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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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.

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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.

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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

research uses both quantitative and qualitative 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.

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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.

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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.