Building competitive MCC brands through marketing strategy adaptation during the Covid-19 pandemic: evidence from Western Cape Winelands, South Africa

Abstract

Purpose: Adaptation capabilities are central to firms’ survival during global crises. The Covid19 pandemic disrupted business environments globally, and this highlighted the importance of strategy adaptation. This study explored marketing mix adaptation in the South African wine sector during the Covid-19 pandemic. Methodology: An exploratory qualitative research approach was adopted. To extrapolate indepth insights on marketing strategy adaptation during the Covid-19 pandemic, interviews were conducted with Méthode Cap Classique (MCC) marketing managers who were responsible for marketing strategy formulation of selected South African wine brands. Findings: Of the four Ps of marketing, product and price were not adapted during the Covid19 pandemic. Price adaptations were solely influenced by sin taxes in yearly government budget speeches. However, the environment necessitated place and promotional strategy adaptation. Value/contribution: This study empirically interrogates the relevance and usefulness of the traditional marking mix in current business environments.