Abstract :

Business growth is a basic requirement for business sustainability of a company. Strategy formulation to increase revenue during pandemic is very challenging in some sectors. This research will focus on XYZ, a disguise name of a real oil & gas company that operates lubricants business in Indonesia. The objective of this research is to find the best business strategy for XYZ to increase revenue in Power Generation sector. The research methodology in this research is by qualitative method through analyzing external and internal factor using primary data (focus group discussion, in-depth interview, and questionnaire) and secondary data (internal report, journal, and textbook). Those data are used to analyze the external and internal factors that affect XYZ. The analysis is then used further to generate strategy through Strategy Diamond Model. XYZ is recommended to improve supply chain strength through maximizing production in local blending plant, strengthening raw material sourcing, strengthening network & distribution, and formulating pricing strategy that better fit to market.

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Keywords :

B2B; Covid-19 Pandemic; Downstream; Lubricants; Power, Business Strategy

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