Estratégias de marketing: um estudo de caso no setor solar fotovoltaico em meio à crise da pandemia da COVID-19

Abstract

With the emergence of the new coronavirus in 2019, the world went through an epidemiological crisis. COVID-19 was a disease that had a high rate of spread and caused millions of deaths. The new coronavirus pandemic arrived in Brazil in February 2020 and spread rapidly, reaching most states in less than a month. This pandemic not only caused a crisis in the Brazilian health system, but also in the economy. The distributed generation market, more specifically in the solar photovoltaic sector, went through several difficulties in 2020. One of the reasons is the fact that it is a market that needs direct sales through the presentation of commercial proposals. Among those affected in this market by the effects of the pandemic, one of them was the company Ergos PAE and to overcome this year's difficulties it needed to develop and apply marketing strategies to improve sales and survive the crisis. For the present work, a case study was carried out, reviewing concepts about marketing, showing the value offer for the photovoltaic solar energy market and analyzing the results of the company's marketing strategies, making a comparison between the years 2019 and 2020. In the results, it was shown that, in 2020, the pandemic negatively affected the solar energy market, but the use of effective marketing strategies could improve the crisis situation.