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ABSTRACT:

The aim of this study is to analyze the marketing strategy carried out by RM Pondok Salero in increasing or maintaining sales in the middle of the Covid-19 pandemic and to analyze the obstacle factors and marketing strategy solutions carried out by RM Pondok Salero in an effort to maintain sales amid the Covid-19 pandemic. The research method uses a qualitative approach. The analytical tool used in this study is analysis I FE & E FE and IE matrix analysis . Based on the results obtained by the IFE and EFE matrix analysis, the total IFE weight score is 3.4 9 and EFE of 3.2 2 put RM Pondok Salero is in quadrant I ( a growing and developing strategy ). Results p research an show off that s trategi done by RM Pondok Salero with b auran marketing ( Marketing Mix ) 7 P ( Product, Promotion, Price, Place , People, Process, Physical Evidence ). Strategy product in the form of innovation cheap rice package, strategy promotion every food purchase will get free iced tea, strategy price will get a discounted price in the form casback 30% through the Shopeepay and OVO applications, strategy place in the form of flexibility in product delivery, strategy people by bringing in the original cook of the prairie, strategy process in the form of employee readiness in processing consumer orders, strategy Physical Evidence in the form of the location and layout of the room and the cleanliness of the restaurant which is maintained by RM Pondok Salero. Constraints faced by RM Pondok Salero in finance and raw materials but RM Pondok Salero can still find solutions and alternatives, namely by managing finance and use raw materials efficiently. Then the RM Pondok Salero solution in dealing with the Covid-19 pandemic with product innovation, following technological developments, maximize social media and maximize services between or delivery

KEYWORDS:

Marketing Strategy, SWOT Analysis, Marketing Mix 7P , Covid-19.

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