The paper dealt with the topic related to strategic management during the crisis, using the example of the company Gavrilović d.d. Gavrilović d.d. in the new circumstances caused by the emergence of the covid 19 virus. As already mentioned, in 2017, Gavrilović went through the process of internal reorganization, but despite this, Gavrilović still has work for them because only two of their six current business units operate with adequate margins. The purpose of crisis management is to reduce the negative effects of the crisis on organization and preserve its reputation. To ensure that a company can continue to operate in the event of a disaster, crisis management is a key component of business continuity planning. With its wide reach and intense market dynamics, the current business environment increases the likelihood that businesses will experience crises. The purpose of crisis management is to reduce the negative effects of the crisis on the organization and preserve its reputation. To ensure that a company can continue to operate in the event of a disaster, crisis management is a key component of business continuity planning. With its wide reach and intense market dynamics, the current business environment increases the likelihood that businesses will experience crises. As can be seen in this paper, the company Gavrilović d.d. has an established crisis management strategy and frequently reviews and updates it to keep it up-to-date and successful. In order to reduce losses and the impact of a crisis on the company, organizations must take a proactive approach to crisis management. This entails continuous monitoring of possible crisis warning indicators, assessment of the risks and consequences of the crisis, and the creation and implementation of action plans to prevent or mitigate its effects.