This study aimed to determine the level of effectiveness of the marketing strategies used and growth of the youth-owned business during the COVID-19 pandemic, which data was gathered through an online survey questionnaire and was analyzed using the mean and non-parametric tools.
To help the youths in sustaining their businesses and help elevate the unemployment rate of the country, this study provides recommendations to the authorities to strengthen the youth entrepreneurship in the Philippines.
Recently, Young entrepreneurs are among the hardest hit during the COVID-19 crisis. Lockdown and social distancing, reduced demand, disrupted supply chains and other challenges have forced many to close their business. Others are only just surviving. International surveys suggest that nearly 90% of young entrepreneurs report a negative impact on their business, including reduced customer demand, supply chain disruptions, and distribution disruptions. About one-quarter of those surveyed reported that they have stopped their business completely.
Table of Contents
Chapter I Introduction
Background of the Study
Review of Related Literature
Statement of the Problem
Hypotheses of the Study
Conceptual Framework
Significance of the Study
Scope and Limitations of the Study
Definition of terms
Chapter II Research Methodology
Research Design
Sampling Design
Research Locale
Research Instrument
Validity
Data Gathering Procedure
Data Analysis Procedure
Statistical Treatment
Chapter III Presentation, Interpretation and Analysis of Data
Demographic Profile of Respondents
Findings –Tables, Statistical Output – tests performed
Chapter IV Conclusion and Recommendations
Summary of Problems and Hypotheses
Summary of Findings
Recommendations
References
Appendices
Research Objectives and Core Themes
This study aims to evaluate the effectiveness of marketing strategies utilized by youth-owned businesses in San Jose de Buenavista during the COVID-19 pandemic and to analyze the impact of these strategies on business growth in terms of sales, profit, assets, and capital.
- Impact of COVID-19 on youth-owned enterprises.
- Evaluation of the 4Ps marketing mix (Product, Place/Distribution, Promotion).
- Analysis of business growth indicators (Sales, Profit, Assets, Capital).
- Influence of demographic factors (sex, business location) on marketing effectiveness.
- Correlation between marketing strategies and business performance.
Excerpt from the Book
Marketing Strategy
Marketing strategy is a significant driving force that distinguishes the success of many organizations not only by well-developed marketing strategies outlining where, when, and how the firm will compete but also by their ability to execute the marketing strategy decision options chosen (e.g. Day and Wensley, 1988; Varadarajan, 2010). The appropriate and effectively implemented marketing strategies are required to productively guide the deployment of the limited available resources via the firm’s marketing capabilities in pursuit of desired goals and objectives (Black and Boal 1994; Varadarajan and Clark 1994).
An effective marketing strategy combines the 4 Ps of the marketing mix. Marketing mix means the product, distribution, promotion and pricing strategies to produce and carry out exchanges and achieve the target markets. "Marketing mix - interrelated actions and solutions to meet consumer needs and to achieve the company's marketing goals, a whole" (Sereikienė-Abromaitytė, 2003). "Marketing mix - a set of relevant factors and solutions that enable customers to meet the (national) needs and achieve the goals set by the company (Pruskus, 2015).
Summary of Chapters
Chapter I Introduction: Outlines the research problem, objectives, and the context of youth entrepreneurship in the Philippines amidst the COVID-19 pandemic.
Chapter II Research Methodology: Details the descriptive research design, purposive sampling, and the statistical tools used to analyze the collected data.
Chapter III Presentation, Interpretation and Analysis of Data: Presents the demographic data of the respondents and the statistical analysis of marketing strategy effectiveness and business growth.
Chapter IV Conclusion and Recommendations: Synthesizes the findings and provides policy and educational recommendations to strengthen youth entrepreneurship.
Keywords
Youth entrepreneurship, Marketing strategy, COVID-19 pandemic, Business growth, 4Ps marketing mix, Small business, San Jose de Buenavista, Philippines, Sales, Profit, Assets, Capital, Business performance, Entrepreneurial skills, Economic development.
Frequently Asked Questions
What is the primary focus of this research study?
The study investigates the effectiveness of marketing strategies employed by youth-owned businesses in San Jose de Buenavista, Antique, during the COVID-19 pandemic and their resulting business growth.
What are the core research areas of this work?
The work focuses on the intersection of marketing strategies (Product, Distribution, Promotion) and business growth metrics (Sales, Profit, Assets, Capital) under the challenging conditions of the pandemic.
What is the central research question?
The primary research question seeks to determine the level of effectiveness of these marketing strategies and whether a significant difference exists based on variables such as sex and business location.
Which scientific methodology does the researcher apply?
The study utilizes a descriptive research design, gathering quantitative data through online survey questionnaires, analyzed via descriptive statistics and non-parametric tests like the Mann-Whitney U Test and Kruskal-Wallis H Test.
What topics are discussed in the main body?
The main body covers the theoretical background of marketing strategies and business growth, the specific demographic profiles of the youth entrepreneurs, and an extensive statistical analysis of survey findings regarding strategy effectiveness and performance metrics.
Which keywords best characterize this publication?
Key terms include youth entrepreneurship, marketing strategy, COVID-19 pandemic, business growth, 4Ps, and small and medium-sized enterprises (SMEs).
How does the pandemic specifically impact the businesses analyzed?
The pandemic forced a shift toward innovation in distribution strategies and digital presence to survive lockdown restrictions and changing consumer demands.
What conclusions does the author draw regarding sex and business location?
The study concludes that while distribution strategies may differ by sex, overall growth rates for youth-owned businesses remained robust and consistent across different locations and gender groups during the pandemic.
Why are the findings significant for policy makers?
The findings highlight the resilience of youth-led ventures and suggest that targeted government interventions and access to start-up funding are essential to lower unemployment and foster economic development.
What recommendations does the researcher offer for future studies?
Future research is suggested to perform deeper correlational analyses of specific marketing strategies and to conduct pre-pandemic comparative studies to further understand business innovation.
- Arbeit zitieren
- Robe Magtubo (Autor:in), 2021, Marketing Strategy and Growth of Youth-owned Businesses during the COVID-19-Pandemic, München, GRIN Verlag, https://www.grin.com/document/1154425
