Fenny I Nyotowijoyo

Marketing Strategy for Indonesian Rattan Furniture in the Netherlands: Segmentation, Targeting and Positioning Fenny I Nyotowijoyo

Nowadays, people try to mix different interior styles in order to create an original interior. 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 author concerned to analyze how to increase the sales especially in European countries, which in this book the Netherlands is used as an example country to be researched. This book will be divided into five main parts, which are furniture market analysis, dutch buying behavior, marketing strategy for Indonesian rattan furniture, trends of furniture and trade structure in the Netherlands. The research methodology that is used by the author is also discussed here.