DEVELOPMENT OF FROZEN FOOD MARKETING METHODS USING TOKOPEDIA E-COMMERCE

Abstract

Frozen Food what is known as frozen processed food products is a business or food that is quite popular with the public. Frozen food is processed food that is frozen and then reprocessed. Frozen food processing can be done by boiling, frying or steaming. The frozen food process can occur due to the results of the method of preserving food by lowering the temperature to the freezing point to slow down the spoilage of processed food. The frozen food trend also occurred during a pandemic where there was a change in people's consumption patterns and with this change demanded the food and beverage industry sector to be more active in developing innovations such as frozen food which was developed where frozen food products were durable, ready to eat, ready to send and just processed. So that people are slowly starting to try and consume frozen food products because frozen food is practical and saves time. Therefore, the business in the frozen food sector can be said to be quite promising, coupled with current technological developments that are increasingly widespread and quite easy to sell online, such as e-commerce or social media, and today's society, almost all of which use smartphones and are supported by the digital era. digital technology that is developing fast and rapidly. The preparation of this business development is carried out by conducting an analysis of the macro and micro external environment by utilizing PEST and Porter 5 Force's analysis and analysis of the internal environment to determine the situation of the company's resources and capabilities. The results of the analysis will be used to create a SWOT matrix and Business Model Canvas (BMC) to set business strategies that need to be carried out in the future. This study also pays attention to business feasibility by calculating the net present value, internal rate return, and return on investment. The results of the analyzes used show that the development of the frozen food marketing method with Tokopedia e-commerce has its strengths, weaknesses and threats. Then, for the results of doing advertisements using the features provided by Tokopedia, they showed good results because they got sales and consumers who reached a wide audience and some had already saved them on a wishlist