Entrepreneurial Marketing Strategy of Micro, Small and Medium Enterprises in Pandemic Covid-19 Era

Abstract

Purpose:The Indonesian economy's core strength comes from micro, small and medium enterprises (MSMEs). However, the impact of the Covid-19 pandemic causes problems for MSMEs, for example, decreased sales, difficulties in financial aspects, slow distribution of products, and raw materials shortage. The problems of MSME during the Covid-19 pandemic require entrepreneurs' readiness to survive and sustain their business. Entrepreneurial marketing is a suitable paradigm to be implemented by MSME entrepreneurs during the Covid-19 pandemic. The research objective is to determine the entrepreneurial marketing strategy plan for MSMEs during the Covid-19 pandemic. Research Methods: The research informants were government officials of Industry and Trade, MSME, and academicians. The data analysis model used a SWOT analysis based on IFAS and EFAS assessments. The strategic plan was positioned on the SWOT matrix with the values of strength, weakness, opportunity, and threats. Findings: The results show that the SWOT matrix's entrepreneurial marketing strategy plan is in the position of Quadrant one. The entrepreneurial marketing strategy that should be applied in the quadrant is to support an aggressive growth policy. Practical Implications: This aggressive growth strategy focuses on using the company's strengths to take advantage of various business opportunities during the Covid -19 pandemic.Originality value: This study contributes to the survivability of MSMEs in Indonesia, especially during the Covid-19, and shows practitioners to harness the inner strength of their businesses and pursue proactive marketing policy.

Mortality Risk Factors in Micro and Small Businesses: Systematic Literature Review and Research Agenda

“…Empirical statistical research was carried out on large samples using statistical techniques. The studies in this category were applied in private business and investigated the characteristics of companies and entrepreneurs [12,[71][72][73][74][75], customer relations [76], success factors [27,77,78], determinants of business survival [9,23,[77][78][79], factors that contributed to failure [15][16][17][80][81][82], and factors related to the performance of MSEs [19,24,[83][84][85][86]. Organizational difficulties in management involving finance [21,[87][88][89][90][91][92], environmental sector [93][94][95], quality systems [96], supply chain [97], innovation [3,[98][99][100][101][102][103]…”

Priority Sector of Small and Medium Enterprises Using Ahp: A Case Study of Yamaru Enterprise

“…They found that human resources were a key factor in the performance and success of SMEs (Hernita, Surya, Perwira, Abubakar, & Idris, 2021). Hadiyati and Hendrasto (2021) added that in this Covid-19 pandemic era, reliable, knowledgeable human resources are key because they provide creative and innovative ideas for a small business to survive and grow (Hadiyati & Hendrasto, 2021). This was also confirmed again by Abdulaal and Nordin (2020) who found that creativity and innovation can be expected from quality human resources, (Abdulaal & Nordin, 2020).…”

“…According to García-Villagrán et al (2020), during the Covid-19 pandemic, SMEs were encouraged to innovate by utilizing existing information technologies for marketing, promotion and payment systems, improving communication with consumers, building networks (networking), and partnerships, both with fellow SMEs, industry and government (García-Villagrán, Cano-Olivos, Martínez-Flores, & Sánchez-Partida, 2020) Hadiyati and Hendrasto (2021) added that during the Covid-19 pandemic, the Indonesian government provided assistance to SMEs in the form of a policy of delaying loan repayment and encouraging domestic product consumption to stimulate SMEs to produce substitutes for imported products (Hadiyati & Hendrasto, 2021). As a result, SMEs have played an important role in the economic development of communities both during and post-Covid-19 pandemic.…”

Digital marketing counseling as a marketing strategy for MSMEs in facing the Covid-19 pandemic in Manado City

“…Dalam kegiatan penyuluhan, pemateri memperkenalkan Google Bisnisku sebagai salah satu platform dalam digital marketing. Selain itu pemateri juga memperkenalkan penggunaan media sosial dan e-commerce seperti CMS Wordpress, Facebook, Instagram dan marketplace (Shopee, Lazada dan Tokopedia) (Hadiyati & Hendrasto, 2021). Kegiatan ini merupakan upaya serupa sebagaimana dilaksanakan oleh (Satria, 2018;Supriyanto et al, 2021;Susanto et al, 2020).…”