Abstract
The Covid-19 pandemic that has struck the world worldwide has had a major impact, particularly on the economic and socio-cultural conditions of every person in every country. No exception in Indonesia, which has not escaped and is also affected by the global pandemic. There is a slowdown in the growth process in the economic and financial sectors. This is the result of efforts to stop the spread of the virus with a lock-down action country in the world, and the implementation of the WFH (Work From Home) program and the PSBB (Large-Scale National Limitation) in Indonesia is having an effect for most industrial companies to slow down the business. This situation has a major impact on conditions in almost all companies where business is slowing down. There has also been a decline in activity in manufacturing companies producing paints, as consumer demand for paint products has been drastic due to the many delays in the process of building and building, and the process of painting houses and buildings has been stopped by painters. PT XYZ Raya, a national paint company that realizes competitive advantages between paint manufacturers, develops a differentiation strategy for paint products that meets the conditions and needs of paint consumers under the current pandemic conditions, namely antimicrobial paint products that can prevent this and inhibit the growth of viruses, germs and bacteria on the walls of our houses. So that family health can be maintained by using these antimicrobial wall paint products. The product differentiation strategy, in this case wall paint, is an embodiment of one of the company's competitive strategies according to Michael Porter's generic strategy
Highlights
Since the World Health Organization (WHO) officially announced the outbreak ofCovid-19 as a global pandemic on March 11, 2020, the virus has infected almost everyone in Available Online: https://dinastipub.org/DIJEFA this hemisphere, from Asia, Europe, the United States to Africa
This hemisphere, from Asia, Europe, the United States to Africa. This has an impact on the global economic situation
The global pandemic conditions are not just affecting business and the world In business, Covid-19 is changing the behavior of people and consumers in our country
Summary
Covid-19 as a global pandemic on March 11, 2020, the virus has infected almost everyone in Available Online: https://dinastipub.org/DIJEFA This hemisphere, from Asia, Europe, the United States to Africa. One of the major changes in people's behavior is the appearance of attitudes in the community that are increasingly sensitive to things that are normally not important to us, e.g. B_the cleanliness of the house. Whatever happens, hopefully this epidemic will end soon and we will become a better person. The advantages of a cost leadership strategy: Companies that implement a low-cost strategy can generate above-average income, even though competition in the market is very tight. Companies can implement a cost-based or differentiation-based focus strategy. The following are the differences between the cost management strategy, the differentiation strategy and the focus strategy: Cost Leadership
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