[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
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Summary 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 the
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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
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Billabong was founded in the Gold Coast‚ Queensland‚ Australia in 1973 by Gordon Merchant. At first‚ he designed and created the board shorts at his home and then sold them to local surf shops. Surfers soon realized the durability of Merchant’s board shorts that was the result of his triple-stitching technique. Merchant understood that his company needed to expand to achieve success‚ so Billabong started to sponsor contests—these contests increased the public’s awareness of Merchant’s products and
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Billabong’s Recent Nose Dive Billabong is a popular Australian company whose business includes surf‚ skate‚ snow‚ sports apparel‚ accessories‚ and hardware. The company started in 1973 in Gold Coast‚ Queensland‚ Australia and through their four decades of business they have established brands such as Element‚ Von Zipper‚ Honolua Surf Company‚ Kustom‚ Palmers Surf‚ Xcel‚ Tigerlily‚ Sector 9‚ DaKine‚ and RVCA brand names. In 2008‚ the company witnessed peaking numbers with profits of $158 million
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FIRM As per the judicial obligation‚ Billabong International Limited appointed Pricewaterhouse Coopers as their audit firm. PWC is a London based multinational company known for its Professional Services. As an audit firm for Billabong‚ Pricewaterhouse reviews the company’s accounting statements and determines the company’s financial position. The lead auditor for Billabong is Steven Bosiljevac. Steven Bosiljevac is a partner at Pricewaterhouse Coopers. (Billabong Financial Report‚ 2013: 43)
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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
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Billabong 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 = supplying
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Mohammed Sahid IBU 221/ 001 Date: 10/16/14 CLOSING CASE BILLABONG Billabong is an Australian company. They make surf wear‚ from wet suites and board shorts to T-shirts and watches. 80% of Billabong sales are from outside of Australia. 50% of which are from the United States. Billabong is reliant on a strong U.S. dollar against the Australian dollar. Billabong relied on the fact that the rapidly weakening Australian dollar in 2008-2009 and waited for profits to skyrocket. Due to the increase
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faced by Billabong’s management. Billabong is currently facing a number of difficulties that are both internal and external. One of the biggest problems currently faced by Billabong management is the lack of support from institutional shareholders. 2. Describe the factors that have led to Billabong’s current success/decline. One of the main factors is 3. Explain why changes were made to Billabong’s management structure Changes were made to the billabong management structure because of
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