Sustainability Marketing Management Strategy of Company Process 2022

Running Head: MARKETING 0
ICEBREAKER:
SUSTAINABLE
MARKETING
MANAGEMENT

MARKETING 2
Contents
Introduction......................................................................................................................................3
About Icebreaker.............................................................................................................................3
Conclusion.......................................................................................................................................7
Bibliography....................................................................................................................................8

MARKETING 3
Introduction
Sustainability means using resources judiciously at present to be able to use it in future.
The reasons companies go for sustainable management is pleasing their stakeholders and to
secure a good image in the market place (Muñoz‐Torres, M. Á., M., & Escrig‐Olmedo, 2019).
Sustainability practices practiced by company without appropriate marketing are a hollow
concept. Sustainable marketing is helpful in creating a greater value to the consumer with the
cost lower than the benefits offered with the long-term motive of good returns. At present, there
are many companies, which are going green such as Wal-Mart, Starbucks, and General Electric.
These companies have invested a great sum of money in doing their functions eco-friendly. One
such company is Icebreaker, as the name suggest, it is all about breaking the ice to become
innovative. Since its, inception in 1995, the icebreaker company evolved around with sustainable
philosophy of producing clothes with the natural fibers. The company bases its foundation on
sustainability. The following report discusses about the company, its principals of sustainability,
organizational strategy, and analysis of company’s position against its competitors.
About Icebreaker
It is the story of 1994 when Jeremy Moon founder’s girlfriend introduced him to the
farmers who produce underwear by mixing the natural fiber merino wool with the traditional
wool. Back, then the fabrics produced had a low price (Woods & Woods, 2016). The idea
clicked him to produce fabrics from the 100% natural merino wool. In 1995, Jeremy Moon
established the Icebreaker, a clothing company in 1995 with the sustainable motive of producing
clothing apparels by using 100 % natural fiber (Icebreaker, 2019). The company has it’s
headquarter in New Zealand and has established its presence in 50 countries globally. It has the
staff of 400 employees. The range of the products offered by the company is outerwear, mid
layers, underwear, socks, and items made from natural fibers (Ice breaker, 2019).
The company has based its practices on the principles of Sustainability. The principals of
sustainable marketing followed by the company are environmental, consumer and innovative
principals (Emas, 2015). The Environmental sustainable principals mean being concerned about
the welfare of the environment. It is about avoiding any kind of harm inflicted on the
environment. The icebreaker is concerned about the animal welfare where the sheep are kept