<![CDATA[Pekalongan is mostly engaged in the batik industry. The existence of the covid 19 pandemic has had a huge impact, so batik industry need to re-formulate their business strategies. The purpose of this research is to identify the business environment of batik industry, and to formulate business strategies in the new normal era. This study used a description-quality analysis and Resource Based View (RBV) approach. Entering the new normal era, the batik industry must remain focused on defensive strategies because the batik industry is a distinctive competency owned by Pekalongan. Batik industries need to strengthen the ability of supply chain management of raw materials both alternative suppliers and alternative raw materials also products innovation to meet the customer needs during new normal era. Batik industries need to improve the ability of marketing expantion in conducting digital marketing breakthroughs, expanding market locations (expansion), and adding sales partners (networking-sharing economy). Business process efficiency needs to be done both in labor management, production process, equipment, and marketing distribution.]]>
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