O marketing digital como uma alternativa em tempos de pandemia: um estudo de caso das ações do Magazine Luiza no enfrentamento da pandemia do COVID19

Abstract

In the modern year 2020, the global population finds itself in a situation never seen before by the outbreak of COVID-19 infections. In this scenario of uncertainty and fear, the global population faced a health and economic crisis, which had to be dealt with over the months, leading to a reduction in income and the closing of several companies in Brazil and in the world. In this situation we have Magazine Luiza, a company chosen for the study due to its strong social experience, awareness of innovation and practices related to marketing and sales strategies. Within the period of the pandemic, the company, through digital, sought to avoid a crisis for its employees to reduce the problems caused by the pandemic. This work of work was defined as planned strategies for the viruses planned by the company Luiza for the company still the results and the results defined as defined as the physical sales and the problems defined by the viruses, the factors of the actions of the companies. To understand these methods, concepts from theoretical studies such as Philip Kotler and Martha Gabriel were used to support the methods used by Magazine Luiza and demonstrate its evolution, even in a time of economic and health crisis. For methodological research, authors such as Robert Stake, Robert Yin and Antonio Carlos Gil were used, using their concepts for research and treatment of important data for research. Magazine Luiza, strengthening the company from a financial, digital and social point of view. Transforming the experience for global reference into a great success story.