippines
Smith-Binghan, R. (2020). This is the impact of coronavirus on business.
This is the impact of the Coronavirus on business. Retrieved from https://www.weforum.org/agenda/2020/02/why-is-coronavirus-a-
global-business-risk/
Taylor, E. (n.d.). What Are Product-Based Marketing Strategies & Customer-Based Marketing Strategies? Retrieved from
https://yourbusiness.azcentral.com/product-scope-8558.html
Social Media Marketing: Strengthen marketing strategy through
online platforms.
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1. More knowledge and skill to have about Online Marketing

2. To adapt the New Normal Marketing
Objective(s):
3. To develop new opportunities and capabilities achieving
efficient marketing performance on online platforms as we deal
with the new normal.
4. To boost confidence, and increase motivation and
engagement.
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· Participants will have more knowledge about Online

Platforms and on how it can be used to increase Market sales in
Result(s)
the new normal season.
desired:
· Participants will learn skills and strategies about online
engagement through several tactics that can be done online.
· Participants will have more confidence and will be more

equip to increase self-belief, boosting well-being and reducing
helplessness.
2-4 HOURS
Time:
· New Normal and Marketing.
TOPICS TO · Different platforms that can be used to online marketing.
BE · Using Entertainment and Reliable news as engagement tactics.

DISCUSSED:
· Best platforms to be used in online marketing and how to
maximize it.
· Knowing your target market.
· Micro-business owners in the Philippines
PARTICIPANT · Future micro business owners in the Philippines
S:
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LGUs (Local Government Units)

Responsible
for the
Training:
Interview Protocol
Mam/Sir can I have your permission to record our conversation?
Good morning my name is ______________ and I will be facilitating this one-on-one interview along with my groupmate ______________. The goal of
this project is to determine the extent of the impact of covid-19 pandemic in terms of the marketing strategies implemented by the micro enterprises in
lucena city in response to the said crisis.
Our group wants to know what are those impacts and the marketing strategies implemented by the business owners or generally what is the course of
action taken by the business owners.
If there are no further questions, let’s get started with the first question.
[Note: the researcher will use phrases such as “Tell me more”, Could you give me an example?”, “Could you explain that?” as prompts to solicit more
detailed information when needed]
Questions:
1. Can you please state your name, age, sex, and your educational attainment?
2. What is the name of your business? And your position in it?
3. What is the nature of your business? Are you offering a product or service?
4. When did the business start?
5. How did the pandemic affect your business?
6. How did it affect in terms of price? Product? Place? And Promotion?
7. What marketing strategy or what course of action did you do in general in order for your business to survive?
8. When you experience the pandemic or the lockdown, what did you do in order to attract customers after the lockdown? Are there any changes with
the day-to-day operation in the business?
9. How did COVID-19 affect you in terms of:
your employees.
Did you get a loan?
and/or did you incur a loss?
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COLEEN JIZELLE C. ISON
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Ibabang Dupay University Site, Lucena City, Quezon
S.Y. 2016 – 2018
Junior High School
Quezon National High School
Iyam, Lucena City
S.Y 2014 – 2016
TRAININGS / SEMINARS
“Business and Management Degrees:
Global Competitiveness of Business
Students in the Philippines”
Held at MSEUF Little Theater
September 28, 2016
“Regional Accounting Summit”
Held at Manuel S. Enverga University
Foundation, Lucena City
March 26, 2017
“Financial and Certification Awareness”
Held at Manuel S. Enverga University
Foundation, Lucena City
March 28, 2019
“Strengthening the Efficiency of a Business

Student in Accumulating Figures for Research Study”
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Held at EMRC VI (ABC) Manuel S.
Enverga University Foundation
Lucena City
April 15, 2019
“Leadership Conference and NSRC Orientation”
Held at University Gymnasium Manuel S.
Enverga University Foundation
Lucena City
April 27, 2019
PERSONAL INFORMATION
Date of Birth: April 28, 1999
Birth Place: Lucena City, Quezon Province
Nationality: Filipino
Gender : Female
Civil Status: Single
Height: 5’4”
Weight: 55 kg.
Religion: Roman Catholic
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DANNIEL M. MALONG
Address: Rose Street Brgy. Mayowe Tayabas City Quezon
Contact Number: 09672217385
E-mail Address: danniel.malong@gmail.com
CAREER OBJECTIVE
A Bachelor in Business Administration major in Marketing Management undergraduate with adequate background in Business Management and
Statistics Subjects; seeking to leverage experience in business and accounting related positions.
SKILLS
● Computer Literate ● MS Office ●Leadership Skill

● Critical Thinker ● SAP Business Software
EDUCATIONAL BACKGROUND
Tertiary: Bachelor of Science in Business Administration
Major in Marketing Management
S.Y. 2018 – 2022
Secondary: Senior High School
Accountancy, Business and Management
STI
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Ortigas, Cainta Rizal
S.Y. 2016 – 2018
Junior High School
Raises Montessori Academe
Binangonan, Rizal
S.Y 2014 – 2016
HONORS / AWARDS / ACHIEVEMENTS
Leadership Awardee
Raises Montessori Academe
Binangonan Rizal
S.Y. 2015-2016
Universiti Tunku Abdhul Rhaman
International Young Leader Conference 2019
“Youth Empowerment and Inclusion in Achieving Sustainable Development

Goals”
UTAR Sungai Long Campus, Kuala Lumpur Malaysia
October 25-26, 2019
CFA Society Philippines
Philippine Junior Finance and Investment Summit
“Measure Up to Level Up”
SMX Convention Center, Manila, Philippines
September 7, 2019
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Date of Birth: March 17, 2000
Birth Place: Quezon City
Gender: Male
Height: 5’6”
Weight: 70 kg.
JOSHUA JAN M. MEJORADA
Address: BRGY. IBABANG DUPAY SAN FRANCISCO

