304950956-Proposal-Frozen-Food-Industry.docx

BJTP 3093 : FINAL PROJECT 2015 INTRODUCTION

Food is one of the basic requirements needed in daily human life. Food supply everything needed substance to form a spiritual and physical as well as provide energy to enable the individual to perform daily activities. Nowadays, one of the famous foods is frozen food. During World War II a few companies had already produce frozen food, and largely because food rationing and a shortage of canned goods tempted consumers to try whatever was available. And at the end of the war there were 45 companies in the field, and as price controls were gradually removed by the Office of Price Administration (OPA) beginning in May 1946, the number of frozen food producers almost double. Frozen foods have been providing American consumers with convenient, affordable and healthy food and meal options since 1930 when, Clarence Birdseye’s first line of foods

first hit grocery stores. According to America Frozen Food Institute (AFFI), the frozen Food and beverage business plays a significant role in US economy. Information (AFFI) shows the frozen food products in this classification had a market value (sales) of over than $32 billion in 2012 (Marketline, 2013). And on 2015, for the 52 weeks ending 14 June frozen food sales were $53 billion. (Frozen & Refrigerated Buyer August 2015). Malaysia has the food industry, which consists of a variety of foods. Malaysian Investment Development Authority was stated Malaysia remains a net importer of food in 2011 (RM34.5 billion). Malaysia remains a net importer of food. In 2010, Malaysia's exports of food products amounted to RM18.2 billion, while imports total RM30.3 billion. In Malaysia, the development of the food industry is one of the contributors to economic growth. Among the foods that are gaining traction in the country is frozen food.

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BJTP 3093 : FINAL PROJECT 2015 Cold or chilled food means food that is stored at a temperature of -1 degrees C up to +10 degrees C. The temperature of frozen food, it will be stored at -18 degrees C and below. The purpose of this is storage at temperatures to keep food fresh for a long time. The food storage temperature should be controlled to ensure that no microorganisms that can effects food become spoiled or rotten. Among the products are cooled freeze meat, fish, vegetables and fruits. The development of research and technology development results also allow cooking cakes, frozen as soon rolled bread, curry, donuts, dumplings and so on. The objective of this study is to examine the performance of the marketing and production of frozen food. In this study also, examines trends and use of frozen food. In addition, this study also aims to assess the services and industrial innovations to freeze and review the level of security and hygiene products marketed to consumers. We hope that from this study we can help frozen food industry especially for small and medium enterprises (SMEs) to gain their profit and become successful in this industry.



BJTP 3093 : FINAL PROJECT 2015 PROBLEM STATEMENT

Frozen Food was not something new in Malaysia. In business scope, to become success in for sustainable frozen food is not something easy. According Prendergast and Pitt (1996) from a managerial point of view packaging needs to fulfil several functions and previous research emphases the logistic function, the marketing function and that the package provides convenience in handling and storing the product. In the marketing literature it is also obvious that packaging is playing an important role as a marketing tool in many market areas by protection, promotion and user convenience. In innovation of entrepreneurship, this research will test the connection between frozen food market orientation and innovativeness. According Hansen (2006) define innovation adoption of a new ideas, processes product, or service that are intended to increase value to the customer and contribute to the performance and effectiveness of the company. Demand from retailer or customer can be effect to make business become sustainable. Services that company provide must can satisfied customer demand to make company become sustainable. Besides focus on demand food security also can be one of the factor critical successes for sustainable in frozen food. Food security is a challenge confronting all nations around the globe. Declaration of human rights which recognized that ‘Everyone has the right to a

standard living adequate for their health and well-being of the United Nations Food and Agriculture Organization showed that globally there were roughly 900 million people undernourished (UNFAO, 2012) and food security wan an issue that was here to stay.



BJTP 3093 : FINAL PROJECT 2015 METDHOLOGY (FRAMEWORK)

Performance marketing

Customer demand Critical success factors for sustainable frozen

Service and Innovation

food

Dependent Variable

Food security

Independent Variable

Based on a framework designed is to identify the critical success factors for sustainable frozen food in a marketing performance, customer demand, service innovation and food security as independent variables and frozen foods as dependent variables. The design of the study is to help researchers to achieve certain objectives.This objectives. This research uses both quantitative and qualitative approaches.Therefore, approaches. Therefore, the survey method with a questionnaire to be used for collecting user information is variable as the variables used. Population refers to entire groups of people, events or things that could be the focus of research to investigate. For this study, the population only includes customers in Kedah.



BJTP 3093 : FINAL PROJECT 2015 CONTRIBUTION (RESPONDEN)

Frozen food is no longer foreign to the local community would not constitute a single product for most users’ needs. Frozen products constitute an alternative product saves time because users also have been exposed to the advantages of frozen food products, especially with regard to the quality of this product in levelling. In the meantime, consumer awareness and promotion of frozen products have been intensified by government and private agencies in support of industrial development. Findings of this study are important information that can be used by operators of frozen products designed strategy for product development in the improvement of existing products and set marketing strategy.



BJTP 3093 : FINAL PROJECT 2015 EXPECTATION

Frozen food is no longer foreign to the local community would not constitute a single products for most user’s needs. Frozen products constitute an alternative product saves time because users also have been exposed to the advantages of frozen food products, especially with regard to the quality of this product in the market. In the meantime, consumer awareness and promotion of frozen products have been intensified by government and private agencies in support of industrial development. Findings of this study are important information that can be used by operators of frozen products designed strategy for product development in the improvement of existing products and set marketing strategy. Most of people concern about safety and food hygiene. This is because for Muslim customer, halal logo is an important determinant of which can affect the purchase of frozen products, particularly for beef and chicken product.

304950956-Proposal-Frozen-Food-Industry.docx

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