Assignment: Icebreaker
Decision Focus: Jeremy Moon is pondering the pros and cons of staying focused on the US and Europe versus broadening his attack to China. Can he afford to and does he even need to take his focus off the US market? Has the time come for Icebreaker to enter the Chinese market?
Preparation Questions:
1. Should Icebreaker enter the China market in 2007? What are the "Whys" and "Why Nots" for entering China?
2. How urgent is it for Moon to make a China entry decision? What are the "minimum launch criteria" and the "minimum 5-year objectives" that Moon should have to enter China in 2007?
3. What makes Icebreaker "different" in the mind of the customer? Why do U.S. and European customers buy Icebreaker products? Why will customers in China? (Note: It might be helpful to assess who were Icebreaker's core customers in 2001, in 2006, and who they will be in 2011.)
4. What is the "the least" information Moon needs to make a decision? How can he get that information?
5. What has made Icebreaker successful in the past? What will make Icebreaker successful in the future?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Icebreaker.rar