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 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. In order to survive with the limited consumer spending observed in 2007, Billabong must adopt a strategy that is not necessarily focused on cutting costs and monitoring pricing. 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. The study has divided into four main sections. The first section contains the information of Billabong as the history of the industry, Marketing environment, product and consumer evaluation and competitor analysis. The second section provides the marketing objective. The third section applies the marketing strategies. Lastly, the major part of evaluation and monitoring is how to evaluate the problems and overcome the enormous amount of competitive pressure from competitors such as Quicksilver and Rip Curl.
This essay will describe the concept of Segmentation, Targeting and Positioning. You can find the marketing strategy for the brand Billabong and Quicksilver.
Table of contents
3.0 Brand equity
6.0 Information on consumption and Attitudes
7.0 Competitor analysis
8.0 Between... [continues]
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