Business Competitiveness Strategies of Tax Consulting Firm amidst Covid-19 Pandemic (Case Study at PT XYZ)

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 necessary for firms to have a competitive strategy in order to address the challenges of the coming years. Digital marketing development should be focused to ensure long-term survival and profitability, particularly for PT XYZ and other tax consulting firms in a similar situation. This study adds to laying the groundwork for firms to become more resilient by converting challenges to growth opportunities.