Table of Contents
Table of Contents
2
Chapter 1: Company Profile – Billabong International Ltd
3
1.1 Overview of Billabong
3
1.2 Financial Analysis
3
Chapter 2: Identification and evaluation of Billabong’s global strategy
4 - 7
2.1 4 P’s
4 - 5
2.1.1 Product
4
2.1.2 Promotion
4
2.1.3 Price
5
2.1.4 Place
5
2.2 SWOT Analysis
6
2.3 Current Target Market
7
2.4 Reasons for Billabong’s international expansion
7
Chapter 3: Identification and evaluation of the external environment
8 – 11
3.1 Porters Five Forces
8 – 9
3.2.1 The competition
8
3.2.2 New Entrants
8
3.2.3 Suppliers Power
8
3.2.4 Consumer Power
9
3.2.5 Product Substitutes
9
3.2 Industry Analysis
9
3.3 PESTEL Analysis
10 – …show more content…

Surf brands – Average price comparison

(Source: EDITD, 2013)

2.1.4 Place
Billabong uses various methods to ensure that their product reaches the market place. With stores in more than 100 countries Billabong uses wholesalers to ensure that their products reach the retailers. Billabongs positioning also comes into effect with place as it must ensure that its product remains out of discount and department stores and remains only in specialty stores. Because of this Billabong has adopted an exclusive distribution network where the product is only available in specialty surf shops.

2.2 - SWOT Analysis
A business can implement a SWOT analysis to decide which marketing strategy to apply.

2.3 – Current Target Market
Billabong is a brand which offers various types of products designed to accommodate various lifestyles. Their extensive product ranges are for surfers, boarders, beach lovers, and the sensible fashion people. Even though it is difficult to identify comprehensive characteristics of this industry, the majority of consumers are males and females who are aged between 14 and 29. (Goldcoast, 2013)

According to Australian Business Solution (2011), there are an increasing number of casual dress codes at Australian workplaces and social gatherings which has led to a high demand for affordable and modern look at workplaces. Billabong’s new casual-line is aiming to meet such demand and targeting office workers.