Challenges and Opportunities of Food Sector amidst the Pandemic: The Case of the Small-

Medium Businesses

*
Colina , Name of the member with the most contribution, Name of the member with significant contributions, Name of the
member with general contribution

ABSTRACT

This study discussed the Challenges that the Small-Medium sized Food Businesses
encounter during the Pandemic and how firms effectively turn turmoil into something they
would benefit greatly. This research seeks to help future entrepreneurs understanding the
complexities of how to cope with these difficulties and to be more prepared for any
unpredictable events that will affect their operations. Also, this research aims to supervise
potential businesses in determining how to transform economic difficulties into
opportunities. This study employs a narrative analysis design to conduct in-depth interviews
with a company owner or manager who can share their experiences. This study also found
that businesses have problems, including financial uncertainty, reduced retail hours, and a
higher health risk. On the other hand, companies have discovered a way to grow their
businesses by offering food delivery through applications and implementing innovative
marketing tactics. Furthermore, this study concludes that we cannot prevent uncertainties
from occurring; thus, we must be prepared and resilient in order to respond to any changes
or disturbances that can arise. As a response, we must be proactive and innovative in
identifying solutions to adversities.
Keywords: SMEs, Pandemic, Uncertainties, Strategies, Cebu.

1
Introduction
Small and medium-sized enterprises
(SMEs) are the driving factor behind the
country's economic development. They
make up a significant proportion of the
global economy in some countries,
particularly in Asia (Tech Wire Asia, 2020).
In the Philippines, the uncertainty caused by
the Pandemic COVID 19 is being felt by the
food business sector as many small-medium
food businesses closed down due to the
governments' implementation of the
community quarantine and health protocols.
Small and medium-sized enterprises
(SMEs) cover 99.6 percent of all business
entities in the Philippines and employ over
70 percent of the total workforce (Philippine
Daily Inquirer, 2018). According to the
Department of Trade and Industry
Philippines (2019), MSME Statistics,
1,000,506 business enterprises operating in
the country were registered. Of these,
995,745 (99.5 percent) are small and
medium-sized enterprises and 4,761 (0.5
percent) are large enterprises. Small and
medium-sized companies (SMEs) operate
for 99.6 percent of all corporate
organizations in the Philippines and employ
more than 70 percent of the overall
population (Philippine Daily Inquirer, 2018).
According to (Department of Trade and
Industry Philippines [DTI] 2019) MSME
Figures, there are a total of 1,000,506
corporate entities working in the country
where they are registered.
Among these (99.5%) are small and
medium-sized businesses, and (0.5%) are
major enterprises. Micro-enterprises
accounted for 89% of total MSME
enterprises, followed by 10% of small
enterprises and 0.5% of medium-sized
enterprises (4,765). (DTI, 2016) Magna
Carta determines small and medium-sized
businesses (use asset size) as follows: small:
2
three million to fifteen million; medium –
PHP fifteen million to one-hundred million.
COVID-19 Pandemic has led to
lockdowns that prolong the struggles of the
small-medium businesses. SMEs are more
susceptible due to poor cash management,
financial processes, reduced capital flows.
Also, limited capacity for transition and
versatility for outsourcing, liquidation issues,
over-reliance on foreign financial capital,
restricted credit lines, slow payment of
receivables, lack of liquidity, and insufficient
technological skills needed to make or take
successful action. (Ates et al., 2013;
Sannajust et al., 2014; Karadag, 2016, as
cited in Asgary et al., 2020). With the
upheaval of COVID 19 cases in the
Philippines, 52.66 percent (SMEs) had to
cease operations as of April 29, 2020, with
this significant number of the food sector shut
down. The food business sector was
confronted with difficulties in terms of the
government shutdown, with few buyers,
insufficient funding, which resulted in the
temporary closure of their companies.
Also, 89% of small and medium-sized
companies have changed their workers to
operate remote locations or houses due to
severe shutdowns in recent months, which is
reportedly to help reduce the number of
COVID-19 contaminants. (Madarang, 2020).
Small and medium-sized businesses have
insufficient financial and non-financial
resources (Welsh & White, 1981). The
greatest challenge facing businesses is to
ensure market sustainability. The firms with
financial pressures are the most affected by
this Pandemic (Campello et al., 2010).
