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MARKETING STRATEGIES AND PROBLEMS ENCOUNTERED BY FURNITURE ENTERPRISES IN INDONESIA
1. Darwin Simanjuntak,MBA.,Ph.D. 2. Francis M. Hutabarat, MBA., Ph.D

Universitas Esa Unggul and Universitas Advent Indonesia


Abstract

The very core problems of the study are essential to determine the competitive marketing strategy of Furniture Enterprises. The study was generally using the descriptive method of research. Data were obtained by using a questionnaire ,and followed by an interview to obtain further opinions of each of the respondents. Relevant tables and matrices were generally presented to interpret and analyze the study. In addition, the percentage was used to compare the proportion of the frequencies of responses to the total number of responses to denote the order of importance of an item in the questionnaire. The study shows the following findings: living room sets, bedroom furnishings, dining room sets, chairs, tables, accessories, and decors are types of products produced. Quality of material used is a major factor of product attribute desired by the buyers. Lower prices, product quality, good design, and craftsmanship and on-time delivery are the competitive strategies of the products. Catalog, trade fairs, correspondence are more common methods of introducing the products to the buyers. United States of America, Australia, Japan, Sweden, England, Netherland, France, Germany, Canada, and the United Emirates Arab are major export destinations. Among the most severe problems are price control, unpredictable demand situation, and lack of market information. In addition, high interest rates and stringent collateral requirement prescribed by the financial institution and unfavorable tax rate was also reported as the severe problems as the result of government rules and regulations. Considering the significant contribution of the furniture industry to the economy, the government should continue to make the furniture industry as a priority industry. Reappraisal of present incentives toward the industry will have to be made. The government should help the industry to gather market information along with new design and technology and demands of the foreign market.

Keywords: Marketing Strategy, Customer Orientation, Furniture Industry

Topic: Trade policies strategic Responses

Link: https://ifory.id/abstract/4cTHLg6eybuq

Conference: The 3rd International Conference on Trade (ICOT 2019)

Plain Format | Corresponding Author (Darwin Simanjuntak)

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