Global Trading Practices

Joel Michael McCoy

Bachelor's thesis

Abstract:

Abstract Marketing has seen massive shifts into how customers interact with businesses due to the pandemic. This truth that has been catalyzed by the pandemic and has pressured many multi-national corporations to drastically alter their marketing practices while others advanced procedures that were already in practice. The research for this thesis consists of an evaluation of official disseminations of three multi-national corporations who are leaders of the most impacted industries affected by the pandemic: airlines, clothing, and food service. Understanding the pre-pandemic marketing strategies of these companies is paramount to the evolution of more resilient strategies. A case-study approach of each company has been utilized to establish qualitative data. This qualitative data has been derived by establishing a coding procedure. Coding was categorized into five main classifications: Sustainability, Expansion, Customer Experience, Social Responsibility and Events. This data has been used to form a succinct conclusion in regard to the evolution of marketers and MNC’s post-pandemic.

Abstract:

Abstract Marketing has seen massive shifts into how customers interact with businesses due to the pandemic. This truth that has been catalyzed by the pandemic and has pressured many multi-national corporations to drastically alter their marketing practices while others advanced procedures that were already in practice. The research for this thesis consists of an evaluation of official disseminations of three multi-national corporations who are leaders of the most impacted industries affected by the pandemic: airlines, clothing, and food service. Understanding the pre-pandemic marketing strategies of these companies is paramount to the evolution of more resilient strategies. A case-study approach of each company has been utilized to establish qualitative data. This qualitative data has been derived by establishing a coding procedure. Coding was categorized into five main classifications: Sustainability, Expansion, Customer Experience, Social Responsibility and Events. This data has been used to form a succinct conclusion in regard to the evolution of marketers and MNC’s post-pandemic.

Keywords

Keywords Customer Experience, Events, Expansion, Social Responsibility, Sustainability.

Language used: English

Date on which the thesis was submitted / produced: 19. 4. 2022

Thesis defence

• Date of defence: 10. 6. 2022
• Supervisor: PhDr. Martina Švecová, MSc
• Reader: Ing. Dagmar Frendlovská, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Marketing Communication / Marketing Communication