Please take a moment to complete this survey below
Library's collection Library's IT development CancelAs 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.