Small and medium-sized food
businesses see a need for loans to ensure
continuous operation and sustain their
businesses until this Pandemic is over. In
addressing the social and environmental
crisis, attempts have been made to alleviate
the impact of COVID-19 on entrepreneurial
ventures and introduce steps to ensure
companies deal with short-term financial
risks and lengthy market consequences.
(International Trade Center, 2020). With the
coordination of banks and financial
institutions, the Government must provide a
policy to provide working capital that
provides a reasonable and flexible
repayment period.
Due to these gaps, the researchers
would like to address them by conducting a
series of methods to analyze these
uncertainties for SMEs amidst Pandemic
and determine how these uncertainties affect
SME's business operations. This study
further aims to offer recommendations that
may help the business owners to survive this
Pandemic using qualitative methodology.
Related Studies
The Covid 19 pandemic has
seriously impacted worldwide economic
systems. A variety of small-medium food
companies face various problems and
difficulties with a certain degree of loss.
Some businesses take this Pandemic as an
opportunity to innovate on their goods and
services. Company owners are eager to
overcome these crises, possibly with
minimal money (Al-Fadly, 2020). Several
other industries suffer the most, including
lodging, food service, and travel (Skidmore,
2020).
According to Warsame (2020),
Small to medium businesses have a crucial
role in the economic system and generate
employment and expand society's potentials
to generate money. However, due to the
Pandemic, layoffs and dismissals increased.
Warsame claims that some small and
medium-sized businesses have already shut
their doors due to the effects of COVID 19,
and some have been difficult to pay
operating costs, such as mortgage,
3
electricity, wages, and other fixed expenses.
These disruptions rapidly break down the
business's resilience and ultimately end in
mass reductions, failure to fulfill financial
commitments, the risk of bankruptcy, and
inevitable closure for a few (Bartik et al.,
2020).
Small-medium food businesses must
adapt to the changes brought by the
Pandemic. Ahlstrom et al. (2020) state that
the environment and new life will impact
business practices and methods, for that the
role of the leaders of the organization or the
owner of small and medium-sized businesses
must prepare the power both through
information technology and other strategies.
With this, small-medium food businesses will
have an opportunity to innovate and imposed
proactive policies to survive the Pandemic.
As an important note that small and medium
enterprises have limited funding, so the
innovations carried out must be under its
business goals (Khan & Arshad, 2019).
The damage caused by the spread of
the Corona Virus has a detrimental effect on
small firms. The latest analysis of ten
thousand entrepreneurs by Goldman Sachs
(2020) showed that ninetysix percent were
already affected by a coronavirus. Fifty-one
percent suggested that their organization
could not manage three months in economic
suspension. Furthermore, 67 percent reported
difficulties in obtaining emergency funds,
and 53 percent agreed that their workers
could not turn to telecommunications. These
estimates are alarming and show that the
financial consequences of COVID-19 could
intensify for small companies and their
employees.
Although it is almost difficult to
schedule a transformative event, preserving
the spirit of optimism and perseverance fuels,
entrepreneurs are now more critical. No one
wants to diminish this turmoil's financial and
psychological impact; instead, it is better to
inspire owners to improve their partnership
and participate in creative thinking that has 1. What Participant 1: “For Busines Utilizing
were me frustrating but we s Frustratio
led them to business first. However, your first need to keep going for Owners n to
prosperous entrepreneurs and small business thoughts our staff also that experie Generate
need means of living nce Innovativ
owners are merciless individualists and as a for their families and frustrati e
company
resource profiteers. They are flexible, quick owner
our families too.” on and Business
Participant 2: “Since, fear due Concepts
to eradicate what does not add meaning, and when the lockdown to
are not hesitant to make brave choices or several happened the owners Lockdo
business are really afraid if the wn
even stop trying. es business will really go Advisor
down and then they y
instructe
are really trying hard
Methods and design d to shut to re-open although
down it’s risky with the
due to presence of the
the COVID they still
This research uses narrative lockdow pursue to re-open so
that the employees
analysis, providing comprehensive n?
can go back to their
interviews with a business owner or a duties..”
Participant 3: “We're
person who knows how the business seeing difficulties on
operates and is willing to share our people with their
source of income, and
experiences. The study is a purposeful we're still in the
sampling of five food business sector. Four process of adjusting.
Our concern is also
phases of data collection used: (1) letters the safety of the
are sent to each potential participant of the people.”
