This research was conducted on one of the companies operating in the shoe manufacturing industry that has developed and survived during the COVID-19 pandemic, namely Precise, developed by CV. Karya Jaya Mandiri Sakti (KJMS). In this research, researchers will specifically discuss one of the shoe industries established in Surabaya, East Java, namely CV. Karya Jaya Mandiri Sakti which developed the Precise shoe brand. Engaged in the shoe manufacturing industry sector, Precise was developed by CV. Karya Jaya Mandiri is an interesting company to research considering the growth and development it has had since the COVID-19 pandemic. The methodology in this chapter, namely research, explains what paradigms and methods will be used in carrying out research. The data collected through the process in this research was carried out by conducting interviews, observations and also field notes. In this research, data collection methods used observation, interviews, and field notes. Based on the mini theoretical model, the formation of competitive advantage variables for CV. Karya Jaya Mandiri Sakti knows that there are 9 latent variables, namely Youth Social Media Content, Authoritative Leadership, Trustworthy Supplier Relations, Strategy Distribution Location, Customer Trend Information, Discount Marketing, Dinamic Pricing Strategy, Accomodating Customer service, Competitive Advantage.