Segmentation and positioning strategy for Indonesian Rattan Furniture in the Netherlands

Nyotowijoyo, Fenny Imasari (2007) Segmentation and positioning strategy for Indonesian Rattan Furniture in the Netherlands. Bachelor thesis, Petra Christian University.

Abstract

As life becomes more complicated and stressful, the home interior, particularly furniture, becomes more important. Nowadays, people try to mix different interior styles in order to create an original interior. Therefore, the opportunity to expand Indonesian rattan furniture market is big. In spite of enormous supply of wood and rattan, Indonesia has so far only managed to carve a small share in the global furniture trade. In response to that, the writer concerned to analyze how to increase the sales especially in European countries, which in this dissertation the writer used the Netherlands as an example country to be researched. Through this dissertation, the writer will apply the STP (segmentation, targeting and positioning) of Indonesian rattan furniture in the international market. This dissertation will be divided into three main parts, which are Dutch Buying Behaviour, Segmentation, Targeting and Positioning for Indonesian Rattan Furniture and Trends and Trade Structure. Afterwards, the writer will suggest new targeting and positioning for Indonesian rattan furniture in order to increase the demand and also other recommendations that help Indonesian manufacturers to enter the European market.

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