Sustainable Management and Marketing

RUNNING HEAD: SUSTAINABLE MANAGEMENT AND MARKTING 0
Sustainable Management and Marketing
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SUSTAINABLE MANAGEMENT AND MARKETING 1
Contents
Introduction......................................................................................................................................2
Background of the company............................................................................................................2
Principals.........................................................................................................................................3
Marketing Mix.................................................................................................................................4
1. Product:....................................................................................................................................4
2. Promotion:................................................................................................................................5
3. Distribution:..............................................................................................................................5
4. Pricing:.....................................................................................................................................5
Improvement recommendations......................................................................................................5
Marketing Positioning Analysis......................................................................................................6
Conclusion.......................................................................................................................................7
Bibliography....................................................................................................................................8

SUSTAINABLE MANAGEMENT AND MARKETING 2
Introduction
This report is based on the sustainable management and marketing of Icebreaker. It includes the
discussion of the key principle of sustainable marketing of the company. The following report
includes a discussion of the marketing mix strategy of the organization. There will be analysis of
the market positioning of the company for better understanding of sustainable approaches.
Background of the company
Icebreaker is a merino wool outdoor and natural performance outdoor clothing brand.
Companies’ headquarters are situated in Auckland, New Zealand. Icebreaker acquired by the VF
Company in the financial year 2018. This company works with sustainable objectives by utilizes
natural fibers and environmental or social ethics. This company has 4700 stores in the 50
countries (Icebreaker, 2019). The company established the merino fiber layering system with the
collection like Superfine Lightweight Travel for warm hot conditions. In the current years,
company introduced the new product Icebreaker Baacode (Icebreaker, 2019). Companies have
strict rules and regulations regarding the environment and social issues. The merino fiber of
company supplies in the 140 high country stations that covers the 2 million acres region of New
Zealand (Icebreaker, 2019). The company entered into the largest wool agreement in the 2008
value of US$50 million (Icebreaker, 2019).
Figure: Sustainability of “Icebreaker”
Source: (Icebreaker, 2019)