Of azerbaijan high technical educational institutions

Ключевые слова: 
управление продажами, маркетинговые стратегии, индустрия туризма, 
туристический маркетинг, туристические предприятия. 
Publication history 
Article received: 10.03.2023 
Article accepted: 24.03.2023 
Article published online: 05.04.2023
DOI suffix: 10.36962/PAHTEI27042023-483 
 
 
 
 
 

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492 
PAHTEI 
PROCEEDINGS OF AZERBAIJAN HIGH TECHNICAL EDUCATIONAL INSTITUTIONS 
VOLUME 27 ISSUE 04 2023 
E-ISSN: 2674-5224 
MARKET STRATEGİES OF BUSİNESS STRUCTURES İN PANDEMİC 
CONDİTİONS AND THEİR MARKETİNG ANALYSİS 
 
Eldar Guliyev
1
, Nuray Dadashova
2
 
1,2 
Azerbaijan State University of Economics, 
1,2 
Department of Economic And Technological Sciences 
1 
Candidate of economic sciences: [e-mail] 
2 
Master student, [e-mail] 
ABSTRACT 
In the face of economic instability caused by the Covid-19 pandemic, companies must adapt to 
modern realities to maintain their viability during and after the crisis. In the context of the new 
coronavirus pandemic, companies are forced to demonstrate a sufficiently high ability to adapt to 
new realities, one of the forms of which is the transformation of existing business models. 
Therefore, the ability to survive a crisis and maintain growth potential is determined by the ability 
of companies to transform their business. It can be said with certainty that only organizations that 
respond flexibly and accurately to the current global challenge, including those that respond 
through transformation, will be able to not only maintain their position, but also significantly 
strengthen it in individual positions. Within this article, in terms of content and specifications, the 
most popular business strategies in the context of the Covid-19 pandemic are disclosed. 
Strategic marketing research during a pandemic would likely highlight the need for flexibility as 
businesses face unprecedented uncertainty and change. Successful businesses must adapt quickly 
to changing conditions, stay abreast of the latest developments, and make data-driven decisions 
based on the most current information available. 
The COVID-19 pandemic has brought about unprecedented challenges for businesses around the 
world. In response, business structures have had to adapt their market strategies in order to 
survive and thrive during these difficult times. This paper aims to analyze the market strategies of 
business structures in pandemic conditions and their marketing analysis. 
First, we will examine the different types of market strategies that businesses have employed 
during the pandemic, including diversification, digitalization, and cost-cutting measures. We will 
also explore how businesses have adapted their marketing strategies to meet the changing needs 
of their customers during the pandemic, such as through increased online engagement and 
targeted messaging. 
Next, we will conduct a marketing analysis of the effectiveness of these strategies, looking at 
factors such as customer engagement, sales revenue, and brand awareness. We will also consider 
the long-term implications of these strategies, including their potential to shape the future of 
business operations. 
Additionally, this paper will also examine the role of government policies and initiatives in 
shaping market strategies during the pandemic. We will explore how businesses have responded 
to government support programs such as stimulus packages, tax breaks, and loan guarantees. 
Furthermore, we will analyze the impact of the pandemic on consumer behavior, as this has been 
a key factor in shaping market strategies. We will look at changes in consumer demand, spending 
habits, and purchasing preferences, and explore how businesses have adapted their product 
offerings and marketing messages to meet these changing needs. 
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