Strategic management is very important both in the establishment of a company and throughout the company's business. Every company should have a vision and a goal, and developed strategies that lead to that goal. Managing strategies requires good organization within the company. Some companies, depending on their size, have developed and organized management, while in some the owner of the company is responsible for all decisions and strategies. The success of a company is exposed to certain internal and external factors and has different influences on them. It is very difficult or impossible to influence external factors, and therefore external factors are a greater threat to the company itself. The importance of strategic management comes to the fore in crisis situations. A crisis caused by external influences is usually unpredictable because it comes suddenly and its duration and the consequences it will cause are very uncertain. Currently, companies are globally facing the consequences of the crisis caused by the emergence of the SARS-CoV-2 virus. The subject of this paper is the survival strategies of companies during the SARS-CoV-2 epidemic, and the impact of the epidemic on the Croatian economy. The paper emphasizes the problems in society and the economy caused by the appearance of coronavirus and the problems and challenges caused by measures to control coronavirus. The importance of implementing a timely crisis strategy in the company is emphasized, with the aim of maintaining business and survival in the market. Many companies have successfully responded to the challenges of the crisis, but a significant number of companies have failed to do so and have left and closed their companies. The paper presents the problems and challenges of organizations and consumers, as well as the measures of the Government, the CNB and HBOR to help the sectors affected by the epidemic. In addition to measures at the state level, measures and strategies of companies for survival during the coronary crisis are described, and real examples of strategies and attitudes of certain business entities in the Republic of Croatia are given. Research is being conducted on real companies in the sector of activity that are most affected by the coronary crisis closure measures. The analysis of the research leads to the conclusion that companies that quickly adapt to the new situation, ie act strategically, can successfully respond to the problems and challenges that arise in crisis situations.