Emergent marketing strategies and their influence on the Customer Value Proposition of Fast-Moving Consumer Goods (FMCG) businesses during Covid 19 Pandemic in Botswana

This research explores how marketing strategies have been changed to adapt to the impactful challenges of the pandemic and economic recession in Botswana's Consumer Goods (FMCG) business landscape. The research adopted an interpretivism philosophical model, an inductive research approach, mono-method wherein qualitative data was collected through semi-structured interviews with open-ended questions. The findings provided substantive evidence that there has been a transition in strategic marketing measures during the COVID-19 pandemic in the Botswana retail landscape and the transition in strategies did have an influence on the customer value proposition (CVP) output of retail businesses.