Icebreaker Case Analysis

290 Words2 Pages
ICEBREAKER: THE U.S. ENTRY DECISION Case Analysis Questions 1. What are the essential elements in Icebreaker’s success to date? The essential elements in Icebreaker’s success to date are Innovation, relationship with people, nature as inspiration (a typical New Zealand merino wool, and the nautral settins in which the merino sheep live), brand vision, sustainability, and culture. 2. What are the core components of Moon’s “brand blue print”? Why is this so important to Moon? The core components Moons “brand blue print” are high level raw material, sourcing, supply chain management, manufacturing techniques, fonts, logo, and colors etc. this is so important to moon because the brand has a multi-layered, multi-faceted architecture, containing elements of vision values, ambition, technology, product, user insights, code of conduct, design, innovation and customer relationship. By using those core elements, Icebreaker earned about $110, 000 in revenue in its first year of business. The next several years saw exponential growth-to $1.1 million in 1997 and $2.2 millions in 1998, 3. What is Moon’s model of adoption for American customers? How does this relate to his channel choice? Moon’s model of adoption for American customers is creating new relationships between people, people and nature, and between merino wool and the human body. There are multiple reasons for Moon’s to choice US market, such as revenue, outdoor apparel market, convenient market, communication. To settle on his US distribution strategy, Moon made a fundamental decision to position Icebreaker as technical apparel company, selling through outdoor and snow sports retailers, selling through fashion retailers. Icebreaker could be the first that launched in both channels at once. 4. How

More about Icebreaker Case Analysis

Open Document