Read the following case study and answer the assignment questions that follow.

Patagonia Sustainable, Ethical, and Environmental Business Practices Patagonia, founded in $1973$ by Yvon Chouinard, is a leader in sustainable, ethical, ande nvironmental business practices. Integrating these values into its marketing strategy, Patagonias ets a high standard in the industry.

The company donates $1\%$ of sales to environmental causes, totalling over $$140$m since $1985.$ Thec ompany has since launched the $"1\%$ for the Planet" initiative, uses recycled polyester and organic cotton, and its Worn Wear programme promotes buying used products and gear repair to reduce environmental impact. As a Fair Labor Association member, Patagonia ensures fair labour practices and transparency in its supply chain, providing detailed factory conditions and worker rights information.

Patagonias mission states, Were in business to save our home planet, which drives its marketing

strategy. The company connects emotionally with its audience through documentaries and short

films on environmental issues, shared on its website and social media. It also showcases

campaigns like Don't Buy This Jacket, which highlights the environmental impact of consumerism.

Patagonia engages its community via events, workshops, and environmental campaigns, fostering

loyalty among customers who share its values.

Social media is crucial for Patagonia, using Instagram, X $($Twitter$),$ and Facebook to share stories,

promote campaigns, and engage globally.

Scenario:

In an effort to combat the adverse effects of fast fashion, Patagonia plans to launch a new

clothing line designed to challenge the fast fashion industry. This initiative aims to highlight the

importance of sustainability, durability, and ethical production practices. The senior marketing

team at Patagonia will spearhead the promotion of this new line, leveraging their extensive

experience in mission$-$driven marketing. The campaign will focus on educating consumers about

the environmental and social impacts of fast fashion, promoting the value of investing in highquality,

long$-$lasting apparel. Social media will play a pivotal role in this campaign, with targeted

content aimed at raising awareness and engaging consumers through interactive storytelling,

user$-$generated content, and partnerships with influencers who share Patagonias commitment to

sustainability.

You are part of the senior marketing team of Patagonia. Write a report on the company addressing

the assignment questions.

QUESTION $1[30$ MARKS$]$

Perform a market analysis on Patagonia's sustainable, ethical, and environmental business

practices. Identify the various market segments in which Patagonia's new product line can be

positioned and give examples.

Advanced attempts made to analyze the market and to discuss the different segments. Extra research is evident and is clearly linked to the case study.

Level of evaluation meets or exceeds MBA level.