Billabong Company Updated

Topics: Marketing, Brand management, Brand Pages: 12 (3150 words) Published: April 21, 2015


MKT60006- STRATEGIC AND ENTREPRENEURIAL MARKETING

ASSIGNMENT 2 (GROUP)-Applying Marketing Knowledge

LECTURE: DAVID TOLEMAN
SWINBURNE UNIVERSITY

STUDENTS:

100021247 VIJAYANAND RAMALINGAM

Cover sheet for submission of
work for assessment

UNIT DETAILS
Unit name
Marketing
Class day/time

Office use only
Unit code
MKT60006
Assignment no.
2
Due date
9th November

Name of lecturer/teacher
Mr David Toleman

Tutor/marker’s name

Faculty or school date stamp
STUDENT(S)
Family Name(s)
Given Name(s)
Student ID Number(s)
(1)
Ramalingam
Vijay anand
100021247
(2)

(3)

(4)

(5)

(6)

DECLARATION AND STATEMENT OF AUTHORSHIP
1. I/we have not impersonated, or allowed myself/ourselves to be impersonated by any person for the purposes of this assessment. 2. This assessment is my/our original work and no part of it has been copied from any other source except where due acknowledgement is made. 3. No part of this assessment has been written for me/us by any other person except where such collaboration has been authorised by the lecturer/teacher concerned. 4. I/we have not previously submitted this work for this or any other course/unit. 5. I/we give permission for my/our assessment response to be reproduced, communicated, compared and archived for plagiarism detection, benchmarking or educational purposes. I/we understand that:

6. Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to exclusion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited. Student signature/s

I/we declare that I/we have read and understood the declaration and statement of authorship. (1)
R.vijayanand
(4)

(2)

(5)

(3)

(6)

Table of contents

Marketing Analysis for Billabong

Pages

Executive Summary 4

Background 5
Marketing Problems 5
Product strategy
Distribution strategy Pricing strategy

SWOT Analysis 6

Strengths
Weakness
Opportunities
Threats
Summary 7

Marketing Segmentation8

Geographical
Demography
Psychographic9
Segmentation influence 11

References 12

Executive summary

This report is commissioned to examine the current marketing problems faced by the Billabong Company and to do a market analysis on their SWOT and in market segmentation to found out the reason for their downfall and to recommend the solutions needed for the appraisal of the company.

The research draws attention to the fact that in 1973 Billabong started off their journey by producing board shorts with the aim of targeting the surfing population. Their durability in products attracted the surfing industry, which led them to a great success. In late 2000 the company went public and started their establishment by buying more acquisitions, introducing many products like apparels and accessories for all age group irrespective of gender and also by opening retail stores through out Australia and to many coastal line countries. As the company expand further the company started focusing other group of population rather than target...

References: 1. Reference for Business Company 2014 http://www.referenceforbusiness.com/history2/89/Billabong-International-Ltd.html viewed 8th November.
2. Katie Smith 2013, “retail focus: where did billabong go wrong” EDITD’s blog, April 2013, viewed 8th November, http://editd.com/blog/2013/04/retail-focus-billabong/
3. Philip Kotler and Kevin Lane Keller 2006, 'What is geographic segmentation '. Marketing Management. Prentice Hall, viewed 8th November.
4. Reid, Robert D.; Bojanic, David C. (2009). Hospitality Marketing Management (5 ed.). John Wiley and Sons. p. 139. Retrieved 2013-06-08. "[...] Market segmentation can be based on the benefits that consumers are seeking when they purchase a product viewed 8th November.
5. Billabong international ltd. 2012 Http%3A%2F%2Fphx.corporate- ir.net%2FExternal.File% viewed 8th November.
6. Australian statistics 2011 and 2013 http://www.abs.gov.au viewed 8th November
7. Australian surfing statistics 2010 http://www.surfingaustralia.com/statistics.php viewed 8th November.
8. Adrienne Justine 2014 http://www.slideshare.net/adriennejustine/repositioning-billabong? Related=1 viewed 8th November.
9. Jaffe Xie 2014 https://prezi.com/otohp7uqkwxm/copy-of-billabong/ viewed 8th November.
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