How Do Organisations Adapt Their Marketing Mix in Response to Crises to Navigate Them Successfully?

Research Article
Open access

How Do Organisations Adapt Their Marketing Mix in Response to Crises to Navigate Them Successfully?

Jiacheng Lin 1 , Xueguan Wang 2 , Yunchengcheng Zhu 3* , Zaixing Zheng 4
  • 1 Nanjing Foreign Language School Xianlin Campus, Nanjing, 210023, China    
  • 2 Scots College, Wellington, 6022, New Zealand    
  • 3 ZiboShiyan High School, International Department, Zibo, 255000, China    
  • 4 école Jeannie Manuel, Lille, 59700, France    
  • *corresponding author biancacczhu@gmail.com
Published on 21 March 2023 | https://doi.org/10.54254/2754-1169/3/2022836
AEMPS Vol.3
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-15-7
ISBN (Online): 978-1-915371-16-4

Abstract

The break out of COVID-19 pandemic has caused a violent strike to many enterprises, in such an emergency time, business owners are getting antsy to find ways and even new business models to survive. This article provides a perspective for managers that shows how the current Covid-19 has had a severe impact on global businesses, explains how excellent companies effectively adapt and navigate the marketing mix variables (7Ps), and integrates the fragmented strategy literature.

Keywords:

Marketing, Marketing Mix, Crisis, COVID-19

Lin,J.;Wang,X.;Zhu,Y.;Zheng,Z. (2023). How Do Organisations Adapt Their Marketing Mix in Response to Crises to Navigate Them Successfully?. Advances in Economics, Management and Political Sciences,3,564-571.
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References

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[4]. Mahmud A. & Ding D.H. & Hasan M. Corporate Social Responsibility: Business Responses to Coronavirus (COVID-19) Pandemic. January-March 2021: 1–17 © The Author(s) 2021 DOI: 10.1177/2158244020988710

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[7]. Zhang Y. N. (2021). Hongxing Erke donation hit the red 100 days. https://finance.sina.com.cn/chanjing/gsnews/2021-11-03/doc-iktzscyy3467551.shtml

[8]. Booms B. & Bitner M. J. (1981). "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George, (eds), Marketing of Services, Chicago: American Marketing Association, 47-51.

[9]. Herzberg Frederick & Mausner Bernard & Snyderman Barbara B. (1959). The Motivation to Work (2nd ed.). New York: John Wiley and Sons

[10]. Laura Colombo. (2020). The New Challenges For Human Resources In The Pandemic Era, Forbes

[11]. Anupriya H. (n.d.). Role of the HR during the pandemic of COVID-19? https://hrmantra.com/Blog/Role-of-the-HR-during-the-pandemic-of-COVID-19.aspx

[12]. Stimpson P. & Smith A. (2011). Business and Management for the IB diploma. Cambridge university press, ISBN 978-0-521-14730-9, Page 434, 435

[13]. Mark R. (n.d.). Fighter Brand Strategy Considerations. https://www.brandingstrategyinsider.com/fighter-brand-strategy-considerations/

[14]. Hyatt J. (2008). While it's tempting to cut prices during tough economic times, introducing a “fighter brand may be better." https://www.cfo.com/strategy/2008/12/and-in-this-corner-the-price-fighter-533/

[15]. Gourville, J., & Soman, D. (2002). Pricing and the psychology of consumption. Harvard business review, 80(9), 90-6.

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[24]. Cheng E. (2021). Warren Buffett-backed BYD sold fewer all-electric cars than before the pandemic. https://www.cnbc.com/2021/07/06/warren-buffett-backed-byd-all-electric-car-sales-below-pre-pandemic.html

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[27]. BYD.(n.d.) BYD OPENS WORLD’S LARGEST FACE MASK MANUFACTURING PLANT, https://en.byd.com/news/byd-opens-worlds-largest-face-mask-manufacturing-plant/

[28]. Starbucks Stories and news. (2020). Starbucks Response to COVID-19 across EMEA: prioritising the health and safety of our partners and customers. https://stories.starbucks.com/emea/stories/2020/starbucks-emea-response-to-covid-19-prioritising-the-health-and-safety-of-our-partners-and-customers/

[29]. Starbucks. (n.d.) Introduction. https://www.starbucks.fr/

[30]. Hunt R. (2009). Should you launch a fighter brand? https://hbr.org/2009/10/should-you-launch-a-fighter-brand