Participant 4: “Upon
well-established SME's to obtain consent hearing that
for an initial telephone interview; (2) a 15- businesses will be
closing we still
20 minutes, telephone inquiry to know delayed the closing of
whether the respondent will answer the our business for 10
days in hopes for
open-ended questions in the form of written having customers to
words or verbal contact and to schedule an come to our
establishment. Though
interview; (3) a 35-40 minutes, of customers were still
formal/informal interview either in person coming because it was
the beginning of
or by phone, to assess the impact of the pandemic where
Food Business Sector during the Pandemic; people were panic
buying.”
(4) a follow-up query via email or any Participant 5: “Many
social network that is convenient for businesses are being
forced to close due to
participants to utilize and contemplate on the pandemic. We
their experiences and other surveys. A developed several
narrative analysis approach is necessary to marketing strategies,
meticulously checked
understand the perspective of an individual. product prices, and, of
All interviews will digitally document and course, managed our
company in such a
transcribed. manner that many
customers would
appreciate us.
Because of the limited
Results and Discussion customers as of today
because of the
pandemic, 50 percent
of the customers in
Domain Derived Emerging Cebu City are
Answers Meaning Themes students, workers, and
other workers who are
not originally from

4
 Cebu. They restrict the pandemic they
restaurant, and that is continue serving
what limits our market shrimps. After all,
or our opportunity, as they don’t have
our customers problems with
decrease because of suppliers for the
our being deeply shrimp products
affected.” because they
have their farms.
And for the
veggie’s, the
owners have its
The theme “Utilizing Frustration to suppliers, but the
supplies are still
Generate Innovative Business Concepts” okay because
was identified in this study since the results they never ran
out of stocks and
manifested the thoughts of the business because of the
owners when the food businesses are advised low demand of
customers we
to temporarily close due to the lockdown. lessen all the
Most businesses are affected by business items that we will
be purchasing but
closure caused by lockdown advisory of the in our other
government, infected co-worker, or loss of branches where
they sale more
business (BMJ, 2020).The essence of a they continue to
narrative saying that “We're seeing difficulties buy a large
number of items.”
on our people with their source of income, Participant 3:
and we're still in the process of adjusting” “Since we're in
the food industry,
resonated with the findings of (Despard et al., we're into
2020) revealing that income losses and sanitation. We
have to take
financial hardships are experienced by the precautionary
employees and businesses in times of measures in
handling the food
pandemic. because it will
Domain Answers Derived Emerging affect the
Meaning Themes customer view.
2. Your Participant 1: Small and Economic Sanitation also for
main “Yes, our main Medium Downturn proper hygiene
products product is food businesses and safety of the
are food. then at present, are employees and
Can you the crisis does experiencing the customers.”
tell us how affect it much supply chain Participant 4:
your line of especially issues that “We are
business customers are are struggling
was very hesitant to negatively because people
affected by dine-in in affecting are no longer
the crowded places, operations going out of their
pandemic? and if they could homes to dine in
see a lot of due to the
customers inside pandemic, also
the store already, we do not deliver,
it affects our daily and that’s why we
sales to cope up.” can only cater to
those who are
Participant 2: dining-in/walk-in.”
“More of our
Participant 5:
foods are
“The quarantine
supplied by the
impacts our
owners since the
customers that
owner has their
our number of
farm, like the
customers was
shrimps they
reduced by 30%
never ran out of
as a result of the
stock even if it is

5
 pandemic. The challenges) footsteps of the
quarantine customers which is
restricts people's low in demand
ability to go out, because the
and I believe one customers who will
of the reasons is dine it is not as
that one of the high as before and
most popular it affects the profit
places for people then there are
to hang out is a those bills like
restaurant. Many electricity and gas
people have lost which is very high;
their jobs Second, is our
because of the business hours it's
pandemic and now only 10:00
have no other AM-8:00 PM and it
source of income. is lower compare to
That is how it before which is
limits our market 10:00-10:00 PM.”
that creates a Participant 3:
significant impact “Firstly, is a higher
on our potential risk of health
customers.” because it is life,
and we want to
The theme “Economic save a life. Second
Downturn”, was identified in this study since is the financial
status of every
the results show that SMEs are experiencing a individual on how
financial crisis that hits their daily income due to survive or
sustain our daily
to limited market. The essence of the narrative needs. Lastly,
saying that “Yes, literally our main product is having a hard time
coping up with the
food then at present, the crisis does affect it situation.”
