MARKETING ANALYSIS OF ICEBREAKER CLOTHING COMPANY

Running Head: MARKETING ANALYSIS OF ICEBREAKER CLOTHING COMPANY
MARKETING ANALYSIS OF ICEBREAKER CLOTHING COMPANY
Name of the Student
Name of the University
Author Note

MARKETING ANALYSIS OF ICEBREAKER CLOTHING COMPANY
1
Executive Summary
The primary purpose of the paper is to analyse the marketing strategy and sustainability
theory of the Icebreaker Clothing Company. The study is supported by doing a marketing and
competitive analysis of the company. It has been found that Icebreaker is a leading company
in terms of using natural fibres for making garments. The main products are clothing, socks,
and accessories. A transparent supply chain process has helped the company in expanding the
business.

MARKETING ANALYSIS OF ICEBREAKER CLOTHING COMPANY
2
Table of Contents
Introduction................................................................................................................................3
Discussions.................................................................................................................................3
Company Background............................................................................................................3
Key Principles of sustainable marketing of Icebreaker..........................................................4
Marketing mix Strategies.......................................................................................................4
Market Positioning Analysis..................................................................................................5
Assessment of Company’s Success.......................................................................................6
Recommendations..................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8