STRATEGIES OF THE BUSINESS OWNERS DURING COVID-19

PANDEMIC IN MALAYBALAY CITY

Presented to the
Faculty of the Hospitality Management Department
BUKIDNON STATE UNIVERSITY
Malaybalay City, Bukidnon

In Partial Fulfillment of the requirements for the

Degree of Bachelor of Science in Hospitality Management

Balore, Janaica Faith N.

Borres, Denyl Denver A.

Cadeliña, Abigail A.

Cagulada, Ivan B.

Demagnaong, Jaeden E.

February 2022
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Contents

Chapter Page

1 The Problem

Introduction 1

Framework of the Study 2

Statement of the Problem 7

Significance of the Study 8

Delimitation of the Study 9

Definition of Terms 10

2 Review of Related Literature

Marketing 11

Management Practices 17

3 Methodology
Research Design 20

Research Locale 20

Participants of the Study 26

Data Gathering Procedure 26

Scoring Procedure 27

Ethical Consideration 28

References 34
Appendices 38
Chapter 1
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The Problem

Introduction

Small businesses are vital to the fircal condition of country, and

equally important is the role leadership plays the role in the health of the

local community (Eveleth, Chung, Eveleth, & O’Neill, 2011). Small

business teachers drive the economy and sustain the technological lead

in the global market place resulting in one-third of all new patents issued

(Cronin-Gilmore, of the study 2012).

Small-business owners are individuals who conceive, launch,

and assume the risk for new economic activities in the form of a business

venture. Muhammad, Akbar, and Dalziel (2011) noted that small

businesses are as old as the tradition of barter and trade. Small business

owners are drivers of innovation that lead to more socially, economically,

and environmentally sustainable outcomes (Gagnon, Michael, Elser, &

Gyory, 2013). The demand for social responsibility for business leaders is

growing and they should incorporate social responsibility into their

organizations (Claydon, 2011). Johnson (2012) pointed out because of

climate changes and the financial crisis; the concept of sustainability is

receiving more attention.

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Fahed-Sreih and Morin-Delerm (2012) revealed that the

success of owners of small businesses was his/her commitment to

attaining the standard of excellence. Stafford, Bhargava, Danes, Haynes,

and Brewton (2010) determined the duration of survival is longer when

small business owners see their business as a way of life and the more

experience the owner has, the longer the duration of the business’s

survival will be (Stafford et al., 2010). Farrington (2012) argued that

many small business owners are unsatisfied with being self-employed

because it is not suitable for their particular personality type. When self-

employment is not suitable for their personality type, it leads to low

levels of job satisfaction and commitment, which eventually often leads

to their failure (Farrington, 2012). The three top personality traits found

to be most suited for self-employment include (a) conscientiousness, (b)

openness to experience, and (c) agreeability (Farrington, 2012). Hunter

(2011) found that small business owners need to maintain the direction

of the business, stay involved, and have a passion to see the business

succeed.

In December 2019, the global health crisis caused by the

Coronavirus Disease 2019 (COVID-19) pandemic began in China (Akpan

et al., 2020a; CDC, 2020; Huang et al., 2020; Ting et al., 2020), catching

the world unawares and unprepared and causing significant havoc to

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business activities, with serious adverse effects on small businesses

(Akpan et al., 2020b; Humphries et al., 2020).

The widespread closing of stores and businesses in the

Philippines and around the world due to the coronavirus is

unprecedented. Stores, factories, and many other businesses have closed

by policy mandate, downward demand shifts, health concerns, or other

factors. Many of these closures may be permanent because of the

inability of owners to pay ongoing expenses and survive the shutdown.

The impact on small businesses around the world is likely to be severe.

Businesses in certain sectors that were defined by the

authorities as essential for continuing economic conduct were allowed to

continue their activities under restrictions like maintaining distance

between employees. Yet, it is unimaginable how things would have gone

had the technologies currently in use by businesses during this global

health pandemic not been as pervasive (Akpan et al., 2020b).

The main purpose of this research is to inform and gather

evidence for theories to the strategies of the small business owner’s

During COVID-19 pandemic, and contribute to developing knowledge in

a field of study. To ensure the sustainability of the business, business

owners should work to apply methods theory to connect the involvedness

of the environment. Which it can be essential to find out the treatments

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of the study to build a strategy. And also, to identify the strategies used

by the small business owner's on how they remained their assets stable

throughout the pandemic.

Framework of the Study

Strategies of the
Business Owners Improved services
during Covid-19
Pandemic in
Malaybalay city

Statement of the Problem

This study aims to determine the strategies of the business owners

during COVID 19 pandemic in Malaybalay City. The COVID-19 pandemic

is a major problem affecting the mental health of millions of people, the

coronavirus pandemic has brought major disruptions worldwide, with

many businesses’ operations are curtailed or dramatically shifted, and

supply chains are disrupted.

Crisis/Adverse financial effects

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The adverse financial effect of this ongoing crisis on businesses is

huge. In addition, employees who work remotely have increased the need

for firms to urgently undertake digital transformations; otherwise, the

firms cannot operate properly. Prior to the pandemic, the case company

had implemented digitalization in its sales function, and when the

pandemic emerged, it extended this adoption to other functions.

Digital Transformation

The digitalization of business processes, for example, collaboration

with the digital shopping platforms Lazada, Shopee, Food Panda and

etc., has driven the market forward and encouraged other functions to

adapt and adopt digital technologies. Moreover, the case company in this

group has begun to encourage digitalization in various organizational

functions.

Significance of the Study

This study was conducted with the aim to provide important

information regarding the chosen topic. The results and findings of this

study will be a tool in getting information needed by the following

internal and external stakeholders.

