Evaluating Financial Viability and Competitive Advantage in Urban Beverage MSMEs: A Case Study of a Watermelon-Based Drink Enterprise in Indonesia
Keywords:
Business feasibility, Competitive advantage, MSMEs, Urban entrepreneurship, Resource-based viewAbstract
This study investigates the financial viability and competitive advantage of an urban beverage micro-enterprise operating in East Jakarta, Indonesia. Despite the significant contribution of Micro, Small, and Medium Enterprises (MSMEs) to emerging economies, limited studies have examined business feasibility beyond traditional financial indicators by integrating competitive advantage, legal readiness, and sustainability dimensions. Using a qualitative case study approach, this research explores a watermelon-based beverage enterprise known as "Indian Watermelon Ice". Data were collected through in-depth interviews, direct observation, and document analysis. The business was evaluated across eight dimensions: market, product, marketing, operations, management, finance, legal compliance, and environmental sustainability. Findings reveal that the enterprise demonstrates strong financial viability, with an estimated monthly net profit of IDR 4.75 million, a Return on Investment (ROI) of approximately 31.7%, and a payback period of 3.2 months. Product differentiation through its proprietary “MAGIC” variant constitutes a valuable and difficult-to-imitate resource that strengthens competitive positioning. However, challenges remain regarding business formalization, digital marketing optimization, and environmentally sustainable packaging practices. The study contributes to the MSME feasibility literature by proposing an integrated framework that combines financial feasibility, resource-based competitive advantage, and sustainability readiness. The findings provide practical insights for urban beverage entrepreneurs and policymakers seeking to enhance the competitiveness and resilience of informal culinary MSMEs
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