much especially customers are very hesitant Participant 4:
“First is that the
to dine-in in crowded places and if they could guests that are
see a lot of customers inside the store already, coming in our
establishment are
it affects also our daily sales to cope only a few, next
up.” resonated with the findings of (Abrar, one is the
transportation for
2020) revealing that customers are reluctant to our employees
visit restaurants amidst the Covid-19 which at first was a
challenge until we
pandemic due to the fear of being infected by decided to use our
the virus. Small-Medium food businesses are car to fetch the
employees from
particularly vulnerable to epidemic crises their home and
(Yang, Y. et al., 2020) as these businesses rely also give them a
ride home.”
on human interaction and gatherings. Also, Participant 5.
(Zaazou, 2020) added that the pandemic “Due to limited
capacity, we are
freezes the economic actors and holds unable to serve as
innovative start-ups. many customers as
Domain Answers Derived Emergin we would like.
Meaning g Themes Number two, when
it comes to
3. What Participant 1: “To Pandemic
Revenue employees, we are
were the cope up the hitting a
and target careful and have
challenges average daily sales critical
markets established strict
your for us to sustain moment
are rules and
business also the business
decreasin regulations.Numbe
has faced and all the cost
g for r three, our target
or needed to manage
business market is limited
experience especially the labor
owners because many
d during the cost.”
and employers have
pandemic? Participant 2:
managers lost their jobs, and
(Site 3 “First, is the

6
 students are now but with the pandemic,
taking online the risk increased, and
classes, which it became more
makes a significant challenging.”
change between Participant5:“Marketi
today and in the ng strategy, in my
past. People are opinion, is a big help in
becoming thriftier mitigating the
and focused on business's risk. Since
saving money.” everything we buy,
watch, and want can
The theme "Pandemic hitting a be seen online, that is
critical moment" was described in this how huge the online
platform is. Today,
analysis because the findings show that SMEs social media is an
are experiencing financial problems and that advantage for us
because our dine-in
their consumer market is shrinking due to customers are limited,
short business hours. Developing economies so we rely on delivery,
which is why we need
could struggle to fund adequate public health, a good online
social, and economic responses due to already presence.”
inadequate resources and the economic impact The theme “Intensifying operational
of the crisis (The Impact of the coronavirus and workforce efficiency” was identified in
(COVID_19) crisis on development this study since the small-medium-sized
finance,2020). businesses are experiencing reduced workforce
Domain Answers Derived Emerging productivity in times of Pandemic. The essence
Meaning Themes
4. What Participant 1:“We do Going Intensifyin
of the narrative saying “We do skeletal
steps a skeletal workforce, digital g workforce, and I minimize my employees in
can you and I minimize my and operationa
take employees in each having a l and
each station like in the kitchen and dining
today to station in the kitchen skeletal workforce area, and as a Supervisor, I also help my
mitigate and dining area, and workforc efficiency
the risk as a Supervisor, I also e at this
dining staff to do multi-tasking especially every
to your help my dining staff to time Sundays and Saturdays but for weekdays I only
business do multi-tasking,
? especially every
have two staffs in each station. And aside from
Sunday and Saturday, that, I do a forecast of proper costing to avoid
but for weekdays I
only have two
spoilages and wastages.”
employees in each
station. And aside Domain Answers Derived Emerging
from that, I do a Meaning Themes
forecast of proper 4.1. Participant 1: Providing Adapting to
costing to avoid Follow-up: “As a quality systemic and
spoilages and How can Supervisor, I service to tactical
wastages.” you deliver will only customers modifications
Participant 2: “We better purchase the in
tried to call customers outcomes products that accordance
outside for them to for your are needed and with the
dine in into our business the products Covid-19
restaurant.” in this time that I don’t Safety
of have because guidelines
Participant 3:“We pandemic? we have weekly
make negotiations with food cost that
the establishments to we need to
keep us discounted on comply with
the rentals and keep and achieve.”
our workers as well as Participant 2: “
our valued customers We have online
healthy.” deliveries
Participant 4: “Risk through Food
is always present panda, Grab
whether there is a food and shop
pandemic or not in all online Choobi-
aspects there is a risk, Choobi, where

7
we also offer prioritized, and
frozen items. our customers
Through these will have a
delivery better
platforms, we experience and
can somehow leave positive
get sales.” feedback.”