To the researchers, this will be an instrument that will guide them

in discovering reliable data to further understand the topic.

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To the students, the results and findings of this study may assist

them in determining the strengths and weaknesses of business owners,

motivating them to combat the COVID-19 dilemma. It will also be

beneficial to students as they will learn what strategies can be applied to

motivate them to study while in the midst of this crisis.

To the business owners, we can clearly tell that not all business

owners are aware of what’s best for their business. This research will be

beneficial to business owners because they will be the direct recipients of

the research’s findings. They will be informed of the business owners’

tactics during the COVID-19 pandemic in Malaybalay City and will be

provided with information and cease them from unwanted

irresponsibility in taking care of their business.

To the future researchers may utilize this work as a guide and

source of data when performing new research. They might obtain more

ideas that they can employ in the future to make their research more

fruitful. The researchers hope that this study will be of great use to

future researchers in gaining a wealth of information connected to this

study.

Delimitation of the study

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This study generally aimed to focused on the recent pandemic

(COVID-19) here in the business in Malaybalay City Bukidnon. The

researchers aimed to know the strategies and the impact of the pandemic

to the business owners toward the beginning of the crisis. The

respondents are the owners of small businesses in Malaybalay, City

Bukidnon. The study limited only to the local business owners in

Malaybalay City, Bukidnon

Definition of Terms

The following terms are operationally defined.

Covid-19 Pandemic

According to World Health Organization (WHO) Coronavirus

disease (COVID-19) is an infectious disease caused by the SARS-CoV-2

virus. Most people infected with the virus will experience mild to

moderate respiratory illness and recover without requiring special

treatment. However, some will become seriously ill and require medical

attention. Older people and those with underlying medical conditions like

cardiovascular disease, diabetes, chronic respiratory disease, or cancer

are more likely to develop serious illness. Anyone can get sick with

COVID-19 and become seriously ill or die at any age. The best way to

prevent and slow down transmission is to be well informed about the

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disease and how the virus spreads. Protect yourself and others from

infection by staying at least 1 metre apart from others, wearing a

properly fitted mask, and washing your hands or using an alcohol-based

rub frequently. Get vaccinated when it’s your turn and follow local

guidance.

The virus can spread from an infected person’s mouth or nose in

small liquid particles when they cough, sneeze, speak, sing or breathe.

These particles range from larger respiratory droplets to smaller aerosols.

It is important to practice respiratory etiquette, for example by coughing

into a flexed elbow, and to stay home and self-isolate until you recover if

you feel unwell.

Business owner

A business owner is one person who is in control of the operational

and monetary aspects of a business. Any entity that produces and sells

goods and services for profit, such as an ecommerce store or freelance

writer, is considered a business.

Business owner is a term that refers to individuals who establish

and operate an entity that is engaged in commercial, industrial or

professional activities with the purpose of deriving profits from its

successful operations. Also own the assets of the firm or entity they

formed which they earn passive or active income from. Business owner
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are the legal proprietors of a business, usually in charge of making

decisions significant to the existence of the business in regards to the

products or services offered, the properties or infrastructures and the

partnerships or working relationships that are formed among other

choices that have to be made.

Business Strategy

Business strategy can be understood as the course of action or set

of decisions which assist the entrepreneurs in achieving specific

business objectives. It is nothing but a master plan that the management

of a company implements to secure a competitive position in the market,

carry on its operations, please customers and achieve the desired ends of

the business.

In business, it is the long-range sketch of the desired image,

direction and destination of the organization. It is a scheme of corporate

intent and action, which is carefully planned and flexibly designed with

the purpose of achieving effectiveness, perceiving and utilizing

opportunities, mobilizing resources, securing an advantageous position,

meeting challenges and threats, directing efforts and behavior and

gaining command over the situation.

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is a set of competitive moves and actions that a business uses to attract

customers, compete successfully, strengthening performance, and

achieve organizational goals. It outlines how business should be carried

out to reach the desired ends. Equips the top management with an

integrated framework, to discover, analyze and exploit beneficial

opportunities, to sense and meet potential threats, to make optimum use

of resources and strengths, to counterbalance weakness.

Chapter 2
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Review of Related Literature

This chapter presents the literature and studies used in the

conceptualization of the study. The review of related literature was

organized according to the following themes:

Marketing

Management Practices
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Chapter 3

Methodology

This chapter discusses the methods used in this study. It

includes the research design, research locale, the participants of the

study, the research instrument, the conduct of the study, and collection

of data.

Research Design

A quantitative study is used in this study. The result of conducting

the business owners will be used as researcher’s data to know the

strategies of the business owners during COVID-19 pandemic. A

questionnaire will be administered by sending an email to collect data to

assess the strategies of business owners in Malaybalay City.

Research Locale

This study is to be conducted at Malaybalay City Bukidnon, 8700.

Malaybalay City, the capital city of Bukidnon is located in the central

part of the province.

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Participants of the Study

The participants of this study will cater to all the business owners

in Malaybalay City. There are many establishments that are located in

Malaybalay City locating in the research locale. Due to Covid-19

pandemic that we are currently experiencing some of the establishments

are temporarily closed but some of them are open following the protocols.

Data Gathering Procedure

In this study, the researchers float questionnaires upon gathering

information about the strategies of the business owners during COVID-

19 pandemic in Malaybalay City. The researcher asked for approved

letter from the College of Business Dean and the adviser. The

questionnaires are designed using open-end questions towards the

business owners. The researchers will also use virtual data collection

instruments due to Covid-19 there are many government protocols that

need to obey the rules of new normal.

Scoring Procedure

Ethical Consideration

References
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APA 7TH GEN

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Appendices