Essay on Billabong Analysis

2133 WordsJan 13, 20149 Pages
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 8 – 11 3.1 Porters Five Forces 8 – 9 3.2.1 The competition 8 3.2.2 New Entrants 8 3.2.3 Suppliers Power 8 3.2.4 Consumer Power 9 3.2.5 Product Substitutes 9 3.2 Industry Analysis 9 3.3 PESTEL Analysis 10 –…show more content…
By doing this, it has not only gained international markets, however it has also become a prestige and status symbol for its target market. The product and positioning of Billabongs products is the most important element in its marketing mix as it ensures the long term survival of the company and continued high sales. By meeting customer demand, positioning itself as a well-known and trusted brand with a vast amount of prestige it has ensured that sales remain high. 2.1.2 Promotion Billabong uses a strong promotion mix to highlight and reinforce its image and product. A combination of an interactive website, promotional magazines and flyers, personal in store selling and strong public relations through both sponsorship of sporting events and famous athlete using Billabong products have generated a strong brand images amongst its industry. Billabongs sponsorship of international sporting events and sporting stars also helps to promote their brand not only in Australia but also on the international market as well. 2.1.3 Price Billabong uses a competition-based pricing method in which it sets its prices at a similar level to those of its competitors to ensure that their customers will not wish to buy the cheaper products. However, Billabong is awkwardly positioned between Rip Curl and Quicksilver. Especially wetsuits

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