NEW PRODUCT DEVELOPMENT FOR NEW HOME FURNISHING BUSINESS IN INDONESIA CASE STUDY : WIKEN LIVING

• Main Author: Wahyu, Samuel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/37141
• Institution: Institut Teknologi Bandung

Creative industry in Indonesia is currently growing rapidly and shows good prospects, this can be seen from the emergence of various kinds of startups that offer solutions to a problem. The furniture industry is one type of business that is currently experiencing positive growth. This is in line with the increasing demand for housing due to high population growth in Indonesia. The demand for furniture products is now increasing, making new furniture businesses also appear and add to the competition. WIKEN Living came as a brand new furniture business that wants to offer different value products apart with other brands. The main idea of this thesis is the new product development that business owners can do to eventually be offered to consumers. By implementing the right product development, it is expected to produce a good brand and product presentation. The purpose is that this brand can meet its specific target market and become a solution for its customers. Some of the methods used in this thesis are literature studies as a theoretical basis and also an analysis of aspects that will be used for the application of product development. To obtain data from consumers, a survey method is carried out by distributing questionnaires that will describe the profile or information of potential consumers. The analytical methods used are market size hierarchy, potential consumer profile analysis, and SWOT Matrix. The results of the analysis carried out are the product and brand development strategies which are finally applied by business owners. The final product will also be offered to consumers in the hope that it will provide a new value experience. The application of technological innovations in either material or manufacturing techniques can add value to the experience to consumers.