Participant 3:
“We follow the
The theme "Adapting to Systemic and
protocols, Tactical Modifications" continue to offer
regulations of
the government
reliable service to customers in compliance
and make sure with the Covid-19 safety guidelines and have
to comply with
them. We also
adopted new strategies. The essence of the
do skeletal narrative saying “We have online deliveries
scheduling and
make
through Food panda, Grab food and shop
negotiations online Choobi-Choobi where we also offer
with the
suppliers.”
frozen items. Through this delivery platforms,
Participant 4: we can somehow get sales” resonate that, at the
“Honestly, we
are already
time of COVID-19, online platforms had
getting money opened new opportunities for SMEs and
from our pocket
just for our
encouraged their connectivity to various types
business to of digital networks that could be essential for
survive. I think
it is only
the sustainability and growth of both
necessary to established and emerging SMEs. Countries
use our own
money so that
with more developed information technology
the and higher levels of digital literacy experienced
establishment
will still be
faster development, suggesting that investment
going on in these technologies might further improve
besides in the
future the
resistance to unexpected events. (OECD,
money that we 2020).
used will return
but higher than
what we Domain Answers Derived Emergi
invested.” Meaning ng
Participant 5:
“In this
Themes
Pandemic, 5. Is your Participant 1:“Yes,
employees business for me, creative Small and Small
ensure that model cuisine has its name Medium and
they are doing resilient already, in other Businesse Medium
their best to enough to words, the restaurant s are Busines
serve our recover “Chikaan sa Cebu” is taking ses are
customers food from the already known for it. actions taking
and customer impact of And as an employee, actions
service. a crisis I guess maintaining to
Everything my and serve good quality
employees do manage foods although we do
is vital, potential food costing to
particularly to cratastrop minimize to wastage,
our customers. he in the we still make sure
We go the extra future? In that the quality of the
mile to serve what products we will serve
our customers, way? will not be affected.
and if anything We make sure that
goes wrong, we we still serve the
apologize and consistent and quality
fix the problem. taste of our foods. We
Let them feel make sure that all our
special and best sellers are still
the same. And as I
8
observed, people will better not because I
go back to our am making a lot of
restaurant, and I money, but because I
guess because of our have recovered, and
remarkable good that matters and
quality foods, and makes a break-even,
although it's hard to especially now that
cope up with our there is a pandemic.
average daily quota. I Understandably, my
am confident that our customer will
business model is decrease, but as long
resilient enough to as I can continue to
recover because as operate, that is fine
an employee we because my goal is to
always do extra, and survive this pandemic
we create something until everything
new to our menu so returns to normal.”
that the customers
will have something to
In this study, the researchers identified
look forward to.” the theme “Restarting Economies” because
Participant 2:
“Actually, at this
the results show the effect of the COVID-19
moment, we did not crisis on business failures among small and
apply our quota, and
we did not set a target
medium-sized enterprises (SMEs) and then
sale because of the chose to re-open and restart production with
low demand for our
products. We are also
new development strategies. The significance
trying hard to recover of the narrative was stated: “Yes, for me
by really trying our
best to have
creative cuisine has its name already, in other
customers for a day words, the restaurant “Chikaan sa Cebu” is
so that we can earn
profit even if it is still
already known for it. And as an employee, I
low.” guess maintaining to serve good quality foods
Participant 3: “The
franchisers and the
although we do food costing to minimize
franchisee are doing wastage, we still make sure that the quality of
actions that will help
the company survive
the products we will serve will not be affected.
in the future.” We make sure that we still serve the consistent
Participant 4: “Yes,
I am very hopeful that
and quality taste of our foods. We make sure
this pandemic will be that all our best sellers are still the same.
over soon, and we will
all be back to our
Reflected the findings of (Khannan, 2017) that
normal service. Our food quality is essential in building consumer
business, if not at par
maybe it will be better loyalty, which contributes to more purchases.
than the pre- Domain Answers Derived Emerging
pandemic, that is why Meaning Themes
I am feeling a little bit 6. What are Participant 1: Technology as
confident because we possible “I think to Opening an all-
started 2020 good opportunitie provide new encompassing
and ending 2020 s do you see opportunities branches potential
good also even for your for my other and
though there was a business in staff who have exposing
disaster in the a situation not to get their the
middle.” (pandemic) work back. Our business
Participant 5: like this? restaurant through
“SugBro Food & business online
Beverage House is manager is platforms
my business and is planning to
still not well known in branch out Big
Cebu, and it only Daddy Truckit’s
began operating an American
physically seven to approach
six months ago. In my burger, and we
situation, I am doing have opened

9
two branches in their own
Il Corso and houses for
Lahug. With several months,
this, I can see and by the time
that this allows they go out they
for my staff find something
because some to eat and
of them are crave we are
now slowly available for
going back to them.”
