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商品編號： 9-806-006 出版日期： 2005/07/15 作者姓名： Heath, Dan;Lassiter, Joseph B. 商品類別： Marketing 商品規格： 16p 再版日期： 2006/07/17 地域： New Zealand 產業： Apparel industry 個案年度： 2003 - 2003
商品敘述：
Jeremy Moon, CEO of Icebreaker, merino wool, outdoor apparel manufacturer, believed the company could be a big hit in the United States, despite the presence of entrenched rivals. But Icebreaker clearly needed a new distribution approach. One option was to position Icebreaker as a brand selling fashionable sportswear. A second option was to mirror the strategy that had been effective in New Zealand--distributing through outdoor and snow sports retailers. A final option was to delay U.S. retail distribution and sell exclusively over the Internet, using direct-to-customer advertising. Case has color exhibits.
涵蓋領域：
Entrepreneurship;Consumer marketing;Product distribution;Competitive forces;Product development;Product launches;Brand management
相關資料：
Case Teaching Note, (5-807-038), 12p, by Joseph B. Lassiter
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