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Implementation Of Marketing Mix Strategies In Laundry Businesses During Social Distancing Policies; Case Study At Sangun Laundry, Serpong, South Tangerang, Indonesia

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  • Abdul Haris,
  • Juhaeri,
  • Sela Novitasari
Abdul Haris
Student, Ibn Khaldun University, Bogor, Indonesia,
Juhaeri
Vice Dean, Department of Economic, Pamulang University, Indonesia
Sela Novitasari
Lecturer, Departement of Economic, Pamulang University, Indonesia
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 11 No. 12 (2023)

Published 2023-12-28

Keywords

  • Effectiveness, Differentiation Strategy, Crisis Anticipation

Copyright (c) 2023 Abdul Haris, Juhaeri, Sela Novitasari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This research aims to find out and analyze how to correct weaknesses and utilize the strengths of the laundry business during the current Covid 19 pandemic, in addition to knowing and analyzing the best marketing strategies through the analysis of the most appropriate marketing mix strategy in the current COVID-19 pandemic.  The method used in this study uses a qualitative approach based on a case study.  In this study, it was found that the implementation of an effective marketing mix strategy during the COVID-19 pandemic was to focus on a combination of strength and opportunity strategies or SO, including determining the differentiation of marketing strategies. The strategies applied are product innovation strategies, dynamic pricing strategies, network expansion strategies, promotion expansion strategies, human resource effectiveness strategies, excellent service strategies, and premium packaging strategies.

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