How The Pandemic Impacts Marketing Strategy

Abstract

The outbreak of the novelty coronavirus has led to a human and economic crisis in the world. This has led to profound changes in many aspects of humans. The changed consumer behavior is the result of the adaptation to survive in the current situation. Organizations, especially marketers, have to dismiss their previous knowledge of the customers and find ways to modify their marketing strategy accordingly. The thesis discussed theoretical findings regarding consumer behavior and how it changed under the effects of the pandemic, as well as how marketers adapt their strategies during this time. The aim of the study was to examine the difference that was made to marketing plans due to the impact of coronavirus. The study was carried out using the primary data collection method and showcased the main difference of consumer behavior and marketing strategy during the pandemic. The results revealed the shift from offline to online activities, the adaptation of the agile method and suggested brands’ responses during this time. The future of marketing plans was also demonstrated. Finally, the conclusion and discussion of the study were presented.