In the context of the outbreak of Covid-19, production and sales have been influenced greatly. This paper take Paper Company’s  as the case study of relationship between business sustaibability and competitive adventage in a price sensitive market. Through a cost leadership strategy we can analyze the waste paper A5 requirement for brown paper products amid the increasing in raw material. The result of this analysis will prove wether during the pandemic Covid-19 there has been a change in demand for brown paper and will affect the need for raw material. Therefore, this paper helps clarify the concept that a reasonable comprtitive strategy has a positif effect on the business sustainability.