Detail Cantuman

During the pandemic, Burger King Summarecon Bekasi experienced a slight decline in sales turnover but was able to survive because the average transaction per person increased from year to year. This study aims to determine the marketing strategy with the 7P marketing mix, obstacles, and solutions carried out by Burger King Summarecon Bekasi. This study used qualitative case study analysis with SWOT analysis technique. SWOT analysis was conducted by creating IFAS and EFAS matrix, then formulating the SO, ST, WO, and WT strategies. The result of the study shows that the marketing strategy carried out by Burger King Summarecon Bekasi was to conduct promotion through online and offline media to attract consumers to come, to maintain product and service quality, and to provide convenient facilities for consumers. The obstacles are in the aspects of product, people, and process. The solution which applied by Burger King Summarecon Bekasi was to check the data through previous history to overcome these obstacles.