Track: Operations Management

Abstract

As a company that is going through the Covid-19 pandemic which causes the industry to be more required to optimize the marketing system even more. This research focuses on analyzing the performance and marketing strategies chosen by them to survive during this pandemic which will later be applied to a food-based business with the Baso Tahu Ena Ena brand. The author makes and implements a marketing plan to find out the most appropriate way and according to the target market of Baso Tahu Ena Ena. By using action research methods and various tools such as 4P, Value Proposition Canvas (VPC) and Business Model Canvas (BMC). With the selected thesis theme. Baso Tahu Ena Ena tries to make offline and online marketing plans and plans. By conducting experiments and going through a period of 8 months from August 2021 to March 2022 which aims to increase sales turnover and increase consumer levels, Baso Tahu Ena Ena has carried out various marketing experiments in it. In replacing visuals and brand identity to add more consumer appeal, following the bazaar, the use of social media ads. In addition to encouraging business development, this implementation helps Baso Tahu Ena Ena to be able to find out what marketing aspects have an impact on Baso Tahu Ena Ena. Therefore, it can be expected for Baso Tahu Ena Ena to take promotional steps more effectively and efficiently and maximize overall business performance.