Companies are running a market game in which they are trying to beat competitors, and for that they need a good strategy. The company's strategy can be understood as a long-term plan that the company adheres to in order to achieve the set goals. For the success of the company, it is important to achieve a competitive advantage based on which it is possible to survive in the market in the long run. The value chain shows the total value that is created in individual phases from the raw material to the final consumer, and through the recycling process, the last phase becomes the first phase of the same process. The value chain is a series of interrelated activities that, by adding value, participate in the transformation of input values into output values and ultimately enable the achievement of a competitive advantage. According to Porter, a company’s generic value chain consists of primary activities and support activities. The goal of value chain analysis is to highlight strategically important activities that can be the foundation of a company’s competitive advantage through differentiation or low cost. Due to the great competition, it is very difficult to do business successfully in "normal" times, and in times of crisis it is even more difficult. That is why management plays a big role in the business success or failure of a company