Running head: Case study

Universidad de La Sabana

Case Study in times of COVID-19

Alejandro Triana Perdomo

Tomas Serralde

International Marketing

10 – May – 2020
 Case study 2

Thematic index
Introduction.............................................................................................................................3

Marketing plan .......................................................................................................................5

Conclusion..............................................................................................................................6

References...............................................................................................................................7

Figure inde

Figure 1...................................................................................................................................5

Figure 2...................................................................................................................................6

Figure 3...................................................................................................................................9
 Case study 3

Introduction

The economical, and globalization programs of companies have been useful for the
whole world, making the countries grow, and improve their own strategies, and product in
order to respond to the necessities of the different kind of populations that exists on this
variety world (Kopp, 2020).

As is defined by Kopp (2020) the globalization is the way by a country export

products, technology, information, and jobs not only at national but also, at international
level. Improving the development between nations, and industries. Creating at the same
time, more job opportunities, more knowledge, and enrichment for the country and for the
people.

Nevertheless, nowadays the whole world is living a difficult experience because of

the actual situation of COVID- 19. Generating economical problematics, not only for the
families, but for the industries, and government, affecting the whole countries. Because of
circumstances as: not having exportation opportunities, closes of the different physical
stores, increase of the dollar, and reduction of productivity. First of all, is important to
recognize the situation that we are living at this moment, the COVID-19 is affecting, and
reducing the globalization because of different, and extraordinary movements took by the
governments around the world as: close public buildings, companies, as well as the
mobility limitations (Pont, 2020).

The COVID-19 is generating a lot of implications on the digital system on the

consumer’s behavior and Covid-19 marks on common events. Affecting 6 principal factors,
such as: reactive health, and the different politics to manage it, market preparation, taking
into account the different new objects which we have to buy, and have at home; life
changes in quarantine; restricted life; and last but not least try to live with normality.

As a response of this situation a lot of countries around the world have suspended or
reduced the bills payment as well as the taxes on the different bills, to help the people that
does not have work or the opportunity to pay in these difficult situations.
 Case study 4

On the other hand, the people are also experiencing necessities because of the
reduction of production around the different countries, makes us being more responsible, at
the same time that the people are starting to reduce the use, and buy of different products as
clothes, shoes, or furniture. The reduction of famous sports, and culture has also been
significant. An in contrary, the promotion of new, and better healthy habits is getting
importance to the whole world (Noticias ONU, 2020).

Additionally, of these implications, and habits that have been promoting in this
situation is also important to recognize that this king of situation is affecting us not only in
economically, but also in, socially, familiar, psychological, and emotional aspect. For this
reason, is important to promote on the different companies a strategical marketing in order
to work with these secondary effects of the quarantine, to improve in economical way, and
in personal, and social wellbeing.

In conclusion, this project consists on a development of a marketing plan design for

the retails companies in order to improve their income as well as we promote and generate
new jobs for the people that does not have the opportunity. So, this marketing plan is a
called for the small shops, and markets that wants to improve their income as well as
promote help to the people in need in this kind of situations. By the help of multinational
companies with the promotion, and support in order to improve the economical situation of
the different countries by the teamwork between borders (see the table 1 to see the brief).
 Case study 5

Table 1. Brief of the marketing plan.

Objective of the campaign Promote and improve the wellbeing of the people and
the economy of the companies
Target People without work and multinational companies
Company description Retails and multinational companies
Specific necessities Needs of work, money, help between international
companies
KPI’S Improvement of workers, improvement of exportation
products, improvement in productivity
Conditions and limitations - The multinational companies most help with
the project
- There must exist help between retails and big
companies
- Is necessary to talk between governments
Budget At least 1’000 dollars at month
Timing To develop the marketing plan, it must take at least 2
weeks and to implement it about other 2 weeks
Look & feel Publicity images and videos of how can we work by
home and full the necessities of the near people.
People making near deliveries by just one truck arrive
of the company.
Delivery format Video and images

Marketing plan
 Case study 6

First of all, is important to define what marketing is. Marketing is the process by the
company introduce itself in different markets by new and creative strategies in order to
respond to the necessities of different populations (Corbacho, 2016). This means that
thanks to the different strategies implemented by the company that makes possible to
improve, and develop international marketing is possible the economical, and political
growth.

Additionally, is important to recognize that a marketing plan must have some

stages. Beginning with the recognition of the population’s necessities, and following with
the implementation, and adjustment of the products in order to apply and respond to these
necessities (Lerma & Márquez, 2010). For this reason, in this specific case the population
necessity is the problematic that we are enhancing around the whole world which is the
COVID-19.

