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Abstract
This study aims to examine the competitive strategies of companies in facing the
challenges of the Covid-19 pandemic with a case study on a tax consulting firm in Jakarta
("PT XYZ"). PT XYZ was selected because, during the pandemic, it employs even more
employees, with the current number of permanent employees above a hundred. We use
qualitative methods in conducting this study with data collection through in-depth
interviews and analysis techniques using SWOT analysis. This study indicates that it is
becoming increasingly critical for organizations to implement a competitiveness plan to
deal with the challenges of the coming years. Digital marketing development should be
prioritized in competitive plans to ensure survival and ultimate success, especially for PT
XYZ and other tax consulting firms in a similar circumstance. This study contributes to
establishing a foundation for organizations to become more resilient by transforming
threats they face into opportunities for growth.
