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All Journal Profixa: International Journal of Economic and Business Research
Usman Ardeta
Widyatama University

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Market Positioning of Roda Berkah Dimsum & Sushi through STP Strategy Usman Ardeta; Keni Kaniawati
International Journal of Economic and Business Research Vol. 1 No. 3 (2026): : July: Profixa: International Journal of Economic and Business Research
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/5vw4wh95

Abstract

This study analyzes the market potential and financial feasibility of Roda Berkah Dimsum & Sushi in Lembang, West Java, using an integrated business-development framework. A descriptive single-case study was employed using secondary data from the 2026 business plan, supported by relevant literature and industry information. Market potential was assessed through Total Addressable Market, Serviceable Available Market, and Serviceable Obtainable Market, while financial feasibility was evaluated using NPV, IRR, Payback Period, PI, GPM, ROI, ROA, and ROE, complemented by sensitivity analysis. The estimated TAM reached IDR 38.86 billion annually, SAM IDR 7.77 billion, and SOM IDR 388.5 million. The required initial investment was IDR 107.7 million, with NPV of IDR 1,142,944,077, PI of 11.61, and Payback Period of 0.38 year. Projected GPM, ROI, ROA, and ROE were 65.20%, 226.18%, 72.44%, and 72.44%, respectively. All sensitivity scenarios remained feasible. The findings indicate favorable projected viability, although differences between SOM and first-year sales projections and between unit and annual margins require validation before major expansion decisions. These results provide evidence for integrated strategic decision-making by culinary MSMEs operating in tourism-oriented and competitive markets.
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