ORGANIZATIONAL STRATEGIES USED DURING THE PERIOD OF THE COVID-19 PANDEMIC BY A RETAIL COMPANY IN THE CITY OF IJUÍ-BRAZIL

Abstract

This article aims to investigate the strategies and actions used by a retail company in the city of Ijuí, Rio Grande do Sul (Brazil), during the period of the Pandemic caused by Covid-19 to maintain, adapt and improve in the face of the challenges and difficulties generated. It is presented at first, the thematization based on the various publications, which in general deals with the effects and impacts that the critical period of the Pandemic generated in the retail trade sector. Therefore, through descriptive, qualitative research and through unstructured interviews, it presents elements and considerations about strategies and actions used by the researched company to be able to “survive” during the pandemic context. The importance of having a consolidated Financial Management in the company was verified, linking itself to e-commerce sales, enhancing digital marketing, in addition to motivating employees, seeking other alternatives in the digital sphere to be able to sell the products and strengthen the loyalty relationships between customers. It is concluded that the ability to adapt, reinvent and innovate were crucial in maintaining the business.