The development of frozen food production in Indonesia have a significant increase in demand during the COVID-19 pandemic situation. This development is in line with the increasing demand for Indonesian seafood frozen, which are now getting more added value from the community. The development of the fish processing business has high potential to be developed, considering the ease of obtaining, storing and serving to serve as an additional side dish in the daily life. The research objectives are to analyze the internal and external factors of PT XYZ processed fish, formulating alternative business development strategies of PT XYZ, determining the priority of the policy strategy for the business development of PT XYZ. Descriptive research method, processed and analyzed using IFE, EFE, IE, SWOT and QSPM matrices. The results showed that there were raw material fo frozen is swangi fish. In addition, 7 alternative strategies including selling products to sole distributors, producing frozen fresh seafood, adding distributors outside East Java, increasing branding, processing fish into minced fish, and campaigning for fish as a source of protein. The priority resulting from the research is producing export grade frozen fresh seafood as a new product to be the most priority alternative that can be done by the company. So hopefully PT XYZ not only selling products in the domestic market, but the international market becomes an opportunity for the company.
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