Stakeholders in the Icelandic horse community developed a strategic marketing plan to increase the awareness, and strengthen the image of the Icelandic horse in international markets. The objective is to make more people aware of the good qualities of the Icelandic horse, all over the world. The focus will not only be on the horse itself, but also on services, and horse related products, with the aim to enlarge the Icelandic horse community and to have more profitable businesses in this industry.