ABSTRACT This research was conducted in August-September 2020 in the city of Padang Sidempuan to be precise at the UD company. Assa Group. This study aimed to identify internal and external factors in the frozen fish business at UD. Padang Sidimpuan City Assa Group and analyzed the strategy of developing frozen fish business at UD. Assa Group Padang Sidimpuan City. The method used in this resea…