Implicit Effects of Coronavirus Pandemic on Marketing Strategies and Consumers’ Preferences

Sena Kenanoglu

Bachelor's thesis

Abstract:

With the unexpected outbreak of the Covid-19 pandemic, whole world experienced significant changes in their lives. Everybody around globe effected from the pandemic physically, psychologically, socially, and economically. Fear of health, combined with limited financial resources caused some serious changes in customer behaviour. Consumers started hoarding essential household supplies, avoided purchasing luxury products, gave up their entertainments such as outside dinner, concerts, or movies. With changing customer behaviour, businesses also experienced difficulties. Regardless from the industry, all businesses took a hit from the pandemic and economical results were staggering for the whole world. In the times of crisis, firms had to took actions with different business operations and marketing strategies to maintain their businesses. They found new channels to reach their customers, revised their prices, and used new advertisements. Automotive industry was one of the most effected businesses from the pandemic. As consumers avoided luxury products, vehicle sales dropped significantly. This study provides a literature review on the economic impact of Covid-19 around the world, examples of successful marketing strategies, as well as the social and health impact of the pandemic. The impact of Covid-19 outbreak on the automotive sector are provided with examples and business operations, sales, and marketing strategies of several brands, and more specifically Skoda Auto, a Czech based car manufacturer. To evaluate the strategies, a survey in Czech Republic also conducted on the marketing strategies of Skoda and results are discussed to come to a conclusion.

Keywords

marketing pandemic, marketing strategy, operational management, consequence, consumers, preferences

Language used: English

Date on which the thesis was submitted / produced: 17. 3. 2024

Thesis defence

• Supervisor: doc. Ing. Vladimír Krepl, CSc.
• Reader: Safwan Ghanem, Ing.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration