Billabong Essay

Billabong is Australia's largest surfware manufacturer which generates a revenue of $680 million. In 2000 Billabong was listen among Australia 200 largest companies. Billabong started to expand in 1983 in order to gain international market and creating a global identity. In year 1985 and 1987 it expanded its business in NewZeland and France respectively.
Billabong last CEO was Launa Inman. And current CEO is Neil Fisk.
Now it has retail stores and manufacturers in East Asia.
Billabong also sells its product under different brand names like Element (Skate Ware), Von Zipper (sun glasses) and Honolulu Surf Company.
This apparel brand design products for surfing, skateboarding, wakeboarding and snowboarding, it mainly targets the teenagers and youngsters.
But recently this value is falling drastically. Where this brand value from 385 to 166 million.
The recent market analysis shows the downgrade in the profit of this company. This company is one of the powerful brand of Australia available in 100 countries with more than 10,000 outlets. Billabong maintains a monopoly at retail level, it is not a integrated operation that sells only through its own stores and its centrally controlled over inventories and stocks. Billabong have 300 stores overseas but they sells to other competitor which account to only 20% of the total revenue. And rest of the revenue directly comes through the clothing lines of other retailers.
Billabong have many big competitors like Hurley, Quicksilver and Rip Curl. Hurley was US based company which was earlier was supporting company of Billabong itself which got separated on 1982. Later in 2002 this company was got sold to NIKE. Quicksilver is another Australian competitor of Billabong which promotes and supports the extreme sports and surfing. Rip Curl is another competitor of Billabong which mainly exports its