Impact of the COVID-19 pandemic on the tools and sales strategies of micro and small businesses in the city of Chihuahua

Abstract

Goals: Learn about the impact of the COVID-19 pandemic on the sales tools and strategies for SMEs (Micro and small enterprises) in the city of Chihuahua, Mexico. - Identify sales tools and strategies most used before and after the pandemic. - Learn which strategies are designed and implemented after the pandemic. - Evaluate if the new sales strategies applied, generate an increase in the Mypes profit. - Direct sales strategies based on digital marketing tools. Methodology: Quantitative research is carried out through the survey method whose purpose is to identify the relationship between sales strategies and the continuance in the market of SMEs in the city of Chihuahua, which are applied before, during, and after the pandemic caused by the SARS-CoV-2 virus. The purpose of this research is to study a representative sample of companies through a descriptive investigation designed with a questionnaire of 11 closed questions: dichotomous and multiple choice. A sample of 211 companies was obtained, in which only SMEs were considered to carry out the research. Contribution: Digital marketing is necessary for companies if they want to stay in the market and increase their share.