As a complement of the before mentioned is important to recognize which is the

marketing role in quarantine, in this situation the digital opportunities are growing,
generating that the new clients have to learn and improve their social, and technological
skills to complete their necessities. Taking also into account that this is an important goal to
the new companies to search for an innovative publicity and marketing plan.

Related to this, is important to recognize that the products, production, and

marketing plan must be implemented taking into account the necessities that could be
originated because of this big problematic such us: psychological implications, economical
problems, lost of work, medical issues, etc.
 Case study 7

Figure 1.

At the moment that we understand the interests, and necessities of the people is
useful to begin to work with the modifications such as being a company which promotes
healthy habits, opportunities of grow, and strategies to live in the quarantine.

In this way, is important to recognize the principal necessities expressed by Corbin

(2020) that we as human being have, those are:

 The survival necessities, such as: eat, sleep, drink and breath.
 The wellbeing and satisfaction necessities such as: being part of a culture, have a
car, have amenities, have work.
 Collective necessities such as: public transportation, privacy, order and security.
 Personal necessities like: having a family, health, have friends, social support,
and hobbies.
 Case study 8

Figure 2.

In conclusion to these, is possible to affirm that there are different necessities that
we as human being have. Those are necessities that are related with each one of our areas,
social, cultural, biological and personal. But is also important to recognize that all these
necessities have a bidirectional relationship, which means that when we are not responding
with one of those basic necessities the others have to cover and support the empty, making
more difficult the adaptation process.

Thanks to all mentioned above is possible to understand the real importance of have
a company and industry which understands the real situation and see it as an opportunity to
grow, and implement some strategies that makes us feel backed up and included.
 Case study 9

In this order, the idea of this marketing plan is to enhance the multinational
companies to implement new marketing strategies such as publicity, videos, and banners
responding to this necessities, as well as making a co- work with retails and little shops in
order to sale different products in different places making them the opportunity to grow,
and improve their economy as well as reducing the movement by the clients to the big
companies.

What is expected with this marketing plan is that the clients feel included by the
company, and guided in this difficult situation, offering discounts and new recyclable
opportunities such as the one used by H&M company which is an important multinational
company that offers discounts by the donation of old clothes. In this order, the industries
could be more responsible, and recognized.

Figure 3.

Related to the Figure 3, is important to recognize how the promotion plays an

important role in this situation. As promotion in social network, digital news, YouTube
videos and personal experiences in order to facilitate the clients to feel identified with our
videos and promotions.
 Case study 10

Figure 4.

Last but not least, is important to guarantee the clients loyalty by the
implementation of new natural, and social responsibility. With some aspects like organic
process, recycling, and promoting the responsible use of the products.
 Case study 11

Conclusion

We as human beings have different necessities that must be satisfied, because the
not satisfied of those could generate a big maladaptation, and dysregulation of the people.
Is for that reason that is important to apply strategies that respond to all these necessities,
and in cases like the situation that we are living nowadays is important to follow some
process to create more loyalty and sense of belonging by the clients with the company, and
products. All this thanks to our social, and natural support.

In this reason is important to implement new, and creative publicity to enhance the
loyalty, and sense of belonging of the clients. In this way is important to enhance the digital
marketing, as well as the responsible, and correct use of social media, giving the
opportunity to the different generations to learn and improve their skills.
 Case study 12

References

Corbacho, J. (2016). La publicidad a nivel internacional: estrategias, condicionantes y

límites. Universidad de Vigo. Recovered from:
http://fama2.us.es/fco/congresoaeic/324.pdf.

Corbin, J. (2020). Psicología para profesionales los 13 tipos de necesidades humanas:

¿Cuáles son? Psicología y mente. Recovered from:
https://psicologiaymente.com/psicologia/tipos-de-necesidades-humanas.

Koop, C. (2020). Globalization, What is globalization? Recovered from:

https://www.investopedia.com/terms/g/globalization.asp.

Lerma, A., Márquez, E. (2010). Comercio y marketing internacional cuarta edición.

México: Cengage Learning Editores.

Noticias ONU. (2020). Consejos para prepararse contra el coronavirus en casa y cuidar la
salud mental. Salud, recovered from: https://news.un.org/es/story/2020/03/1471832.

Pont, E. (2020). ¿Cómo afecta el coronavirus a la economía? La vanguardia, España.

Recovered from: https://www.lavanguardia.com/vida/junior-
report/20200316/474199840484/coronavirus-economia-mundial.html.

Recovered from: https://cuadernosdeseguridad.com/2020/04/marketing-digital-covid/