VUCA world situation such as COVID-19 had a significant impact on business sectors and the global economy. Due to continuous disruption caused by the crisis, businesses must remain resilient and adapt their business strategies in order to survive and transform this crisis into an opportunity. This research aims to (1) explore the resilient marketing strategy of small and medium enterprises (SMEs) by systematic review of marketing strategy (marketing mix) and resilient marketing and (2) determine the factor of resilient marketing strategy of small and medium enterprises (SMEs). then (3) create resilient marketing strategy framework that will be used to increase marketing performance that led to increase company performance to thriving during the VUCA situation such as COVID-19.