work.” Participant 5:
Participant “Yes, I think this
2:“The is the worst
opportunity I scenario for
see is that now anyone to start
we are adopting a business
online because we are
deliveries which talking about a
are convenient pandemic that
for our has affected
customers, and many people
I see it as an and has limited
opportunity everything. I
because with would tell I am
online doing well
deliveries, and because,
we can cater to fortunately, I
customers not can still operate
just from Metro my business,
Cebu but in even though we
other parts of just make a
Cebu as well little profit now
that can reach and then. As
by the delivery long as my
apps. Without business
online survives, that is
deliveries and all that matters.
the store don’t Knowing that
have my company is
customers, we doing well and
might end up has survived in
having zero this kind of
sales, so online situation, which
deliveries is the worst
helped us a lot.” scenario for
Participant 3: me, I believe it
“We do more will be fine in
on the saving the future.”
side that we
haven't done
The theme “ Technology as an all-
before to save encompassing potential” was identified in the
for rainy days,
for the future of
study since the result shows the SME’s are now
the employees, using the internet to showcase their business to
owners of the
company.”
customers in a much more convenient and
Participant 4: hassle-free way. According to Participant 2,
“For me, since
many
“The opportunity I see is that now we are now
restaurants adopting online deliveries which are
stopped their
service and
convenient for our customers and I see it an as
deliveries were an opportunity because with online deliveries
available
people were
we can cater to customers not just from Metro
itching to go out Cebu but in other parts of Cebu as well that can
and dine-in
because they
reach by the delivery apps”. And this quote
were stuck at resonates with the findings of
10
(Laughman,2020) restaurants and retail chains failed to forecast
and set aside a
have been compelled to change or adjust certain amount for
distribution plans as a result of the pandemic, this Pandemic
and unable to
and such delivery choices could still be here manage the
remain. uncontrollable
and controllable.”
Domain Answers Derived Emerging Participant 4:
Meaning Themes “Fortunately, our
7. What Participant 1: Developing Optimizing practice before
worked “Before the a creative collaborative the pandemic
and what pandemic, we marketing efforts started is already
didn’t have target sales strategy similar to when
work on that we need to and the pandemic
your reach for a month engaging happened.
business to 1.2million, but in Because we are
model? now we can’t influencer offering boodle
reach it. And now, marketing our guests should
my average wash their hands
weekly sales is before entering
only 20 thousand and before eating,
sometimes it is our tables are big
less than that, but enough to
before the achieve social
lockdown, our distancing, and
average daily we are only using
sales is 50,000- fresh air because
60,000, and if we are at an open
weekdays it can space so for me
reach 150,000- everything we
200,000 but right had planned
now it is hard. But worked and there
with the help of is nothing that did
delivery apps, we not work.”
regain our hope, Participant
and I am hopeful 5:“(…),I used my
we will recover all marketing
our losses slowly strategy and
but surely.” online presence
Participant 2: “I to get customers
think the effective to purchase my
strategy we used product. Through
is our marketing my online
strategy because presence and
everything we positive feedback,
want to market I can convince
we make sure to people online.
post it on What you have to
Facebook.” do is improve
Participant 3: your strength and
“What worked ensure that you
with us is when can do something
we trained our to improve your
people to weakness. As a
maintain our business owner, I
product and make take advantage of
sure they are my weaknesses
passionate about by turning them
their work despite into
Pandemic, it also opportunities.”
nourishes the
relationship of the The theme “Optimizing collaborative
staff, owners’ efforts” was identified by the researchers in the
managers. And
we also abide by study, indicating that small and medium-sized
those mandatory businesses are adopting creative marketing
laws. What didn't
work with us is we strategies like influencer marketing using

11
online channels to help them boost revenue the learning, we have
no idea what will
during the pandemic. The essence of the happen in the future
narrative saying, “I think the effective strategy like this, and there is
no one guessed that
we used is our marketing strategy because this would happen,
everything we want to market we make sure to that is why it is better
to save up enough for
post in on Facebook” resonated with the future expenses and
findings of (eMarketer, 2020) that in many do not overstock or
overbuy because we
OECD countries, internet advertisement has will never know what
become the dominant means of advertising, will happen in the
future, and those
with large online platforms attracting the things we bought will
majority of consumers. According to industry go to waste. Also, do
not be overconfident,
figures, Google (31%) and Facebook (20%) In budget-well, and
2019, the major internet networks accounted continue following the
health protocols even
for more than half of global online when the pandemic is
advertisement revenue, with a total of around over.”
