Marketing Strategy of HDL 293 Cilaki Bandung Seafood Restaurant (West Java) in the Midst of COVID-19 Pandemic

This research was held at HDL 293 seafood restaurant located on Cilaki street, Bandung, West Java. The implementation started on April 2020 until May 2021. This research aims to analyze internal environmental conditions including strengths and weaknesses, while external environmental conditions including opportunities and threats faced, then formulate and analyze marketing strategy during the COVID-19 pandemic. The method used is a case study using primary and secondary data. The sampling method used was accidental sampling and data processing used SPSS 25, Ms. Excel through SWOT analysis. Based on research, the best strategy for development of HDL 293 Cilaki Bandung seafood restaurant using SWOT analysis is in Quadrant I by implementing the SO (Strength and Opportunity) strategy or supporting an aggressive growth policy (growth oriented strategy). Where the coordinates are 0.38 ; 0.05 means taking advantage of strengths to seize opportunities that exist.