[31]. Ling J.W. (2020). 2020 Online fresh food Industry Report: Jingdong’s new online market takes the lead, Xinghua news. http://www.xinhuanet.com/tech/2020-10/28/c_1126667926.htm

[32]. Jingdong Logistic. (n.d.). Cold chain service. https://www.jdl.cn/ColdChain/

[33]. Larrisa H. (1994). After-sale service necessity and effectiveness https://www.diva-portal.org/smash/get/diva2:1018705/FULLTEXT01.pdf

[34]. Tian N. (2020). "2020 Online Fresh Food Industry Report": Jingdong fresh food market accounted for 25.8%. https://www.dsb.cn/130383.html

[35]. iResearch. (2020). The research report on the Fresh food e-commerce industry in China. https://pdf.dfcfw.com/pdf/H3_AP202105191492657272_1.pdf?1621446343000.pdf

[36]. Hoekstra J.C. & Leeflang P.S.H. (2020). Marketing in the era of COVID-19. Ital. J. Mark. 2020, 249–260.

[37]. Michael J. B. (2009). What goes around, <Journal of customer behaviour>

[38]. Queensland government. (n.d.). The 7 Ps of marketing. https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing

[39]. Yong G. (n.d.) Marketing innovations during a global crisis: A study of China firms’ response to COVID-19

Cite this article

Lin,J.;Wang,X.;Zhu,Y.;Zheng,Z. (2023). How Do Organisations Adapt Their Marketing Mix in Response to Crises to Navigate Them Successfully?. Advances in Economics, Management and Political Sciences,3,564-571.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 6th International Conference on Economic Management and Green Development (ICEMGD 2022), Part Ⅰ

ISBN：978-1-915371-15-7(Print) / 978-1-915371-16-4(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2022
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.3
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Li D.Y. (2021). China Food and Beverage Category and Brand Development Report 2021. China Economic Net. http://www.ce.cn/cysc/sp/info/202108/13/t20210813_36805846.shtml

[2]. Batty, R. J. & Cuskelly, G. & Toohey, K. (2016). Community sports events and CSR sponsorship: Examining the impacts of a public health agenda. Journal of Sport and Social Issues, 40(6), 1–20. https://doi.org/10.1177/0193723516673189

[3]. Droppert H. & Bennett, S. (2015). Corporate social responsibility in global health: An exploratory study of multinational pharmaceutical firms. Globalisation and Health, 11(15), 1–8. https://doi.org/10.1186/s12992-015-0100-5

[4]. Mahmud A. & Ding D.H. & Hasan M. Corporate Social Responsibility: Business Responses to Coronavirus (COVID-19) Pandemic. January-March 2021: 1–17 © The Author(s) 2021 DOI: 10.1177/2158244020988710

[5]. China Market Information Survey Industry Association (CAMIR). (2020). Online Fresh Industry Report 2021. https://news.futunn.com/en/post/7733385?level=1&data_ticket=1649982346720377

[6]. Qian Z. (2021). Hongxing erke market development and net profit at this stage. http://news.sohu.com/a/503077964_473133

[7]. Zhang Y. N. (2021). Hongxing Erke donation hit the red 100 days. https://finance.sina.com.cn/chanjing/gsnews/2021-11-03/doc-iktzscyy3467551.shtml

[8]. Booms B. & Bitner M. J. (1981). "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George, (eds), Marketing of Services, Chicago: American Marketing Association, 47-51.

[9]. Herzberg Frederick & Mausner Bernard & Snyderman Barbara B. (1959). The Motivation to Work (2nd ed.). New York: John Wiley and Sons

[10]. Laura Colombo. (2020). The New Challenges For Human Resources In The Pandemic Era, Forbes

[11]. Anupriya H. (n.d.). Role of the HR during the pandemic of COVID-19? https://hrmantra.com/Blog/Role-of-the-HR-during-the-pandemic-of-COVID-19.aspx

[12]. Stimpson P. & Smith A. (2011). Business and Management for the IB diploma. Cambridge university press, ISBN 978-0-521-14730-9, Page 434, 435

[13]. Mark R. (n.d.). Fighter Brand Strategy Considerations. https://www.brandingstrategyinsider.com/fighter-brand-strategy-considerations/

[14]. Hyatt J. (2008). While it's tempting to cut prices during tough economic times, introducing a “fighter brand may be better." https://www.cfo.com/strategy/2008/12/and-in-this-corner-the-price-fighter-533/

[15]. Gourville, J., & Soman, D. (2002). Pricing and the psychology of consumption. Harvard business review, 80(9), 90-6.

