Strategy Formulation in A Microenterprise: Case Study SEHATEA Ice Tea

. This research aims to examine and analyze the environmental conditions, conduct a SWOT analysis, and design a strategy formulation and implementation through the EFAS IFAS method. One of the scopes is within the Micro, Small, and Medium Enterprises (MSMEs) of SEHATEA Iced Tea, which has become a new business that is highly sought after by both young people and adults and has high business potential. The qualitative study conducted at Sehatea Iced Tea resulted in a SWOT analysis and matrix that outlines the vision, mission, and strategy. After conducting a SWOT analysis on Sehatea MSMEs in the Subang district, it was found how the external and internal conditions of these Sehatea MSMEs are. Sehatea will face greater opportunities compared to threats, while from the external conditions and the internal conditions of MSMEs, they have more strengths than weaknesses. From the results of the SWOT matrix analysis, the Vision, Mission, strategic objectives, and strategies of Sehatea MSMEs in the Subang district were born, based on the SWOT matrix analysis, the vision is to make Sehatea Iced Tea the No. 1 Iced Tea Brand in Subang at an affordable price. To achieve this vision, Sehatea MSMEs strive to provide products with good quality and affordable prices. To realize the existing vision, a mission is designed, namely, standardized product quality with a halal label, maintaining financial performance, creating product innovation, competent human resources in work, and expanding the network of potential consumer markets and businesses.


INTRODUCTION
In today's globalized era, many are establishing businesses, from small to large, to meet their needs [1].The beverage business in Indonesia is thriving due to high demand.One such business is SEHATEA Iced Tea, a Micro, Small, and Medium Enterprise (MSME) that offers a variety of flavors and has seen increasing daily turnover across its three branches.Despite various factors affecting income, sales remain stable even in rainy weather [21].The Sehatea Tea business was inspired by the owner's mother who sold affordable iced tea at home.It targets consumers up to 50 years old and has seen increasing turnover across its branches.Despite market competition, it has seen stable sales and repeat customers, particularly for its original iced tea.The research data shows that Sehatea Tea Outlet in Sompi saw an increase in turnover to Rp. 86,661,000 in November.However, the Gg Tongkeng branch saw a slight decrease in November, while the Dolog branch, which opened in October 2023, saw an increase to Rp. 31,100,000 in November.Consumer demographic segmentation consists of age, gender, income, religion, marital status, education, ethnicity, and nationality [5].The demographic segmentation of Sehatea Tea is the community up to the age of 50, both men and women.Male consumers usually come more during the day.Psychographic segmentation includes social class, lifestyle, personality, perception, and attitude [4].
Sehatea Tea products are aimed at all social classes, both lower-middle and upper-middle classes because the prices are also very affordable.Sehatea Tea is also aimed at the Subang community who want to consume iced tea with a suitable price and taste.Geographic segmentation includes region, area size, city size, and climate density.The geographic segmentation is that Sehatea Tea is located in the centre of Subang City and has good road access.With a taste that is easily accepted by the surrounding community and also has a price range that is in line with the income of the Subang city community itself and with a suitable climate condition [6].The consumer behaviour segmentation is that consumers are seen making repeat purchases with a good attitude and are considered to like the existing menu [8)].The menu most often ordered and repurchased by consumers is original iced tea because it is considered to have an affordable price range and fits in the pocket [10].SEHATEA Iced Tea aspires to become the number one iced tea brand in Subang at affordable prices.Sehatea will face many challenges, including ever-evolving competition.Over time, a mature business strategy planning is needed to realize the business aspirations.Strategic http://ijstm.inarah.co.id 586 planning has transformed from a unidirectional approach to a bidirectional one [2].The initial focus was on formulating and executing strategies, while the current emphasis is on fostering a culture of ongoing enhancement.
[18] Strategic management involves observing business conditions, conducting a SWOT analysis, and formulating a vision, mission, and strategic objectives [19].It has evolved from a one-way to a two-way process, focusing not only on strategy development and implementation but also on fostering a culture of continuous improvement.[12] In the intricate landscape of contemporary competition, only firms possessing the capability to fulfil consumer requirements, manufacture superior products, and maintain costeffectiveness can thrive.Aspiring competitors must be proactive and adapt to evolving circumstances [15].The cornerstone of contemporary business competition is total quality, encompassing facets such as optimal human resource quality, product excellence, cost-effectiveness, efficient service processes, punctual delivery, and other growing satisfactions that contribute to sustained customer contentment.[3] Based on the background above, the author concludes to title the research "Exploring Business Strategies in A Microenterprise: Case Study SEHATEA".This research focuses on the design of comprehensive business strategy planning, with several main issues to be discussed in this thesis: design of business strategy formulation, based on business environment analysis with the approach of SWOT and EFAS & IFAS methods at SEHATEA Ice Tea in Subang City.

