ABSTRACT : Thepandemic COVID-19 has had a negative impact on economies around the world. One of the things that has increased is the decline in transactions in the community. The decrease in transactions was caused by the limited space for people to move due to the lockdown policy to suppress the transmission of COVID-19. This of course has a very bad impact on business. One of the most limited industries is the food and beverage industry, especially restaurants and beverage outlets. This has led to a decrease in sales. HeiHeiboba bar is a brand that sells milk-based drinks with boba toppings which also experienced a significant decline in sales. Apart from the decline in transactions, the decline in sales figures was also caused by changes in consumer preferences in buying products during the pandemic. This study aims to create a marketing strategy that is in accordance with current market conditions by analyzing the company’s external and internal conditions so that it is expected to increase sales of HeiHeiboba bars.

KEYWORDS: Marketing Strategy,Sales decline,Internal Analysis, External Analysis, HeiHei boba bar.