Danish furniture companies were rather lucky, or
arguably so opportunistic, to have made their brand of furniture a value
commodity all over the world. Consumers purchase furniture that would last them
for their entire life or passed down to the next generation. There was a change
in consumption as people bought furniture more frequently, switching in and out
their household items. However, the furniture industry had their own housecleaning
of their own as they restructured their operations. Most importantly, with
advanced technology, the industry was able to manufactured high quality
furniture. The industry would have not been successful if they did not
outsource their materials which were more affordable. They were able to keep
the cost down through technological advancement, selling “high quality” Danish
furniture. They were also selling the ideology. Danish furniture was seen connected
to a desired lifestyle or a socio-economic class. The combination of high quality
and well-off lifestyle allow their industry to flourish.
From the Danish furniture industry experience, I am
reminded again that consumers are not only buying material things, but also a
concept or ideology that the company has designed. IKEA ads of white-theme,
clean, airy ad makes us feel that by purchasing their items, our room would look
airy, spacious, and clean. How I would best promote my company is to sell an
idea. I need to know Bhutan first (the people, government, landscape,
atmosphere, etc.) and see how they want to be branded as. Beyond this, I also
need to study the target countries that I want to come visit Bhutan. Then I
will be able to translate the idea, the product, to the targeted country in a
way that entices them without compensating Bhutan’s image.
We know that the structure involves government, industry, and people and we have been looking at how start ups make money with their product/idea. Can a startup have the same structure, but does not involve money?
https://www.google.com/search?q=selling+an+idea&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiv97TgzPXRAhWqv1QKHXizA9kQ_AUICCgB&biw=1366&bih=662#imgrc=7VB1fgiy_CdtuM:
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