II. METHODS
This research approach involves design as it involves data excavation through interviews and discussions, as well as information search through various websites.According to Saryono, qualitative research is used to investigate, discover, describe, and explain the quality or uniqueness of social influence that cannot be explained, measured, or described through a quantitative approach [8].Data collection techniques include participant observation and in-depth interviews.This research aims to understand the internal and external environmental conditions of Sehatea Iced Tea [19].Currently, the outlet does not yet have a comprehensive business strategy planning formulation that can guide in carrying out business planning.This research is expected to provide direction for organizations and individuals to undergo the process of learning, development, and improvement when implementing business strategy planning at the outlet [17].The researcher will conduct intensive observations and interviews with related parties who will act as respondents.This includes restaurant employees, branch heads, and founders who will be the subjects of research.Conducting in-depth interviews and observations with the owner of Sehatea Tea is a step in conducting an environmental analysis.The purpose of this process is to collect data and information related to the external environmental conditions of the outlet, as well as the macro conditions and competitors to be faced.
In carrying out the stages of designing comprehensive business planning for Sehatea Tea in Subang City, the researcher will collect data through in-depth interviews and observations.In addition, secondary data and external information from sources such as websites, and government data, will be the basis used in designing comprehensive business planning for the outlet.[17] Internal environmental analysis is carried out to look for HR, facilities, and organizations.HR will be analyzed from the structure and composition of positions within the organization.Facility resources will be identified through an inventory of facilities and infrastructure.Organizational resources, including strengths and weaknesses, as well as financial factors, will be identified through in-depth observations and interviews with the branch head and founder of Sehatea Tea in Subang City.After conducting observations and collecting information about the external and internal business environment of the outlet, the next step is to run a SWOT analysis.
The purpose of this analysis is to place strengths and weaknesses internally and identify threats and opportunities in the external environment.The results of the SWOT analysis are used as a basis for designing a business plan, including the selection of the company's mission as a wealth creator, the company's vision for the expected future conditions, as well as basic values and beliefs.In addition, the results of the SWOT analysis also form the basis for choosing a strategy, which is a pattern of use and direction of all company resources to achieve the vision through the chosen mission [2].Using the results of the SWOT analysis, the http://ijstm.inarah.co.id 587 envisioning process is carried out to determine the business and direction that the company will pursue in the future.In the envisioning stage, reconfirmation or reference is made to the mission, vision, strategic objectives, and success indicators of the Sehatea Iced Tea Outlet.After going through the SWOT analysis stage and the envisioning process that sets the vision and mission, the next step is to design a strategy plan that is integrated within the functional management structure.This involves setting strategies in each function and setting strategic objectives.Strategic planning, as a result of the translation of the company's mission, vision, objectives, and strategies, is a result created by the strategy formulation system.

III. RESULT AND DISCUSSION
In the formulation stage, the initial process involves observing the macro environment and the Sehatea Tea industry, observing trends in changes in the macro environment, industry environment, and competitive environment.After the observation has been conducted and information about the external and internal business environment of Sehatea Tea has been collected, the next step is to conduct a SWOT analysis, to position strengths and weaknesses internally and position which and how much external conditions become threats and opportunities.Based on the SWOT analysis, envisioning is then carried out to determine the business and direction that the company will pursue in the future.In this envisioning, reconfirmation or reference is made to the mission, vision, and objectives.There are no chairs to wait on 10 3 30 5.

Fig 1.Strategy Formulation Design Process Business Environment Analysis of SEHATEA Iced Tea in Subang
There is no agenda for employees such as attendance data.Financial cash flow management cash flow in dan chas flow out financial performance that can show business growth and knowledge of the amount of costs for future infrastructure.

IV. CONCLUSION
The following conclusions have been derived from the research conducted on Sehatea MSMEs in Subang Regency and the subsequent discussions:The SWOT analysis of Sehatea MSMEs in Subang Regency reveals the internal and external conditions of the enterprise.It is evident that Sehatea is poised to encounter more opportunities than threats in the external environment.However, the internal analysis indicates an equal number of strengths and weaknesses.The SWOT and IFAS-EFAS matrix analysis have led to the formulation of the vision, mission, strategic objectives, and strategies of Sehatea MSMEs in Subang Regency.The vision, as per the SWOT matrix analysis, is to establish Sehatea Ice Tea as the leading Ice Tea Brand in Subang, offering it at an affordable price.To realize this vision, Sehatea MSMEs are committed to delivering products of high quality at reasonable prices. V.

Table 1 .
City Matrix Internal Factor Analysis Summary (IFAS)

Table 3 .
IE Analysis Results at SEHATEA Ice Tea in Subang City

Table 4 .
Matrix SWOT analysis of SEHATEA Iced Tea in Subang City

Table 6 .
Sequence of SWOT Strategy Alternatives Consistent with the taste of this sehatea iced tea, namely by maintaining the confidentiality of the raw materials owned by sehatea tea.WT 2. There is a differentiator between the sehatea ice tea business with other competitors with its building innovations.

Table 7 .
Design of business strategy formulation for SEHATEA Iced Tea