Preview

Billabong Marketing Plan

Good Essays
Open Document
Open Document
4342 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Billabong Marketing Plan
[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 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

You May Also Find These Documents Helpful

  • Powerful Essays

    JAP uses SWOT analysis as a tool for monitoring and evaluating the strengths, weaknesses, opportunities and threats imposing on the business. The results are used to assist in developing marketing techniques, and assessing new rides and attractions. Monitoring and evaluating is a strength in JAP’s marketing plan as it allows the businesses to assess the effectiveness of its marketing strategies and identify possible areas of improvement…

    • 2190 Words
    • 9 Pages
    Powerful Essays
  • Satisfactory Essays

    Marketing Plan

    • 4209 Words
    • 17 Pages

    Tasteful Catering & Barbequing is a new mobile catering business that was started in March of 2012. The company was started in Greenville, NC by four siblings Eric Nowell, Derrick Nowell, Letisha Nowell, and Antonio Nowell. The four started the business because of their passion to cook and a childhood dream of starting their own catering business. It began with the…

    • 4209 Words
    • 17 Pages
    Satisfactory Essays
  • Best Essays

    Marketing Mix

    • 1479 Words
    • 6 Pages

    Herald.com.au, “Unique business niche builds world-wide brand for braaap” [Online]. Available from: http://www.heraldsun.com.au/news/unique-business-niche-builds-world-wide-brand-for-braaap/story-fnjj6013-1226714266035 [07 September 3013]…

    • 1479 Words
    • 6 Pages
    Best Essays
  • Best Essays

    5910 Assignment 2010

    • 3612 Words
    • 15 Pages

    Billabong is a multi-brand Australian company that was established by Gordon and Rena in 1973 in Gold Coast. After decades of expansion and restructuration of capitalization, Billabong’s shares have publicly listed on the ASX.…

    • 3612 Words
    • 15 Pages
    Best Essays
  • Powerful Essays

    Iga Marketing Plan

    • 2522 Words
    • 11 Pages

    The purpose for this document is to describe, and provide a framework for an optimized marketing plan for IGA Australia entering into Chinese market in the period May 2010 to May 2013. The report offers a structure for developing, implementing and controlling IGA China marketing program for the international IGA brand, in order to achieve focal objectives as followed in this plan.…

    • 2522 Words
    • 11 Pages
    Powerful Essays
  • Good Essays

    Marketing Plan

    • 6064 Words
    • 25 Pages

    SWOTT – An analysis of the CuddleSmart finding its strengths, weaknesses, opportunities, threats and trends in the market.…

    • 6064 Words
    • 25 Pages
    Good Essays
  • Satisfactory Essays

    Billabong Case Study

    • 320 Words
    • 2 Pages

    Billabong International is a clothing company traded on the Australian Securities Exchange since 11 August 2000. Billabong was founded in 1973 by Gordon and Rena Merchant.…

    • 320 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    IntroductionBBQfun is company specialised in outdoor lifestyle supplies. The company is mainly implemented in Brisbane and its surroundings and aim at growing throughout the country. In order to achieve this goal, BBQfun has established a few marketing strategie. The goal of this report is to analyse these strategies and ultimately their efficiency.…

    • 803 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Marketing Plan

    • 439 Words
    • 2 Pages

    1. Do you agree with HubSpot that the ³rules of marketing´ have changed? If so, how? Isinbound marketing the answer? Why or why not?…

    • 439 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Closing case Billabong

    • 694 Words
    • 3 Pages

    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 in demand of Australian exports and sell-off of U.S. dollars the Australian dollar strengthened drastically and the U.S. dollar weakened destroying any competitive price advantage Billabong had. One cent movement in the U.S./Australian dollar exchange rate means a 0.6 percent change in profit for Billabong. 2009 Australian dollar gained its value, predicted 10 percent in profit decline for Billabong.…

    • 694 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Billabong Case Study

    • 10479 Words
    • 42 Pages

    The report will be analyzing the Billabong brand, specifically its surf wear in Australia, to…

    • 10479 Words
    • 42 Pages
    Powerful Essays
  • Good Essays

    Billabong Essay

    • 512 Words
    • 3 Pages

    Billabong last CEO was Launa Inman. And current CEO is Neil Fisk. Now it has retail stores and manufacturers in East Asia.…

    • 512 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    RipCurl has been operating in the surf industry in Australia since 1969. Over the years, the company has continually adapted and improved its operational strategies to meet the ever-changing demands of consumers and ensuring they are still “sticking to their grass roots”. Through a combination of a strong company visions and well-founded operational strategies, they have given themselves a sustainable competitive advantage against large-player competitors such as Mambo, Billabong, Rusty and Quicksilver.…

    • 726 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Marketing Plan Billabong

    • 7605 Words
    • 31 Pages

    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 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. Also a brand “Billabong” should contain no internal contradictions 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. 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 Quiksilver and Rip Curl.…

    • 7605 Words
    • 31 Pages
    Powerful Essays
  • Powerful Essays

    Billabong Analysis

    • 2142 Words
    • 9 Pages

    Billabong International Limited is an Australian based clothing company that established its business in 1980’s and expanded internationally through its franchises and acquisitions. The business is engaged in the marketing, distribution, wholesaling and retailing of apparel, eyewear, accessories, wetsuits and hard goods in the boardsports sector under the Billabong, Element, Von Zipper, Honolua Surf, Kustom, Palmers Surf, Xcel, Tigerlily, Sector 9 and RVCA brands (Billabongbiz, 2013). The company is headquartered in Queensland, Australia with 6,000 employees and they operate across many countries such as Australia, North America, Europe, Japan and the rest of the world. Billabong has emerged a number of sports and youth labels such as RVCA, and Surjection (Billabongbiz, 2013). They continue to expand their brand image by sponsoring promotional events and some of the athletes. The rival brands of Billabong are Quicksilver and Rip Curl as these companies are…

    • 2142 Words
    • 9 Pages
    Powerful Essays