This website uses cookies to ensure you have the best experience. Learn more

Marketing Plan For Bilabong Essay

3742 words - 15 pages

Situation AnalysisMarket:The watch market is a highly established industry. Watches are positioned by style in the various niche markets: causal, sporty, formal, semi-formal and jewelry (Faleiro). The importance of watches as style and fashion has led to the brand of watches being an important attribute of the watch (Faleiro). Many watch companies capitalize on most of all the different niche markets. For example, the Swatch Group which is a major player in all market segments with gross sales in 2002 at 4 billion Swiss francs (swatchgroup.com) They have 14 different watch brands that each position themselves on different fashion and price segments of the market (www.swatch.com). However, Swatch Group has seen a decrease in profits in 2003, reflecting the slowing of growth in mature watch markets (Xinhua). Furthermore, most watches sold in Australia are imported and imports from Swiss watch makers have declined in Australia by 11.4% in recent years (www.fhs.ch).Company:However, Australian surf companies who produce sporty and casual watches such as Billabong and Ripcurl have seen tremendous growth. The surf industry is a $10 billion industry (Kotdin). Billabong which is Australia's leading surf wear company saw a 9% increase in sales in Australia totaling near $170 million in 2003. Moreover, Billabong operates globally with 30,000 stores selling Billabong products.SALES 2003 (millions)Australia 169.1Americas 302.8Europe 151.0Billabong's world market saw an even greater growth of 24% in sales (www.billabongcorporate.com). Their products include women and men's clothing, swimwear, bags and backpacks, hats and toboggans, gloves and boots, wetsuits, surf and body board covers, belts and not to forget, watches.They continue to expand their brand image with promotional events. They sponsor surfing and snowboarding events worldwide and also sponsor some of the athletes. Billabong has also created the film "Blue Crush" which features a female pro surfer to attract the female segment of the market.Consumer:Billabong is perceived as youthful, cool, fun, and trendy beach wear apparel to customers and markets to all active people but their main market segment is the 15-30 year olds (Driscoll 2004). Their image is associated the traditional Australian image of the beach lifestyle. According to an article in The Age, "cool consumerism" is dominating the market. People want to lead a cool lifestyle and Billabong is seen as providing it (Gettler). Although surfing was the central image of the company it has expanded its image to snowboarding and now focuses on an extreme sports image (www.billabongcorporate.com). The fashion of Australia is still based around the surfing industry and they have grown up with the brand and identify with it (the Bulletin). Brand identity can strengthen a company and the Billabong brand has become known around the world to the active youth and their strong brand identity is one of the most important attributes...

Find Another Essay On Marketing Plan for Bilabong

Marketing Plan for Gelato Essay

6705 words - 27 pages . Success in business requires good planning and a marketing plan is a holistic business tool that defines the product, income objectives, and specific operating procedures necessary to achieve the goal of profitability.Time period: 12 monthsMeasurable objective:Our marketing plan seeks to generate a significant increase in company sales, units sales and market shares.Retained earningsThe first mission is trying to achieve positive after tax

Marketing plan for Amazon.com Essay

1546 words - 6 pages ReviewAmazon.com is a company which focuses mainly on excellent customer services. Amazons site offers the ability to display a wide range of products in an easy to use and navigate site. Amazon have built a strong customer community database of millions thanks to its excellent customer care and its efficiency. Amazon have created one of the most popular e-retailing websites available.Reference listAmazon.com marketing plan (26th June 2005) http

Marketing plan for amazon.com

4389 words - 18 pages , there are certain aspects of conducting business over the web that creates difficulties and the need of marketing planning.This marketing plan consists of environmental scan, customer behavioural patterns, current segment market, marketing strategies and recommendations in strategies.2) IntroductionAmazon.com is the largest online retailer. The company opened its virtual doors in July 1995 by Jeff Bezos in Seattle. Since then it has enjoyed rapid

Strategic Marketing Plan for Amason.com

3928 words - 16 pages Strategic Marketing Plan for Amason.comStudent Name:Student ID:Facilitator:Date:Executive summaryBecause of the fast changing business environment, firms have to formulate or adjust or readjust their strategies to respond to the changing environment in order to obtain sustainable competitive advantage. Strategic marketing plan focuses on adapting the firm to a changing environment more effectively against its competitors. Hence this paper aims

