Marketing strategies used in crisis - study case

Nistorescu, Tudor and Puiu, Silvia (2009): Marketing strategies used in crisis - study case.

Abstract

The economic and financial crisis affected all the economic sectors, spreading all over the world. The retail sector had to adapt to their customers ´preferences and needs, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. The purpose of this paper was to examine how Romanian retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.A qualitative method was chosen for this research, and the empirical data was gathered from two companies in the Romanian retail sector: Real Hypermarket and Carrefour. Primary data was collected through annual information from their websites, annual reports and different articles. Both companies observed some changes in the behavior and preferences of their customers, so they implemented some marketing strategies during the crisis. The research is useful for companies being in a similar situation, in order to see how the crisis can be managed.

• Item Type: MPRA Paper
• Language: English
• Keywords: strategy, retail, Carrefour, Real, hypermarket
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

References

Ang, S. H., Leong, S. M., & Kotler, P. (2000). The Asian apocalypse: crisis marketing for consumers and businesses. Long Range Planning

Ferrell, O.C & Hartline, M.D. (2002). Marketing Strategy 4th Edition. Thomson South-Western, United States of America

Hooley, G., Piercy, N.F. and Nicoulaud, B. (2008). Marketing Strategy and Competitive Positioning. 4th Edition. Pearson Prentice Hall, United Kingdom.

Porter, M.E. (1985). Competitive Advantage, The Free Press, New York

Prahalad, C.K. and Hamel, G. (1990). The core competence of the corporation, Harvard Business Review, Vol. 68, No. 3

Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal,Vol. 5, No. 2

Woertz, E, impact of the US fina ncia l crisis on GCC countries, GRC Report, October, 2008