Entrepreneurial Marketing Strategies (EMS) of MSMEs after Pandemic in Poblacion Uno, Cabuyao City, Laguna
Jomar C. Gamana
College of Business and Management, CITI Global College, Cabuyao City, Laguna
Kristel M. Camince
College of Business and Management, CITI Global College, Cabuyao City, Laguna
Emmren Joy S. Capul
College of Business and Management, CITI Global College, Cabuyao City, Laguna
Mark Alvin B. Garcia
College of Business and Management, CITI Global College, Cabuyao City, Laguna
Mark Justin B. Dogmoc
College of Business and Management, CITI Global College, Cabuyao City, Laguna
Divine C. Cardinal
College of Business and Management, CITI Global College, Cabuyao City, Laguna
Maria Bea R. Castillo
College of Business and Management, CITI Global College, Cabuyao City, Laguna
ABSTRACT:
This study investigates the effectiveness of Entrepreneurial Marketing Strategies (EMS) employed by Micro, Small, and Medium-sized Enterprises (MSMEs) in Poblacion Uno, Cabuyao City, Laguna, in the post-COVID-19 pandemic era. Recognizing the vital role of EMS in navigating the increasingly volatile and competitive business landscape, the research employed a descriptive-quantitative approach to examine how MSMEs adapt and utilize these strategies to survive, compete, and thrive. A self-developed questionnaire, based on existing literature and validated instruments, was used to gather data from MSME owners regarding their demographic characteristics, EMS utilization, and perceived effectiveness of these strategies. The findings reveal a dynamic landscape of predominantly female, older, and more educated MSME owners who, despite facing financial constraints, demonstrate a proactive approach to EMS, particularly in adopting digital strategies and showcasing customer-centricity. However, weaknesses exist in areas like market research, performance measurement, and online advertising, necessitating further support and research to fully leverage the potential of EMS. Interestingly, the effectiveness of EMS appears consistent across different demographic characteristics, highlighting the importance of experience, skills, and adaptability in navigating the post-pandemic business environment. The study provides valuable insights for policymakers and support organizations seeking to assist MSMEs in their recovery and growth through tailored interventions that strengthen their competitiveness and ensure long-term sustainability.
Published in: International Journal of Research in Interdisciplinary Studies (Volume 2, Issue 11, November 2024)
Page(s): 142-148
Date of Publication: 30/11/2024
Publisher: IJRIS
Cite as: Jomar C. Gamana, Kristel M. Camince, Emmren Joy S. Capul, Mark Alvin B. Garcia, Mark Justin B. Dogmoc, Divine C. Cardinal, Maria Bea R. Castillo, “Entrepreneurial Marketing Strategies (EMS) of MSMEs after Pandemic in Poblacion Uno, Cabuyao City, Laguna,” in International Journal of Research in Interdisciplinary Studies, vol. 2, no. 11, pp. 142-148, November 2024.