Sustainable Management and Marketing

Running Head: MANAGEMENT 0
SUSTAINABLE
MANAGEMENT AND
MARKETING

MANAGEMENT 1
Contents
Introduction................................................................................................................................2
Background of the company..................................................................................................2
Key sustainable marketing principles of ‘Icebreaker’...........................................................2
Analysis of the case and synthesis with theories.......................................................................3
Strategy accomplishment...........................................................................................................5
Marketing positioning analysis..................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

MANAGEMENT 2
Introduction
This report states about Icebreaker sustainability marketing principles in relation with its
various marketing practices including product, price, place and promotion. The concept of
sustainability marketing holds that icebreaker should fulfil the wants and requirements of its
existing customers deprived of comprising the ability of future generation (Jones et al, 2008).
Background of the company
Icebreaker was incorporated in 1995 with the aim to offer garments for outdoor adventures
with less reliance on petrochemical fibres and thus giving greater sustainable future to the
organisation and planet (Roux and Van Rensburg, 2019). Jeremy Moon was the man who is
behind this successful organisation and he considers that “sustainability isn’t just a feature of
our products, it is in values and design of our business” (Bulmer and Buchanan-Oliver,
2010). The company have its distribution centre in various countries such as USA, Germany,
Canada and New Zealand and 84% of Wool Fiber Source is from New Zealand, 11% from
Australia and 5% from South Africa. The company operates in 47 countries through more
than 4,500 stores and via website in 23 countries. The company also has a distinct
competitive advantage in form of long term association with the suppliers because the
company reports say that 30% of its suppliers have worked alongside with the company for
higher than 10 plus years. Integration of supply chain partners is multi-faceted, and that many
competencies act complementary to attain a greater level of performance (Prajogo and
Olhager, 2012).
Key sustainable marketing principles of ‘Icebreaker’
The principles of sustainable marketing includes green marketing, social marketing and
critical marketing (Gordon, Carrigan and Hastings, 2011). Icebreaker intent to prove its
apparel is “Made Different” with new transparency reports and through it has committed to
using of natural fibres and sustainable production (Sneddon, Lee and Soutar, 2012). The
company claims that the symbiotic association amid people and nature guides every design,
development and supply chain decision made by the brand whereas on the other hand, the
other companies in the industry largely based on petrochemical synthesis