Strategic Mapping During Covid-19 Pandemic in PT. Zamrud Bumi Indonesia Base on Swot and Business Model Canvas Strategy

PT. Zamrud Bumi Indonesia is a company that produces organic liquid fertilizer from Kuningan Regency, West Java. In the COVID-19 pandemic, PT ZBI underwent a strategy adjustment and tried to adapt in running its business. This study aims to describe the business strategy of PT. ZBI during the COVID-19 pandemic, was equipped with a mapping of its business model using a business model canvas through a qualitative descriptive research approach. The covid-19 pandemic has an impact on the business turnover of PT. ZBI and more specifically, the most affected are in marketing strategies that previously used offline marketing techniques more often by conducting counseling and product demos, now have to change by optimizing digital marketing strategies, then what changes and is affected are the marketing and financial aspects where sales decline and has an impact on revenue shrinkage, which is now trying to improve with digital marketing strategies. Meanwhile, other elements of the business model canvas, such as key activities, key partner, costumer relationship and cost structure are carried out any changes, in terms of costs there are additional digital marketing costs. Then, for the SWOT Analysis of internal and external factors based on SWOT use ST strategy or market diversification strategy.