Citation:

Wiwiek Hidayati, Tien Kumalasari, Meline Gerarita Sitompul, Mutmainna, Wahyuni Zam, Dina U, Annisa Ika Wahyuni. "Analysis of Marketing Strategy Implementation in the Post-COVID-19 Pandemic Era: A Case Study of UD Melona Baba Enrekang" International Research Journal of Economics and Management Studies, Vol. 5, No. 9, pp. 12-20, 2026. Crossref. https://doi.org/10.56472/25835238/IRJEMS-V5I9P102

Abstract:

Due to the pandemic, Micro, Small and Medium Enterprises (MSMEs) were extremely affected when it came time to improve their business abilities. With this study, we examined how marketing strategies can be applied in the post-COVID-19 era and discovered a gap between internal-factors and external-factors to analyze appropriate alternative marketing strategies for MSMEs. The research was carried out at UD Melona Baba, an MSME in Enrekang. The present study used a descriptive qualitative design. Through observation, documentation, interviews and questionnaires, primary and secondary data were collected. The data were analysed using the 7P marketing mix and SWOT analysis. After listing both internal and external factors through the 7P marketing mix, Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), MSME's position in the SWOT quadrant was discovered. Marketing strategy results show that UD Melona Baba in post COVID-19 era is located In Quadrant 1, where conditions are positive and optimistic. This indicates that the MSME has a strong internal position and excellent external opportunities. Alternative strategies are to increase production capacity, focusing on the quality of products produced, optimize marketing activities through technological advancement and expand business networks. This study revealed the adaptation of UD Melona Baba to adapt to post-COVID-19 changes.

References:

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Keywords:

Marketing Strategy, 7P Marketing Mix, SWOT Analysis, Post-COVID-19, UD Melona Baba.