Navigating New Norms: Case Study of Sustainable Strategic Transformation in the Heavy Equipment Business

This research explores the strategies implemented by a heavy equipment company, namely CV Gracia Pertama, before, immediately and after the Covid-19 pandemic. The company faced competition and uncertainty during the pandemic. With SWOT analysis and Porter's Five Forces, it can be concluded that CV Gracia Pertama is able to formulate and implement effective strategies to maintain business continuity so that it remains sustainable. The strategy implemented by CV Gracia Pertama is dividing employees into 4 work shifts to limit mobility and make it easier to monitor employees. From the buyer's side, negotiations continue to run smoothly because CV Gracia Pertama has complied with various government regulations and can overcome employee mobility problems. Overall, CV Gracia Pertama is able to carry out in-depth evaluations of internal and external conditions so that the company can formulate appropriate strategies to face competition and uncertainty in the heavy equipment industry during the Covid-19 pandemic. This research also makes a practical contribution by showing the process of developing and implementing strategies adopted by other companies. In theory, this research fills the scientific gap in strategic management in the heavy equipment industry in Indonesia which is important for companies to build and have a sustainable competitive advantage. However, the researcher is aware of the shortcomings in this study. Further researchers can conduct research with multiple cases so that the insights presented will be broader and more comprehensive.