IS MARKETING THE SOLUTION FOR SMALL AND MEDIUM ENTERPRISES? POST-COVID-19 CASE

Abstract

ABSTRACT One of the greatest fears in small and medium-sized companies is making expenditures or investments in advertising to encourage purchases and repeat purchases. Small and Medium Enterprises (SMEs) are vulnerable at the beginning to incur expenses due to the nature of the risk of not returning those investments and converting them materially into profits. This study focuses on the investigation of advertising returns on a family owned private limited raw-frozen chicken business during the time of COVID-19. Being a small company in Central America within what is conventionally considered a market led by two multinational companies, it was established that the competitive advantages of the company would be the non-use of hormones, no antibiotics and no forced breeding; since, it is perceived that the big brands do use them. This study did not focus on the marketing used and only on the amounts and their effect on the consumption/purchase of frozen chicken. Is there a positive return for investing in advertising? Keywords small and medium enterprises, marketing, investment.