Combating Market Disruption With Agile Management: A Study Of Business Strategy Changes Of Lunpia Delight In The Midst Of The Pandemic

This study aims to analyze the application of agile management in responding to the challenges of the COVID-19 pandemic in culinary MSMEs Lunpia Delight in Semarang City. Agile management allows companies to adapt quickly through digital transformation and product innovation. This study uses a qualitative method with a case study approach. Data were collected through in-depth interviews with management and employees and field observations. The results of the study show that agile management helps Lunpia Delight increase online sales by 50% after shifting focus from offline sales to various digital platforms. Product innovation such as ready-to-eat lunpia packages is also an effective strategy in attracting new consumers. However, this study identifies limitations in digital infrastructure and resistance to change as major challenges that need to be overcome. The conclusion of this study shows that the application of agile management and digital transformation is an effective strategy for MSMEs in facing market disruption. The limitation of this study lies in the focus of the study, which is only on one MSME, so the findings may not be generalizable to other sectors.