Icebreaker Strategy Analysis 2022

Running head: ICEBREAKER STRATEGY ANALYSIS
ICEBREAKER STRATEGY ANALYSIS
Name of the Student:
Name of the University:
Author Note

ICEBREAKER STRATEGY ANALYSIS1
Table of Contents
Introduction.................................................................................................2
Discussion...................................................................................................2
Task 1..........................................................................................................2
Background of Icebreaker........................................................................2
Sustainable marketing principles.............................................................3
Task 2..........................................................................................................3
Case analysis with theory........................................................................3
Task 3..........................................................................................................5
Task 4..........................................................................................................5
Conclusion...................................................................................................6
References..................................................................................................7

ICEBREAKER STRATEGY ANALYSIS2
Introduction
This report titled “Icebreaker Strategy Analysis” is prepared to
analyse the different strategies of Icebreaker in relation to the
sustainability market interest. The main objective of the report is to
analyse the strategies of the organisation in respect to the sustainable
marketing interests and to provide the recommendation in the basis of the
analysis. The report mainly have the four part which are named as the
tasks. The first part of the report provides the brief about the Icebreaker
Company as well as their key principle of sustainable marketing. The
second part of the report analysis the theory of the firm related to the
product, promotion, distribution and pricing in relation to sustainable
marketing interests. The next part of the report analyse those strategies
whether it is successful or the organisation needs to adopt any other
strategy. The last part analyse the position of Icebreaker in the market
among their investors.
Discussion
Task 1
Background of Icebreaker
Icebreaker is a clothing brand of New Zealand. The head office of
the firm is in Auckland. The company produces the natural performance
outdoor and merino wool outdoor performance clothing. Jeremy Moon
started the firm in 1995 in New Zealand. Later on Icebreaker acquired by
the VF Corporation in 2018. The VF Corporation is a listed company of
New York and it is listed on the New York Stock Exchange (icebreaker
2019). The main objective of the firm is based on the sustainability and
the company design its product in the basis of the sustainability by using
the natural fibres for the welfare of social ethics, environment as well as
animals. The initial product of Icebreaker is layers which are based on the
merino but now the firm produces different other products like mid layers,
under wears, outer wears, socks and various other accessories by using
the natural fibres. The company now suppliers their clothes in more than