[16]. Swatch group. (2021). Annual report 2021. https://www.swatchgroup.com/sites/default/files/media-files/swatchgroup_rdg21_gb_finance.pdf

[17]. McCarthy, E. J. & Shapiro, S. J. & Perreault, W. D. (1979). Essential marketing (pp.29-33). Ontario, CA, USA: Irwin-Dorsey.

[18]. Grashuis J. & Skevas T. & Segovia M.S. (2020). Grocery shopping preferences during the COVID-19 pandemic. Sustainability, 12(13), p.5369.

[19]. Bradshaw Jenny. (2021). What is a Channel Shift Definition? Proto. https://www.prodo.com/blog/ what-is-channel-shift

[20]. IKEA. (n.d.) Introduction of IKEA. https://about.ikea.com/en/about-us/year-in-review

[21]. Norris McLaughlin P.A. (2022). Time to learn from the past. If COVID-19 taught us anything, businesses need to be ready with alternative sources of supply and distribution, The National Law Review.

[22]. Anita Hummel. (n.d.). Why Is Product Development Important in Marketing? Anita Hummel https://mondoro.com/why-is-product-development-important-in-marketing/

[23]. Takeuchi H. & Nonaka I. (1986). The New New Product Development Game. Harvard Business Review. https://hbr.org/1986/01/the-new-new-product-development-game

[24]. Cheng E. (2021). Warren Buffett-backed BYD sold fewer all-electric cars than before the pandemic. https://www.cnbc.com/2021/07/06/warren-buffett-backed-byd-all-electric-car-sales-below-pre-pandemic.html

[25]. Nika. (2021). BYD’s revenue soars 108.31% year on year in the first quarter of 2021. Gasgoo. https://autonews.gasgoo.com/china_news/70018200.html

[26]. Sina Economy. (2021). Byd made a net profit of 4.2 billion yuan in 2020, mostly from mask manufacturing and government subsidies. https://baijiahao.baidu.com/s?id=1695759842383904629&wfr=spider&for=p

[27]. BYD.(n.d.) BYD OPENS WORLD’S LARGEST FACE MASK MANUFACTURING PLANT, https://en.byd.com/news/byd-opens-worlds-largest-face-mask-manufacturing-plant/

[28]. Starbucks Stories and news. (2020). Starbucks Response to COVID-19 across EMEA: prioritising the health and safety of our partners and customers. https://stories.starbucks.com/emea/stories/2020/starbucks-emea-response-to-covid-19-prioritising-the-health-and-safety-of-our-partners-and-customers/

[29]. Starbucks. (n.d.) Introduction. https://www.starbucks.fr/

[30]. Hunt R. (2009). Should you launch a fighter brand? https://hbr.org/2009/10/should-you-launch-a-fighter-brand

[31]. Ling J.W. (2020). 2020 Online fresh food Industry Report: Jingdong’s new online market takes the lead, Xinghua news. http://www.xinhuanet.com/tech/2020-10/28/c_1126667926.htm

[32]. Jingdong Logistic. (n.d.). Cold chain service. https://www.jdl.cn/ColdChain/

[33]. Larrisa H. (1994). After-sale service necessity and effectiveness https://www.diva-portal.org/smash/get/diva2:1018705/FULLTEXT01.pdf

[34]. Tian N. (2020). "2020 Online Fresh Food Industry Report": Jingdong fresh food market accounted for 25.8%. https://www.dsb.cn/130383.html

[35]. iResearch. (2020). The research report on the Fresh food e-commerce industry in China. https://pdf.dfcfw.com/pdf/H3_AP202105191492657272_1.pdf?1621446343000.pdf

[36]. Hoekstra J.C. & Leeflang P.S.H. (2020). Marketing in the era of COVID-19. Ital. J. Mark. 2020, 249–260.

[37]. Michael J. B. (2009). What goes around, <Journal of customer behaviour>

[38]. Queensland government. (n.d.). The 7 Ps of marketing. https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing

[39]. Yong G. (n.d.) Marketing innovations during a global crisis: A study of China firms’ response to COVID-19

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