Date of Publication

8-15-2021

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Advisor

Mary Margaret O. Que

Defense Panel Chair

Shieradel Jimenez

Defense Panel Member

Maricel Balatbat
Denver Bingski Daradar

Abstract/Summary

The purpose of this integrative action research is to mitigate the depletion of the business capital of the Frequent Flyers Co. (FFC) to allow its continuous operation during and post-pandemic situation.

With the uncertainty brought by the COVID-19 pandemic in the micro and small businesses, the researcher and collaborators determined that the business must adapt to the new normal set-up. In the 1st cycle of the research, it was observed that the business capital of the FFC was continuously decreasing due to the consistent expenses incurred by the company even it is not operating. The researcher and collaborators determined that an intervention must be conducted to minimize or mitigate the continuous decrease in business capital. Therefore, it was agreed to reopen the store and provide interventions that are focused on lowering the expenses incurred by the company and creating an effective marketing strategy to generate sales. However, these interventions did not translate to the expected outcome of the FFC partners.

In the 2nd cycle, the researcher and collaborators agreed to reopen the store and focus on the delivery and marketing strategy improvement. Though the outcome of the sale generated is relatively higher compared to the 1st cycle. It was still determined to be lacking since the break-even point of the business was still not met. Further, it was determined that the continuous operation during the lockdown is not effective to mitigate the decrease in business capital.

After the action research, it was understood that the approaches or interventions during the action research does not guarantee success for the micro and small businesses. Different factors such as location, product substitutes, and marketing reach plays a bigger role in the success of the business during the pandemic situation.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

76 leaves, color illustrations

Keywords

Small business—Philippines--Finance; Capital--Philippines; Internet marketing--Philippines

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Embargo Period

9-29-2021

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