Participant 5: “Use
77 percent credited to them. (Alibaba, all you can to help
Amazon, Baidu, Tencent, Microsoft, Verizon, your business
succeed. For
Twitter, Sina). example, as part of
Domain Answers Derived Emerging my marketing
strategy, I send
Meaning Themes appreciation letters
8. How Participant 1: “We Positive Acclimate with my face and
would must give value to our work to a new body on them, as well
you use work and our culture world as videos for
of the subordinates, and we would purchasing our
learning will not be absent and lead to a products. I still use
during be late to our duties. brighter social media
the The pandemic that future in platforms, and I was
pandemi happened taught me the featured in CDN in
c and to value everything industry. Sunstars, where
bring and most especially everyone can read.
them into value our work My online presence
your because we are and marketing
future thankful that we did strategies are highly
Business not close, unlike other effective in my
model? businesses. And in business. The best
the future, we must approach is to look
continue to strive outside the box about
harder and work hard alternative solutions
so that the company rather than focusing
can survive in the solely on the issue. I
future.” realized we should
Participant 2: “All I focus on other
can say is we must opportunities to
think positive, and reduce risk, such as
don’t lose hope and deliveries.”
we must always have
faith in God we will The researcher identified the theme
overcome this crisis.” “Acclimate to a new world” in this particular
Participant 3: “As
they said, 'no man is topic since the small-medium sized businesses
an island no one can realized that they will never know what the
work alone, so we
have to work together future holds for their business therefore they
as a team. must be ready to adapt to the changes and be
Acceptance that it is
not always we're on confident to face the challenges in case another
the good side, but pandemic or a different catastrophe hits the
also we are willing to
accept the negative.” world. The essence of the narrative “We have
Participant 4: “For
12
no idea what will happen in the future like this
pandemic, no one guessed that this would
happen that is why it is really better to save up
enough for future expenses and do not
overstock or overbuy because we will never
know what will happen in the future and those
things we bought will go to waste”
reverberates with the findings
(Letgers,2020) outlines of a modern small
business standard are taking shape now, with a
focus on digital transformation, infrastructure
investments, and logistical versatility, despite
the fact that it is still too early to determine the
full extent of long-term impacts..”
Conclusion
The following are the findings from the
results of this study: People are not yet ready
for any uncertainties since not all are
financially stable. People are having a hard
time coping up during this Pandemic since
the businesses are having less profit and a
higher risk of health. On the bright side,
even amid the Pandemic, people are still
resourceful, and they take this as an
opportunity to innovate something that will
benefit the many. People take risks in their
careers because they need to finance their
everyday expenses.
Recommendations
Business owners/managers should
place great emphasis on innovation,
especially during times of crisis, and create a
backup plan if at all necessary to be well-
prepared for any financial or economic
issues.
The government also could help firms
on the brink of losing by providing loans
with longer repayment terms and lower
interest rates.
Businesses should use social media or
some other social media platform as part of
their marketing strategies to promote and
entice consumers to buy or support their
products.
of Acknowledgments
The researchers acknowledge the
academic contribution of the authors and their
scholarly works cited in this study. Likewise,
the same acknowledgment of the valued
propositions from the following individuals for
the exchange of scholarly thoughts and
discussions relevant to the success of this
study. The researchers are thankful to the
manager of Sunburst in Robinsons Galleria for
introducing Miss Wentessa Alenton, the
Franchisee Director of Sunburst as our
respondent, for the time and willingness to
share her experiences. Furthermore, the
researchers also acknowledge the help of Miss
Marjorie Almacen the Supervisor of Chikaan in
Cebu for being generous enough in spending
her time to share her expertise. Lastly, the
researchers would like to extend their
appreciation to Mr. Lorenzo Isip the owner of
SugBro who took time to participate in our
online interview and for sharing his knowledge
and experience.
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