Sustainability Management and Marketing Strategies of Icebreaker

This report provides a critical analysis of Icebreaker, a clothing company specializing in merino wool products, focusing on its sustainability management and marketing strategies. The report begins with a background of the company, highlighting its commitment to sustainability, natural fibers, and ethical practices. It then delves into Icebreaker's marketing strategies, including product development, promotional activities (both traditional and e-commerce), distribution methods, and pricing strategies. The report critiques these strategies, offering recommendations for improvement, such as product quality assessment, consumer behavior studies, and enhanced marketing approaches. The analysis also includes a positioning map to compare Icebreaker with its competitors. The conclusion emphasizes Icebreaker's competitive advantage due to its unique manufacturing and marketing plans, which prioritize sustainability and ethical considerations. The report references various academic sources to support its analysis.