Abstract
<p>The impact of a dangerous pandemic to human life is not a new chapter in human history. However, the silent enemy (Covid-19) pandemic crept from Wuhan City, Hubei Province, China, at an exponential rate that it shifted the rhythm of the world. The crisis that started in China has become a global crisis that crippled many nations in terms of health and economy. From the events that have happened and still happening, we can notice that humans were not prepared for the onslaught of this killer pandemic. The businesses and industries in Malaysia were also not spared by this killer pandemic. One of the hard-hit industries, due to this pandemic is the automotive industry in Malaysia. Therefore, this research aims to discover how Covid-19 pandemic has impacted the marketing efforts undertaken by the automotive industry in Malaysia. Consequently, to achieve the objective of this research, the survey technique is used to develop a detailed profile, which is gathered from 337 out of 450 formal standardized questionnaires sent online to marketers at twelve automotive companies in Malaysia. This research applied the quantitative methods to yield empirical results and validations that answer the research question. The literature examined the areas of the marketing concept, context and strategies to fill the gap and to determine the significant relationship between the Covid-19 pandemic and the marketing efforts undertaken by the marketers of the automotive industry. The analysis shows that Covid-19 pandemic has a significant relationship and correlated negatively to marketing efforts. The hypothesis proved that Covid-19 pandemic has a significant relationship with marketing efforts. Thus, this study could also help all other businesses and industries in Malaysia stay vigilant and overwhelm the assault of this silent enemy. By making a shift to its marketing concept, context and strategies, the automotive industry could regain its momentum from the onslaught of the silent enemy (Covid-19) pandemic.</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0626/a.php" alt="Hit counter" /></p>
Highlights
Covid-19, a silent and invisible killer virus, was first declared by the World Health Organisation in January 2020 (WHO, 2020)
The social distancing measure and the widespread lockdown have curbed the spread of the infections in Malaysia with zero infections recorded on July 1, 2020, but these measures have created a profound impact on the Malaysian economy and the marketing efforts of many businesses (Buchman, 2020; Vafainia, 2020)
The following sections present the results obtained from the research on the relationship between the Covid-19 pandemic and the marketing efforts undertaken by marketers in the automotive industry in Malaysia
Summary
Covid-19, a silent and invisible killer virus, was first declared by the World Health Organisation in January 2020 (WHO, 2020). The social distancing measure and the widespread lockdown have curbed the spread of the infections in Malaysia with zero infections recorded on July 1, 2020, but these measures have created a profound impact on the Malaysian economy and the marketing efforts of many businesses (Buchman, 2020; Vafainia, 2020). Even though the assault of this silent enemy and unforgiving killer virus (Covid-19 pandemic) will end soon with the discovery of a vaccine, but its impact on the political, economic, social, technological, cultural and legal environment will not vanish soon. The maximum effect will only be recognized when the pandemic's impacts reach its pinnacle (Jackson et al, 2020; Vafainia, 2020; HBR, 2020)
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