Billabong Analysis
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 – 11
3.3.1 Political factors
10
3.3.2 Economical factors
10
3.3.3 Social factors
10 – 11
3.3.4 Technological factors
11
3.3.5 Environmental factors
11
3.3.6 Legal factor
11
References
12
1. Company Profile - Billabong International Ltd
1.1 - Overview of Billabong
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
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 – 11
3.3.1 Political factors
10
3.3.2 Economical factors
10
3.3.3 Social factors
10 – 11
3.3.4 Technological factors
11
3.3.5 Environmental factors
11
3.3.6 Legal factor
11
References
12
1. Company Profile - Billabong International Ltd
1.1 - Overview of Billabong
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
References: Billabongbiz, 2013, ‘Corporate Overview’, Available at http://www.billabongbiz.com/phoen ix.zhtml?c=154279&p=irol-homeprofile [Accessed on 8th November, 2013] Google Finance, 2013, ‘Billabong International Limited’, Available at http://www.google. com/finance?cid=675285 [Accessed on 10th November, 2013] EDITED, 2013, ‘Retail Focus: Where did Billabong go wrong?’, Available at http://editd.com /blog/2013/04/retail-focus-billabong/ [Accessed on 9th November, 2013] Goldcoast, 2013, ‘Back to basics for Billabong chief’, Available at http://www.goldcoast.com ember, 2013] Urban Market Research (UMR) survey, 2013, Available at http://www.marketingmag.com.au /tags/billabong/#.UoIhmfnh22o [Accessed on 10th November, 2013] Weller, S., (2007), ‘Power and scale: the shifting geography of industrial relations law in Australia’, Centre for Employment and Labour Relations Law, University of Melbourne