Identifying The Frozen Food Business Omni-Channel Retail Strategy in Bandung
Djamaludin, Nita Puspita, Selamat

Industrial Engineering - Universitas Islam Bandung

Abstract

Micro, Small, and Medium Enterprises or commonly abbreviated as MSMEs are business groups managed by certain people or business entities whose criteria are determined based on Law Number 20 of 2008. Currently, there are more than 65 million MSMEs spread across Indonesia [3], while in Bandung City, West Java Province, there are around 160,000 [6]. In this study, one example of a frozen food company in the city of Bandung, which has the characteristics of the small business category [10], has an average sales turnover of 30 million per month, employees are less than 10 people, various frozen food products are their own production, run a business for more than 3 years, have resellers < 10, sales are carried out through the social media network whatsapp only. From the results of the initial research, it can be seen, from the product side and buyer experience, it is found that the products produced by the company are very satisfying and unique, and in terms of sales channels, they have not reached the electronic market or resellers in cities spread across Java. Therefore, it can be seen that there is a great opportunity to develop and expand its market reach through various sales channels both online and offline. This research is a start to determine a more appropriate omni-channel retail strategy in its development and implementation. The results showed the need for an integrated and efficient system in terms of product management, inventory, marketing sales, reporting from various channels that will be entered by the company. Companies can choose and utilize the right technology according to the needs and financial capabilities of the company. This can be done by calculating the Return on Investment (ROI) of the creation or utilization of software and related infrastructure, namely by measuring the potential of software applications and related infrastructure, to increase revenue, reduce costs, increase customer satisfaction, and achieve operational efficiency.

Keywords: MSMEs, omni channel retailing strategy, frozen food business, roi software

Topic: Industry Engineering