Billabong Marketing Plan Essay - 4343 Words

[pic] Billabong International Ltd. Company Marketing plan By (James) Company History Billabong is a holding company for an Australian brand of surf wear and extreme sports apparel. The company was established by Gordon and Rena Merchant in Burleigh Heads on the Gold Coast, Queensland in 1973 and expanded overseas into Japan, the USA and Europe through licensing agreements with third parties. Billabong sources its products from manufacturers before attaching their specific logos and designs and then distributing the products to its own stores and other retail outlets (Jacksurfboard 2006). Executive Summary Billabong has been recognized in Australian and most in European countries for more than 10†¦show more content†¦Also, around 70% of customers get less than 20000 dollars income each year, so they can afford to pay the products from Billabong (Billabong 2007). The Sydney market is divided into five key competitive geographic areas North, East, Inner City, South and West. Target market is a group of customers with similar characteristics who may in the future to purchase the product. For the Generation Y age group, it’s very important that the products must keep up with always changing youth fashion trends. Because of there are both males and females between age of 12-20 who are looking for something new and unique. The demand in new area of products is high because of the young people need something special in their lifestyle. They prefer individualism and independence (Joey 2004). Therefore this is the reason why Billabong, should acquired an Australian swimwear and apparel brand, call â€Å"Tigerlily†, to strengthened the brand portfolio of Billabong in the girls apparel new market segmentation in December 2007 (My small business 2007). The demographic environmental factor that will continue to affect the Billabong Company is Australia’s ageing population. By the end of 2003, the trend of total Australia’s population was growth by six per cent (My small business 2007). Moreover, nearly thirty per cent of population is located in 25 to 44 years old. One implication is that the majority of people in this age group are working population, whichShow MoreRelatedMarketing Plan Billabong7614 Words   |  31 PagesSummary In the world there are 194 countries and Billabong has sold their product over 100 countries, the major regions are the North America, Australasia and Europe. There are several smaller regions that are selling products of Billabong, such as Australia, New Zealand, Singapore and more (Billabong n.d.). Billabong has been recognised in Australian and most in European countries for more than 10 years in the boardsports industry, yet Billabong has a limited consumer in a limited area with theRead MoreThe Australian Textile, Clothing And Footwear Essay1546 Words   |  7 Pagesframework and in particular its pertinence to Billabong International, one of the industry’s largest companies. An overview of the TCF industry and Billabongs role within it, will need to be given, to explain the context in which the transport function operates. Secondly, it is important to identify the optimal transport modes and clarify reasoning behind those choices with comparison to industry best practic e. Importantly, technological advantages in Billabongs transport partners and the benefits to itsRead MoreBillabong Case Study3896 Words   |  16 PagesBillabong Case Study Managing Change HISTORY ↠ Australia’s largest surfwear manufacturer, annual sales = $680 million (2003/04) ↠ Core business = marketing, distribution and retail of clothing, accessories and eyewear ↠ Sells products under other brand names including: †¢ Element (Skate wear) †¢ Von Zipper (sunglasses) †¢ Honolua Surf Company ↠ Founded in 1973 – by Gordan and Rita Merchant ↠ Reputation = supplyingRead MoreConsumer Behaviour - Product Line Extension (Billabong)4286 Words   |  18 PagesProduct: Billabong International Product Class: Surf Brand Description: Created by two avid surfers, Billabong is a brand designed by surfers, for surfers. In 1973, Billabong offered little more than a small range of surf wear: mainly surfboards and board shorts. But today, Billabong is a brand that encompasses the Australian surf culture by offering products that cater not only for the surfer inside many of us, but for fashion and lifestyle needs. 1.2 CURRENT TARGET MARKET Billabong is a brandRead MoreEssay on Billabong Analysis2133 Words   |  9 Pagesï » ¿ 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 theRead MoreTerminal Channel Marketing By Billabong ( Barrie 2015 ) Essay2067 Words   |  9 PagesAllen Consulting Group 2010, p.5). The shipments are deconsolidated and packed into LTL or FTL for delivery direct to outlets; or multiple outlets along a route using trucks (APL Logistics 2016b). Additionally, the introduction of omni-channel marketing by Billabong (Barrie 2015) has necessitated frequent and small parcel delivery in a timely fashion. This function is handled by Star Track Express, who employ a combination of air freight and light truck as modal choices (Star Track Express 2012). AirRead MoreBillabong Swot Analysis 20122317 Words   |  10 PagesCOMPANY PROFILE Billabong International Ltd. REFERENCE CODE: 41BBAC6B-451C-40A8-BD4C-8862EB1A77EA PUBLICATION DATE: 6 Apr 2012 www.marketline.com COPYRIGHT MARKETLINE. THIS CONTENT IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED OR DISTRIBUTED. Billabong International Ltd. TABLE OF CONTENTS TABLE OF CONTENTS Company Overview..............................................................................................3 Key Facts..................................................Read MoreBillabong Case Study10465 Words   |  42 PagesIntroduction Billabong International Limited (BBG) produces surf wear, sports apparel and accessories for the surf, skate and snowboard markets (Macquarie, 2012). The firm recorded an 18.4% decrease in net profit to A$119.1 million in 2011 (Billabong Shareholder Review 2010/2011). After intense acquisition efforts, which saw Billabong buying over 11 brands (Appendix A), the company was forced to undergo a major restructuring, closing 150 stores and cutting 400 jobs worldwideRead MoreBusiness1936 Words   |  8 Pagesto devise the optimal marketing strategy to cope with these conditions. This topic explores the features of the external environment that impact upon marketing decisions. Macro environment is the external and uncontrollable factors that influence a companys or products development. Billabong must know the value of each of the macro environment factors; such as, economic, demographics, and lifestyle, technology and natural forces. Before companies, or in our case Billabong, produce new productsRead MoreMarketing Case Study on Nixon6117 Words   |  25 Pagesskate and snowboard team all have input into the watch  designs which the company so loving crafts. The design team then take this and draw influence from the world of sport, music and art and create some very cool watches. PART 2: Marketing Environmental Analysis 1. Macro-environmental Analysis Technological In terms of watches, with improvements in technology the usage of clocks on numerous devices makes it loose its practicality. The main examples that people turn to today