The increasing global population drives up food demand which means crop production needs to increase. To achieve that, fertilizer is used. Many industries, including the fertilizer industry, are feeling the impact of COVID 19. This paper presents the implementation of cost leadership strategy in Indonesia fertilizer company, the effect of COVID 19 on the fertilizer industry, and how the strategy is used to achieve competitiveness. This paper also discusses the impact of the implementation of cost leadership strategy to the company's financial performance. Based on the result, the five components of the cost leadership strategy can be fulfilled by the company. However, for the component that consumers have the power to bargain the price is not in accordance with the fertilizer industry. This is generally due to the fact that fertilizer prices in Indonesia depend on and affect world fertilizer prices. The impact of the implementation of the cost leadership strategy is carrying out effectiveness such as operational costs, managing inventory, and the use of raw materials.

Keywords
Competitiveness, Cost Leadership, COVID 19, Fertilizer, Strategy.

Lathifah Karina Putri

Affiliation

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Implementation of Cost Leadership Strategy in Indonesian Fertilizer Company