In early 2020, CTM (Compagnie de Transports au Maroc), a historic Moroccan transport company founded in 1919, faced unprecedented challenges due to the onset of the Covid-19 pandemic. Known for its extensive network and reliable service, CTM had built a robust reputation over a century of operations, serving both domestic and international markets. However, the global health crisis threatened to unravel years of progress and stability. The company’s CEO found himself at the helm during this tumultuous period, tasked with steering CTM through the crisis. The pandemic severely disrupted CTM’s operations, leading to a sharp decline in passenger numbers and financial strain. Faced with this adversity, the company needed to quickly adapt and implement innovative strategies to ensure its survival and long-term viability. The leadership team want identify key factors that contributed to CTM’s resilience and provide recommendations for enhancing its future financial performance and strategic direction.