Marketing Plan Billabong

Executive Summary

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.

Table of contents

Situation Analysis 1

1.0 History 1

2.0 Marketing Environment 1

2.1 Micro-environment 1

2.1.1 Suppliers 1

2.1.2 Media publics 2

2.2 Macro-environment 3

2.2.1 Social-Demographic 3

2.2.2 Economics 3

2.2.3 Technological 3

3.0 Product Evaluation 4

3.1 Product 4

3.2 Consumer goods 5

3.3 Product lifecycle 6

3.4 Brand equity 6

3.5 Distribution widespread 7

3.6 Services 7

3.7 Problems of consumer 8

3.8 SWOT 9

4.0 Consumer Evaluation 9

4.1 Demographic 9

4.2 Psychographic 10

4.3 Behaviour characteristics 10

4.4 Analysis of present customer’s behaviour 11

4.4.1 Type of purchase decision 11

4.4.2 Information on consumption 11

4.4.3 Attitudes 11

5.0 Competitor analysis: 12

5.1 Billabong and Quiksilver 12

5.1.1 Weaknesses 12

5.1.2 Strength 13

5.1.3 Future competition 14

6.0 Marketing Objectives 14

Marketing Strategy 15

7.0 Target Market 15

8.0 Product Strategies 16

9.0 Pricing Strategies 18

9.1 Factors affecting price 18

9.1.1 Internal factors 18

9.1.2 External factors 19

9.2 Price Adjustments 20

10.0 Distribution Strategies 20

11.0 Promotion strategies 23

11.1 Advertising 23

11.2 Personal selling 24

11.3 Public relations 24

12.0 Evaluation, Monitoring and Control 25

13.0 Reference list 26

Situation Analysis

1.0 History

Billabong