La empresa en tiempos de covid-19. Estudio de caso: “Arturo Calle”

Abstract

This research project was born from the motivation generated by the company Arturo Calle at the beginning of the pandemic when it took the initiative to close all its stores and factories, but without ceasing to pay its employees the corresponding salary, which caused it to be one of the news most widely disseminated nationwide. Based on this, the curiosity arose to find out what strategies they would create and execute in order to keep the company running and continue generating income during the economic, environmental and social crisis generated by the SARSCoV-2 virus or as most know it “Covid-19” or “Coronavirus”. This also raised the question of what was the impact that this company was generating in the same social, environmental and economic sphere, and that it was causing the negative effects of Covid-19 in the country to be mitigated, if the management carried out by the company in the midst of the pandemic would change the way consumers or the target audience see the brand and if these strategies that the company executed can be implemented in other smaller companies that need it to be able to subsist within their market niche in the midst of the crisis gone through. In the following research work, the necessary information was collected to define the strategies used by the company Arturo Calle in the midst of the pandemic, in addition to its corporate social responsibility, the opinion of the people residing in the city was taken into account Tunja to measure the perception of the image of the Arturo Calle brand in the city and finally a strategic management plan was proposed based on the strategies of the company Arturo Calle and other authors supported by administrative, financial, innovation and marketing foundations , which will be summarized in a functional and intuitive primer that will serve as an information and knowledge base for microentrepreneurs who seek to implement an administrative and digital transformation to their business in order to face the crisis generated by the Covid-19 virus or any other subsequent crisis.