An in-depth analysis of crisis management of selected microenterprises in NCR providing non-essential wellness services during the time of the pandemic

The COVID-19 pandemic has created a crisis among businesses globally, affecting particularly, the microenterprise sector which is the most vulnerable sector because of its limited resources. The aim of the study is to check how Crisis Management Plan is also applicable to selected microenterprises providing non-essential wellness services in NCR particularly, a parlor, a gym and a dental clinic, by looking at how they have detected, prevented, mitigated, recovered and resolved the crisis. The study provides 3 common themes which are the pre-crisis, crisis and post-crisis, revolving around the operational and conceptual frameworks in 5 COVID-19 phases, each with corresponding crisis management strategies. The key finding of the study is that digital platform has revolutionized the marketing landscape and has enabled them to inform, reach out, and engage in more meaningful ways of communication by widening their customer reach, and this has translated in keeping their cash flow to a positive level. The willingness, the ability and the capability of microenterprises through management involvement, cost reduction, innovation, recovery plan, post-crisis knowledge, resiliency and new strategy plan, are also crucial to the survival of a business because they exhausted all possible means just to save their business, and they even shifted to survival mode. Aside from these, a positive mindset and building a good relationship with clients are also supplemental to the survival of their business