STRATEGI BERTAHAN INDUSTRI ALAS KAKI DITENGAH KRISIS PANDEMI COVID-19

Since COVID-19 entered Indonesia in early 2020, so many changes have occurred in Indonesia, apart from the mandatory wearing of masks and social distancing, there are also government policies, namely work from home, online or online learning to minimize the spread of the COVID-19 virus. One of the most worrying impacts of Covid-19 is the weakening of the economy in Indonesia, not a few of the manufacturing companies are losing money and are forced to fire a large number of employees. This case study aims to find out how the strategy is carried out by management in an effort to maintain the continuity of the company. The approach method used is descriptive and qualitative data. The results of this case study state that the efforts made by the company's management to survive in the midst of the covid-19 pandemic are by reducing fixed costs in this case closing shops that do not provide profit and then creating opportunities by trying as much as possible and leading to 2 things that are the focus they are focused on selling online, and focusing on new products with required advantages.   &nbsp