Marketing Analysis Of PT. PINDAD'S Products In The Era Of The Covid-19 Pandemic In Order To Support The Defense Economy

The era of the Covid-19 pandemic caused the potential threat of a reduction in the state defense budget as stated in Presidential Instruction No. 4 of 2020 and made the Government seek to refocus the budget for handling the COVID-19 pandemic in Indonesia. Refocusing the budget, is seen as an opportunity for PT. PINDAD Persero in exploring product research and development, both existing products in the form of ammunition as an effort to improve quality to reduce the threat of competitors in the future, non-defense equipment products, as well as supporting production of PT. PINDAD Persero which has the ability to produce tools and equipment with forging, press and man chining systems with basic CNC production to support the company's program in manufacturing medical devices in the form of ventilators (respiratory aids for Covid-19 patients) in accordance with government directions to several strategic of BUMN. The purpose of this study is to find out the description of the analysis of marketing strategies that have the most opportunity to win the competition during the Covid-19 pandemic. The data analysis method used is in the form of EFAS and IFAS with a SWOT analysis with a Qualitative Descriptive Model. The results showed that PT. PINDAD Persero has a very dominant power because it is the only BUMN engaged in defense equipment. One of the other unique things is the government's involvement in consumer policy in determining the purchase of products as stated in the state budget plan and protected by the defense law.