MKT60006- STRATEGIC AND ENTREPRENEURIAL MARKETING
ASSIGNMENT 2 (GROUP)-Applying Marketing Knowledge
LECTURE: DAVID TOLEMAN
100021247 VIJAYANAND RAMALINGAM
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Table of contents
Marketing Analysis for Billabong
Distribution strategy Pricing strategy
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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