As estratégias adotadas pelos microempreendedores no enfrentamento da pandemia da COVID-19 em Codó-Ma

Abstract

On March 11, 2020, the director general of the World Health Organization (WHO) declared the new coronavirus (COVID-19) a pandemic. Thus, society faced the biggest health crisis in the century, with the emergence of measures to restrict the movement of people (quarantine, social isolation and lockdown) that followed in cities, regions and countries around the world, in order to contain the spread of the virus. . Considering the business scope, companies reduced their production, had to cut expenses and still look for alternatives to maintain a minimum functioning of their respective enterprises. In view of this, the general objective is to analyze the strategies adopted by micro-entrepreneurs to remain in the market in the face of the COVID-19 pandemic in Codó-Ma. In order to fulfill this objective, this research was characterized as descriptive with a qualitative approach. In a field research of the multicase type, an electronic questionnaire with 10 (ten) microentrepreneurs from the city of Codó-Ma was used as a data collection instrument. Soon, the study showed that the reduction in sales and consequent decrease in revenue, social isolation, difficulty in retaining customers in the face of the scenario imposed by the Covid-19 pandemic, maintaining employees and returning to work were some of the challenges faced by microentrepreneurs during the pandemic. Thus, it is concluded that the strategies advocated by Mintzberg, Ahlstrand and Lampel (2010) are still used and are relevant for companies