IMPACT OF COVID-19 ON AGRIBUSINESS SME’S E-MARKETING STRATEGIES: THE CASE OF COMPANY AGRO JUNIKOM
Journal
Journal of Agricultural, Food and Environmental Sciences
Date Issued
2022
Author(s)
Stojoska, Sanja
DOI
10.55302/jafes22763038s
Abstract
The aim of this study is to compare differences that occur in SMEs E-marketing and E
business approach in the digital era since the advent of Covid-19. The events associated with
the pandemic have forced more consumers to meet their needs online, and many businesses to
adjust to this new reality. SMEs became most vulnerable, considering their dependency on the
velocity of money from merchandise sales. The decreased demand disturbed companies’ cash
flow. The same applies for agribusiness SMEs in North Macedonia. This paper is based on a
case study for Agro Junikom, a medium-sized, agribusiness enterprise in North Macedonia. It
shows the results of analytical and comparative analysis of the changes of company’s
perception and approach regarding the digital space since the onset of the pandemic. The first
interview was conducted in 2018, and the second one in 2022, after the Covid-19 forced
digitalisation. The results are graphically displayed using a Business Model Canvas, and
present the transition of a business model, from traditional to digital marketing approach.
Results show that by increasing the online presence, with already existing technological
infrastructure and staff readiness, the enterprise introduces an additional sales channel and
targets an additional customer segment. By doing so, additional value is created. The positive
response to this change is evident in terms of cost and income structure, where the cost structure
remains unchanged, while an additional source of income is introduced. Therefore, the addition
of e-marketing tools to the already established marketing strategy, was a necessary movement
to maintain, and even improve enterprise’s performance and market presence, in an
unexpected, critical occurrence had a significant influence on business operations.
business approach in the digital era since the advent of Covid-19. The events associated with
the pandemic have forced more consumers to meet their needs online, and many businesses to
adjust to this new reality. SMEs became most vulnerable, considering their dependency on the
velocity of money from merchandise sales. The decreased demand disturbed companies’ cash
flow. The same applies for agribusiness SMEs in North Macedonia. This paper is based on a
case study for Agro Junikom, a medium-sized, agribusiness enterprise in North Macedonia. It
shows the results of analytical and comparative analysis of the changes of company’s
perception and approach regarding the digital space since the onset of the pandemic. The first
interview was conducted in 2018, and the second one in 2022, after the Covid-19 forced
digitalisation. The results are graphically displayed using a Business Model Canvas, and
present the transition of a business model, from traditional to digital marketing approach.
Results show that by increasing the online presence, with already existing technological
infrastructure and staff readiness, the enterprise introduces an additional sales channel and
targets an additional customer segment. By doing so, additional value is created. The positive
response to this change is evident in terms of cost and income structure, where the cost structure
remains unchanged, while an additional source of income is introduced. Therefore, the addition
of e-marketing tools to the already established marketing strategy, was a necessary movement
to maintain, and even improve enterprise’s performance and market presence, in an
unexpected, critical occurrence had a significant influence on business operations.
Subjects
File(s)![Thumbnail Image]()
Loading...
Name
1844-Conference Proceeding-5033-1-10-20240617.pdf
Size
434.99 KB
Format
Adobe PDF
Checksum
(MD5):6579b981c5f45020aa15e24df8556d0e