Marketing Strategy of Pasarwajo Special Gule as Processed Cabium in the New Normal Period

This study aims to formulate a marketing strategy that can be applied by the Pasarwajo typical gule snack products industry during new normal period. research is case design of Gule Wa Muri Household Industry located in Takimpo Village, District, Buton Regency, Southeast Sulawesi, Indonesia. Data collection was carried out through observations, interviews and documentation studies. analyzed descriptively formulation used SWOT QSPM analysis. The results showed strength factor house greater than weakness factor, opportunity threat factor. IE matrix shows Muri's domestic cell V, indicating this company position growth stability. analysis on Cartesian Diagram show Quadrant I, which means Home industries tend profitable, various alternative strategies created take advantage strengths existing opportunities. suggested basis open channels using information systems, increase purchasing power consumers providing quality affordable prices, expand businesses recruiting workers increasing business capital government's assistance program.