Icebreaker Essay

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1. Analyze how Moon applied Geoffrey Moore’s “Crossing the Chasm” framework in developing the Icebreaker business in New Zealand, Europe and US? Provide specific examples based on the case information. Did he need to make any changes to adapt it to a consumer product? Moon did apply Geoffrey Moore’s “Crossing the Chasm” in a sense that he did not go for the mass market at first. He did not even go for the sport outwear image but stick to a very High tech, professional use. These professionals / technology enthusiasts and the visionaries was what he needed to cross the chasm to the pragmatists wanting the “whole product”. If professionals vouched for the product, the pragmatics would adopt it. Because he targeted the niche of snow wear, but wasn’t present in general retail shops (hence bringing rarity, specialty technical wear), it created global word to mouth bringing more brand awareness from users and early adopters. In that sense, Moon putted all his eggs in the same basket, focused on this niche and hoped brand awareness would come out from professionals and word to mouth. He had the chance to meet pragmatist customers (Sir Blake for instance) that helped him win over the rest. Then from technical wear, he was able to become Sporty fashion, yet remaining the technical aspect of his brand. He succeeded in winning a niche foothold in the mainstream as quickly as possible through his brand image (close to nature yet highly technical sport wear). When normal people started calling him to inquire about how to find the products, it meant he was finally moving from his niche to the mainstream market and the chasm was crossed. 2. Should Icebreaker enter the Chinese market? Provide a rationale using information from the case. Given the SWOT analysis in exhibits, I would not advise an entry in the Chinese market yet for three main reasons. First of all,

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