Aligning business, ict, and marketing strategies towards SME sustainable recovery in the new normal (Case study of Abuela Abuelo Printing)

Economic and political uncertainty throughout the world, the post COVID-19 recovery challenges, the rapid growth of Information, Communication and Technology (ICT) and its new digital trends requires an entrepreneur to have sufficient knowledge and information, planning and organisational skills to build a strong business structure, work efficiently and effectively, and be competitive toward the sustainability of the company. This change has contributed to the change of human behaviour especially managing self-satisfaction and making decision in buying products and services. This attribute has triggered more challenges to Micro, Small and Medium Entrepreneur (MSMEs) to step forward, regrow the business, or strive for recovery, like driving eCommerce and e-Payments to become more popular and competitive in the marketplace. MSMEs should also react to enhance the competitive advantages and technology adaptation to simplify business processes and improve operational efficiency and company’s performance. Thus, this case study is to examine company’s reaction towards the recovery period of COVID-19 pandemic, to identify the changes in business process and marketing occurred in MSMEs due to the adoption of ICT and the emergence of digital technology, towards the growth of enterprises and company’s performance, to identify the intersect component that overlapping in the business, marketing and business perspective in the three-circle model and to give recommendation towards the company’s improvement for t-shirt printing company, in the case of Abuela Abuelo Printing company in the future.