New Business Strategy for Social Enterprise in Facing the Pandemic of COVID-19

The coronavirus (COVID-19) pandemic has changed people's lifestyles in various aspects of life. In the midst of such changes, Aqiqah Al-Hilal as the provider of Aqiqah catering services in Indonesia which provides packages of lamb dishes needs to make several adaptations so that the market does not leave it.

Aqiqah Al-Hilal is a social enterprise engaged in food catering services where the proceeds from its business are fully used to finance the education of some orphans in Indonesia. Nowadays, Aqiqah Al-Hilal faces problems in terms of decreasing turnover from 2020 until now. Based on data obtained from the Al-hilal financial manager. When the Covid-19 Pandemic Emergency began in March 2020 was announced by the Indonesian government, Aqiqah Al-Hilal experienced a significant decrease in turnover or company income

The purpose of this research is to identify the problems faced by Aqiqah Al-Hilal in carrying out their current business strategy and to propose the new business strategy for Aqiqah Al-Hilal as a social enterprise that must survive in running its business. This research uses a qualitative method with a single case study approach and uses interviews, observation, FGD, and documentation as data collection techniques.

Based on the analysis of the position of Aqiqah Al-Hilal in the current situation will determine the strategies that need to be taken to survive the pandemic. The results of the IE matrix show that Aqiqah Al-Hilal is in the Hold and Maintain position. In the "Hold and Maintain" position, the best strategy to do is market penetration and product development. These related details are explained clearly in this paper.