Billabong Marketing Plan
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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 years in the board sports industry, yet Billabong has a limited consumer in a limited area with the high competitors (Billabong n.d.). In order to survive with the limited consumer spending observed in 2008, Billabong must adopt a strategy that is not necessarily focused on cutting costs or monitoring pricing alone.
Also a brand “Billabong” should contain no internal differences and it should be consistent over time. Billabong consistency must be maintained through all channels, and communicate the same values, whether it be to shareholders, corporate affiliates, or at the retail or consumer level through service delivery.
This report is to analyze how current business environment and the acquisition impact on Billabong, as well as providing a realistic strategic planning in the future recommendation and evaluation. However, Billabong needs to have a good marketing plan and strategy to overcome their toughest opponents such as Quicksilver and Rip Crul. The study has divided into three main sections. The first section contains the information of Billabong marketing environment. The second section provides the marketing strategies. The third section applies the consumer evaluation and marketing mix.
SWOT Analysis
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 years in the board sports industry, yet Billabong has a limited consumer in a limited area with the high competitors (Billabong n.d.). In order to survive with the limited consumer spending observed in 2008, Billabong must adopt a strategy that is not necessarily focused on cutting costs or monitoring pricing alone.
Also a brand “Billabong” should contain no internal differences and it should be consistent over time. Billabong consistency must be maintained through all channels, and communicate the same values, whether it be to shareholders, corporate affiliates, or at the retail or consumer level through service delivery.
This report is to analyze how current business environment and the acquisition impact on Billabong, as well as providing a realistic strategic planning in the future recommendation and evaluation. However, Billabong needs to have a good marketing plan and strategy to overcome their toughest opponents such as Quicksilver and Rip Crul. The study has divided into three main sections. The first section contains the information of Billabong marketing environment. The second section provides the marketing strategies. The third section applies the consumer evaluation and marketing mix.
SWOT Analysis