Validation of Challenges for the Development of the Marketing Plan for Startups Considering the Post-COVID-19 Reality: An Exploratory Analysis of the Brazilian Context Using Lawshe’s Method

Ana Carla Magalhães Nascimento, Nathália de Kassia Galdino Oliveira, Verônica de Menezes Nascimento Nagata, Reimison Moreira Fernandes and Vitor William Batista Martins ()
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Ana Carla Magalhães Nascimento: Production Engineering Department, State University of Pará, 2626 Avenue Enéas Pinheiro, Belém 66087-670, Brazil
Nathália de Kassia Galdino Oliveira: Production Engineering Department, State University of Pará, 2626 Avenue Enéas Pinheiro, Belém 66087-670, Brazil
Verônica de Menezes Nascimento Nagata: Production Engineering Department, State University of Pará, 2626 Avenue Enéas Pinheiro, Belém 66087-670, Brazil
Reimison Moreira Fernandes: Production Engineering Department, State University of Pará, 2626 Avenue Enéas Pinheiro, Belém 66087-670, Brazil
Vitor William Batista Martins: Production Engineering Department, State University of Pará, 2626 Avenue Enéas Pinheiro, Belém 66087-670, Brazil

FinTech, 2023, vol. 2, issue 3, 1-12

Abstract: Background: The post-COVID-19 scenario has demonstrated the increasing importance of marketing for organizations, as retailers and entrepreneurs have had to adapt to new ways of selling their products and services. In this regard, this research aimed to identify challenges for developing the marketing plan of startups and validate them from the perspective of managers in the field, considering the market characteristics inherent to the post-COVID-19 era; Methods: To achieve this, a literature review and a survey were conducted among professionals in the field. The collected data were analyzed using the quantitative Lawshe method. Results: The results indicate that, for the development of the marketing plan of startups considering the post-COVID-19 reality, it is important to prioritize overcoming the challenges of “Consumer behavior pattern change”, “Differentiation from the competition”, “Digital expansion”, “Innovation capacity of companies”, “Creation of transformative marketing”, and “Reevaluation of marketing channels in the post-pandemic period”; Conclusions: Therefore, it can be concluded that these challenges reflect the main concerns and obstacles faced by startups in building effective marketing strategies and striving for a competitive position in the market. By recognizing and understanding these challenges, startups will be better prepared to face adversity and seize opportunities in this new market context.

Keywords: marketing plan; startups marketing plan; challenges in the marketing plan development; post-COVID-19 reality (search for similar items in EconPapers)
JEL-codes: C6 F3 G O3 (search for similar items in EconPapers)
Date: 2023
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