More than 150 million people have been infected with COVID-19 (covid19.go.id 2021), which has affected day-to-day life and is slowing down the global economy (Haleem et al. 2020), including the challenges of business sustainability, especially Small and Medium Enterprise (SMEs). The objective of this paper is to explore the impact of competitive strategies application on company profitability. Will it maintain the company's old strategy? Through observations, Tatuis's profitability and operation are generally good due to its accurate competitive strategic positioning. With the company's agility and ability to see opportunities, changing competitive strategies to increase profits. Therefore, this preparation of this paper would like to clarify the concepts of fair, competitive strategy that have a positive effect on the company profitability. At the same time, this paper puts forward some views on implementing the strategy for the Tatuis that take as the typical one to implement the cost leadership strategy while retaining its differentiation strategy. In addition, this paper also provides broader and more precise information, providing new ways for companies to get through times of crisis on how companies should respond to concerns such as COVID-19 at the level of a competitive strategy.