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商品編號： UV8427 出版日期： 2021/10/14 作者姓名： Wilcox, Ronald T;Yemen, Gerry 商品類別： Marketing 商品規格： 20p 再版日期： 地域： Iceland 產業： 個案年度： -
商品敘述：
This field-based case uses the 66 North Company, an iconic Icelandic designer and manufacturer of premium outerwear, to unfold circumstances that allow for an analysis of the firm''s value proposition, competitive position, and growth opportunities. The 66 North brand image was believed to be an important contributor to its success over the years. Outside Nordic countries, 66 North had grown since 2013, especially following its shift to develop direct-to-consumer channels, but still remained a small niche brand relative to several more widely recognized competitors. While in Iceland it was standard household gear, its market penetration in large global markets such as the United States remained low. This leaves the case open to exploring the uncertainty over the achievable and costly attempt to gain greater visibility in the US market. What was the brand positioning internationally? And what was the go-to market?
涵蓋領域：
Branding;Decision making;Customer strategy
相關資料：
Case Teaching Note, (UV8428), 6p, by Ronald T Wilcox, Gerry Yemen
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