Abstract
This study aims to formulate the right business strategy for CV XYZ, an MSME in the frozen food industry, in facing operational challenges such as high employee turnover, dependence on out-of-town suppliers, and logistics inefficiencies due to limited cold chain technology. This study uses a qualitative method with a case study approach. Data were collected through semi-structured interviews, internal company reports, literature reviews, and industry publications. The analysis was conducted through an external approach using PESTEL and Porter's Five Forces, as well as internal analysis through VRIO and Value Chain Analysis. The results of the analysis are summarized in a SWOT Analysis and continued with the formulation of a business strategy using Porter's Generic Strategies and TOWS Matrix. The proposed strategy is Cost Leadership with a focus on operational efficiency, investment in cold chain technology, and employee training to increase productivity. This strategy is expected to help CV XYZ increase competitiveness, expand the market, and support sustainable business growth in the frozen food industry.
