Abstract :

COVID-19 has affected all economies. increases demand in Southeast Asia, particularly Indonesia, notably in the health and pharmaceutical industries, which grow significantly. Some entities like micro-retailers hope to make a profit. Micro retailers dominate Indonesian based on product sales. Micro retailers sales and revenue  rise significantly. Promedika Mitra Utama (PMU) sells and marketing their product using B2C business model. as micro retailer categorizes in micro in medical device industry, PMU has also been affected positively and negatively by the pandemic.  In 2023, market condition of medical devices had started to fall, this caused corona cases to have gone down, people don’t really need medical devices. PMU as a micro retailer experienced a decline in sales as well, Learn from this dynamic condition. PMU wants to maintain the stability of sales performance at least will be stable to for a next a few years as a player on health and pharmaceutical industries. Marketing activities are one of those that can aid in this regard and directly relate to sales. In general, PMU has carried out marketing activities, but that kind of marketing activities PMU running are poor on measurement and monitoring, this led to his marketing activities often ineffective in Budgeting, scheduling, utilization. Entering 2023, PMU wants to make a marketing plan approach to efficiently budget campaigns, promotions, and other marketing activities according to the company’s goals and objective. Good marketing plan approach will be anticipated volatility of the market by enhancing sustainable competitive advantage. and evaluating ongoing marketing activities. Using the AFI analysis framework based on internal, external, and SWOT formulation, will result in some proposed marketing planning strategy. Marketing plan will be used for 2023 and for 2024 input evaluation, where the results are in the form of a formulation of 7Ps of marketing mix, TOWS, and Porter Generic analysis. Finding of this research, it was found that PMU will plan and applied some strategy and policies offline and online-based marketing activities in 2 semesters during 2023. Which is the goal of the first semester to build awareness and discount incentives to boost sales and Finding of this research, it was found that PMU will plan offline and online-based marketing activities in 2 semesters during 2023. Which is the goal of the first semester to build awareness and discount incentives to boost sales.

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Keywords :

COVID-19; Micro-Retailers; Marketing Plan; Medical Devices; Strategy; Indonesia

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