Vol. 4 No. 2 (2025): The QUEST: Journal of Multidisciplinary Research and Development
Articles

Marketing Mix Strategies of Smes during the Covid-19 Pandemic in Retail Industry: Basis for Strategic Adaptation

  • Daixufeng,
  • Sarah Alvarez
Daixufeng
China Educational Institutions
Sarah Alvarez
Nueva Ecija University of Science and Technology
DOI: https://doi.org/10.60008/thequest.v4i2.283

Published 12/30/2025

Keywords

  • Marketing Mix Strategies,
  • Small and Medium-Sized Enterprises (SMEs),
  • COVID-19 Impact,
  • Retail Sector,
  • Adaptation Strategies

How to Cite

Daixufeng, & Alvarez, S. (2025). Marketing Mix Strategies of Smes during the Covid-19 Pandemic in Retail Industry: Basis for Strategic Adaptation. The QUEST: Journal of Multidisciplinary Research and Development, 4(2). https://doi.org/10.60008/thequest.v4i2.283

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Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

This research investigated the marketing mix strategies employed by small and medium-sized enterprises (SMEs) in the retail sector during the COVID-19 pandemic. By combining quantitative data analysis with qualitative surveys, the study revealed the diverse adaptability of these SMEs, who adjusted their product offerings, pricing strategies, and embraced digital transformation. The findings emphasized the importance of innovation, effective communication, and process efficiency. To enhance marketing strategies for knowledge-based enterprises in the retail sector, the study proposed focusing on comprehensive market research, dynamic pricing, a strong online presence, customer-centric digital marketing, personalized communication, and streamlined processes, with key performance indicators centered on customer satisfaction, competitive pricing, online engagement, customer retention, and operational efficiency. Overall, the research offered valuable insights for navigating challenges and ensuring resilience during uncertain times.

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References

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