At every stage of your life, you visit this store: IKEA. It is a bigger amusement park than Disneyland and therefore has a much larger turnover (and profit). But this disappears into a shadowy foundation, through which the founder’s family is generously rewarded. At the same time, we also see many good things in this brand, and all of this comes to light when we discuss IKEA’s positioning.
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Every two weeks a new episode about positioning with the main segment focusing on a special brand or market. Zeeman, Shell, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here.
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In the main topic of this episode, we cover the international furniture giant IKEA, which is now much more than just a furniture retailer. We discuss the founding and founder, the unique corporate structure that enables large-scale tax avoidance, and the choices IKEA has made to become the successful supercapitalist it is today. We are not negative about the world-famous brand but do raise some sharp remarks.
Do you have questions about marketing or positioning? Want to talk with us or have suggestions for the show’s content? Email [email protected]! This is a podcast by Merkelijkheid with Ties Morskate, Tal Gonen, and Bob Morskate.