Assessing Culinary MSME Feasibility Using an Integrated 5C–7P Marketing and Financial Evaluation Framework: Evidence from Kedai Huo, Samarinda

Abstract

This research examines the business feasibility of Kedai Huo, a culinary enterprise located in the Citra Niaga commercial area of Samarinda, by incorporating both non-financial and financial perspectives. The non-financial analysis focuses on market and marketing conditions, technical and operational performance, human resource management, organizational structure, as well as legal and licensing compliance. The results show that Kedai Huo operates within a favorable market context, supported by an efficient operational system, an adequately functioning organizational structure, and compliance with essential legal requirements. Nevertheless, several administrative aspects, particularly supplier formalization and employee social security registration, require further strengthening to ensure long-term business sustainability. Financial feasibility is assessed using standard investment appraisal indicators, including Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PP), and Net Benefit–Cost Ratio (Net B/C), calculated using a 10 percent discount rate over a six-year investment horizon. The analysis reveals strong financial performance, reflected in a positive NPV of Rp 4,873,564,772.84, an IRR of 45.17 percent, a payback period of 23 months, and a Net B/C ratio of 26.377. Sensitivity testing using the switching value approach indicates that the business remains financially viable under moderate cost increases and revenue declines, although its resilience decreases under more extreme conditions. This study contributes to the MSME feasibility literature by applying an integrated assessment framework that combines 5C and 7P marketing analysis with comprehensive financial evaluation tools. By simultaneously examining market, operational, legal, and human resource dimensions alongside investment feasibility indicators, this research provides a more holistic and practically applicable model for assessing the sustainability of culinary MSMEs operating in competitive and increasingly digital business environments.