BUS5SMM : Marketing Case Research and Analysis

Provide a marketing positioning analysis of the organisation against its competitors (15%)

? Based on its marketing mix strategies, what position does Icebreaker take in the market relative to its competitors?

? Who are Icebreaker’s target customers (demographics, psychographics, etc.)?

? How are Icebreaker’s products / brand different from other companies? What makes its products attractive to customers?

Assessment of company’s success and recommendations (15%)

• How successful is Icebreaker’s marketing strategies?

• How is this success measured? What variables are used to assess success?

• What are the company’s internal weaknesses and potential external threats?

• Provide recommendations for the company to overcome its weaknesses and threats