All posts tagged: Ikea

The Ikea marketing gimmick

The Ikea store in Queenstown, Singapore, has only 1 entry, but 2 exits. As my services marketing prof aptly puts it, “They’re playing on the Singaporean mentality. When Singaporeans see a queue, they join it.” More than often, there’s a huge crowd outside Ikea, waiting to get in through the single entry door. It entices passers-by to believe that Ikea is GOOD. Which it is, by the way. And localization, as they say, is the key to good marketing. I suppose we attribute the ‘queuing mentality’ to the success of Doughnut Factory too. What else can make doughnuts special enough to be queued for for 2-3 hours? Shivya NathWelcome to my blog, The Shooting Star. I’ve been called a storyteller, writer, photographer, digital nomad, instagrammer, social entrepreneur, solo traveller, vegan and environmentalist. But in my heart, I’m just a girl who travels! Check out my: First book || Storytelling project || Instagram

Ikea: no tax, no threat

Mostly, we know Ikea for its good-looking, value-for-money, comfortable furniture and housing appliances. And for the layout of its stores, where all its products are arranged such that you can picture how exactly they’d look in your own home. I’m definitely not the only one who’d go in there to pick up a table lamp and walk out with a big bag full of things I don’t quite need. Recently, I read an article in the Economist about Ikea’s accounts. The Swedish company plays around the weak policies of the Dutch corporate-registration system and manages to legally evade the major part of its taxes. Not just that, it’s complicated ownership means it pretty much rids itself of any fear of a hostile takeover. There are several layers you need to uncover before you can really know who owns Ikea, here’s how. As a company, Ikea is divided between the actual manufacturing company and its franchisee arm. The manufacturing / operations division is owned by a Dutch company, Ingka Holding. Ingka Holding is in turn, part …