MARKETING STRATEGIES USED BY NON-FOOD SMES AMIDST COVID-19 OUTBREAK IN MONKAYO, DAVAO DE ORO

This study was conducted in Monkayo, Davao de Oro from July to December 2021 to determine the marketing strategies of non-food enterprises to cope with the pandemic. Specifically the study aimed to determine the organizational structure, capitalization, basis in determining marketing strategies and performance of SMEs. Data were analysed using descriptive statistics and the use of financial statements.

It was found out that most of the SMEs are sole proprietorship form of business. As to capitalization, it ranges from 50,000 to 500,000 and the source are from own savings and bank loans. For the basis in formulating their market strategies, it was found out that they used new trends and the 4 Ps in marketing. Hence, they formulated different marketing strategies such as advertising in social media, online selling, word of mouth and print ads. For those who used social media and online selling, the most common platform t used was Facebook. However, it was observed that they have different online marketing strategies. As to their performance, the ROI ranged around 11-15% as of year 2021 while the Gross annual income ranges from 1,000,001-5,000,000.

With the above result, it can be implied that SMEs were able to survive despite the Pandemic because of their marketing strategies.