LUCENA CITY
E-mail Address: owamejorada16@gmail.com
CAREER OBJECTIVE
A Bachelor in Business Administration major in Marketing Management undergraduate with adequate background in Business Management and
Statistics Subjects; seeking to leverage experience in business and accounting related positions.
SKILLS
● Computer Literate ● MS Office ●Leadership Skill

 Electrical Skill ● Critical Thinker ● SAP Business Software
Tertiary: Bachelor of Science in Business Administration
S.Y. 2018 – 2022
Secondary: Senior High School
Accountancy, Business and Management
QCRS
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Lucena City, Quezon Avenue
S.Y. 2016 – 2018
Junior High School
San Lorenzo Elementary School
Lucena City
S.Y 2014 – 2016
HOBBIES:
 PLAYING VOLLEYBALL AND BASKETBALL

 SWIMMING RECREATIONALLY
 COMPUTER AND MOBILE GAMES
 WORKING OUT
 WATCHING DOCUMENTARIES
 WATCHING MOVIES
SAVE SMARTLY NOT HARDLY
Manuel S. Enverga University Foundation, Lucena City
November 6, 2019
FINANCIAL AND CERTIFICATE AWARENESS
AEC Little Theater, MSEUF
March 28, 2019
COUNCIL OF DEAN AND EDUCATORS OF BUSINESS IN REGION 4A(CODEB4A)
th
13 BUSINESS STUDENT SUMMIT
st
“THE 21 CENTURY BUSINESS STUDENTS: INSPIRED, COLLABORATIVE, ENTERPRISING”
Quezon Convention Center, Lucena City
November 22, 2019
STREGHTHENING THE EFFICIENCY OF BUSINESS STUDENTS IN ACCUMULATING FIGURES FOR RESEARCH STUDY
EMRC VI (ABC), AEC Little Theater, Manuel S. Enverga University Foundation
April 15, 2019
63 | P a g e
Date of Birth: February 16, 2000
Birth Place: Lucena City
Gender: Male
Height: 5’8”
Weight: 70 kg.
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SOPHIA SANDRA R. DY
101071 Montreal Street Unit 12

Rosemarie compound Lucena City
Lucena City, Quezon
E-mail Address: sophiasandra23 @gmail.com
CAREER OBJECTIVE
To render service that will require me to utilize my skills, abilities and experience to function the best of my capabilities with confidence and
determination that will benefit the company’s success and further develop work ethics and values relevant pursuing in further education in joining the
world of work.
SKILLS
 Highly Responsible
 Communication Skills
 Strategic Planning
 Decision Making
 Adaptability
Tertiary: College of Business and Accountancy

Bachelor of Science in Business Administration
Barangay IbabangDupay, University Site, Lucena City
Graduated – June 08, 2022
Secondary: Senior Highschool
College of Business and Accountancy

International School for Better Beginnings
Moscow Ext. University Village (Site), Ibabang Dupay
Lucena City 4301
Graduated - April 2018
65 | P a g e
Junior Highschool
Lucena City 4301
Graduated – March 2016
Primary:
Lucena City 4301
Graduated - March 2012
Project Leader in Project “PAG-ASA” BJMP Handicraft Project

Experience(s):
Member in Team Shine Lucena
Youth Member in BLD Lucena District
MSEUF UCSC Financial Committee Awardee 2018
SEMINARS/ TRAINING ATTENDED
CODEB Business Summit
Marketing Conference
Unravelling the New Face of Marketing, Amidst Industrial Revolution 4.0
New Generation of Business Leaders as Catalyst of Innovation
Symposium on Leadership, Values Enrichment and Career Choices
Kappa Delta Omega Sorority Leadership Training
Rodolfo Abadilla 16th Lecture Series
Date of Birth: May 23, 2000
Birth Place: Lucena City
Gender: Female
Height: 5’4
66 | P a g e

Group 7 C102 Thesis

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MANUEL S.

ENVERGA UNIVERSITY FOUNDATION Document Code: DCAVRKMI-F-GRFR

QUALITY FORM Prepared by: DCAVRKMI

Reviewed by: QMR

Approved by: President

Presented to the Faculty of the College of Business & Accountancy

Manuel S. Enverga University Foundation

In Partial Fulfillment of the Requirements

for the Degree of B. Sc. In Business Administration

Dy, Sophia Sandra

Ison, Coleen Jizelle

Mejorada, Joshua Jan M.

QUALITY FORM Prepared by: DCAVRKMI

Reviewed by: QMR

Approved by: President

This undergraduate thesis hereto entitled:

FLORMANDO P. BALDOVINO, DBA

Approved by the committee on oral examination with a grade of ________________

ROMERICO A. ALVAREZ, MBA JUSTINIANO L. SANTOS, CPA, MBA

CATHERINE L. GUIA, CPA, PhD

QUALITY FORM Prepared by: DCAVRKMI

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2.3. Theoretical Framework………………………………………………………………12

4.3.1. Social Media……………………………….…………………………….....................46

List of Figures and Tables

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2 Data Analysis Plan 39

3 Research paradigm of the study 42

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insights and suggestions in our research.

Research Title: IMPACT OF COVID-19 PANDEMIC IN THE MARKETING

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results to the economy, especially to a third world country.

2.1. Rationale of the Research

the crisis caused by the pandemic.

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possible scenarios (ENTREPRENEUR ASIA PACIFIC)

during the COVID-19 pandemic to continue their business operations.

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strategy they’ve created.

2.2. Purpose of the Research

1. What micro business do they have?

2. When did they establish their business?

2.3. Theoretical Framework

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product variety.” (Sarkissian, A.)

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consider this theory or knowledge that they apply on their businesses.