Harlen Sandila, - and Muhammad Rizki, - and Misra Hartati, - and Melfa Yola, - and Fitra Lestari, - and Nazaruddin, - (2022) Proposed Marketing Strategy Design During the Covid-19 Pandemic on Processed Noodle Products Using the SOAR dan AHP MethodsNohirza, Nazaruddin. Industrial Engineering and Operations Management Society International, - (ID 321). pp. 1591-1603. ISSN 2169-8767

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Abstract

This study aims to determine the factors that influence marketing strategies using the Strength Opportunity Aspiration Result (SOAR) matrix analysis and the Analytical Hierarchy Process (AHP). This method would apply to Mie Rajawali Business, one type of business that produces various types of noodles. The problem in this business is the decline in sales and the presence of competitors. It is due to several uncontrollable factors, such as the Covid-19 pandemic that has occurred globally, which has shaken Indonesia's economic stability and many businesses that have experienced sales cash flow problems, including the Mie Rajawali business. Soar matrix analysis consists of SA, OA, SR and OR. AHP is a method that can produce alternative options to speed up the decision-making process. Based on the calculations, the score obtained from the IFE matrix is 3.84, while the total score of the EFE matrix is 3.49. Where the result of the IE matrix is in a cell, I called the Grow and Built cell, where this cell is a growth and development strategy. Based on the calculation of the AHP method that has been carried out, the selected alternative strategy is obtained, namely the SA strategy, with a value of 0.49

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