Marketing Plan for Riverside Pizza

9248 words - 37 pages PAGE Riverside Marketing Group2012-2013 marketing plan for riverside pizzaTable of ContentsExecutive SummaryCurrent Marketing SituationMarket DescriptionProduct ReviewCompetitive ReviewChannels and Logistics ReviewStrengths, Weaknesses, Opportunities, and Threat AnalysisStrengthsWeaknessesOpportunitiesThreatsObjectives and IssuesFirst-year ObjectivesSecond-year ObjectivesIssuesMarketing StrategyPositioningProduct StrategyPricing

Marketing Plan for Wal-Mart

6596 words - 26 pages or frequent users.Promotion schedules or plans do not ensure that a product or service will be a success, but without them, they will not have a chance to begin with.Advertising PlanThe advertising plan for any company consists of much needed prep work to ensure the success of the new or old product. A marketing goal, advertising strategy, an evaluation of the advertisement, and a budget are needed to produce a productive advertising plan

MKT421 Marketing Plan for Amazon

1798 words - 7 pages activities in which companies must constantly engage. It is not discretionary"(Trout, 2001). Differentiation is the Marketing Plan ability to separate yourself and your product or service from that of your competitor's product. The features of differentiation offered in the Kindle include the always-on, high-speed wireless. There is also a publishing platform available for any content provider offering something for sale. Booklovers may appreciate the

Marketing Plan for Insurance Company

4565 words - 18 pages 113.7.2 PRICING 113.7.3 PROMOTION 114.0 MARKETING BUDGET 114.1 LINKING SALES AND EXPENSES TO STRATEGY 125.0 CONTROLS 125.1 IMPLEMENTATION MILESTONES 125.2 MARKETING ORGANIZATION 126.0 SOURCES 136.1 BIBLIOGRAPHY 136.2 REFERENCES 136.3 WEBSITES 131.0 Executive SummaryGapSure is a full travel insurance service and sells standard travel insurance services and special insurance for adventure travelling, including airfare and travel packages. Additional

marketing plan for Volkswagen bettle

3805 words - 15 pages Marketing Plan for Volkswagen Beetle1.0 Executive SummaryObjectivesVolkswagen is a subsidiary of Volkswagen group, a German automobile manufacturer and the second largest vehicle manufacturer in the world (International Organization of Motor Vehicle Manufacturers, 2010). The word Volkswagen means 'People's Car' in German. The tagline of the company reads as Das Auto meaning 'The Car'.The objective of this marketing plan is to identify the

Marketing Plan For Online Company

3876 words - 16 pages to industry benchmarks.The focus of the next upcoming years is to not only streamline these defined processes but also grow the business. It is envisaged, that by implementing the changes defined in this plan, the business can grow by 20% in the next 3 financial years. This increase is in keeping with industry predictions and will secure the future of the OD team.Current Marketing SituationThe Market SituationThe internet and technological

Marketing plan for malaysian airlines

2964 words - 12 pages HIGHER NATIONAL DIPLOMA IN COMPUTING AND BUSINESS APPLICATIONMARKETING PLAN FOR MALAYSIAN AIRLINE SYSTEM BERHADPrepared For : Datuk Mohamed Nor YusofPrepared By : Amit Sharma and Prashant ThukurReport Date : 15th Dec 2003CONTENTS1.Executive Summary2.Introduction3.Situational analysis4.Objective*Short Term ( 1 year)*Long Term ( 3 year)5.Strategy6.Tactics7.Action Plan8.Controls9.Contribution of eMarketing1.0 Executive summaryIn Malaysian airlines

Similar Essays

Marketing Plan For Cellphone Essay

5171 words - 21 pages companies in New Zealand, including Telecom and Vodafone. As the services they provide are the same, how to provide better service in order to attract more customers has become an issue for the cell phone companies. In this paper, the author will analyze the current situation of cell phone industry in attempt to draw up a marketing plan for a new cell phone service company.ObjectiveOur short-term goal is to maximum our market share through the mobile

Marketing Plan For Ipt Essay

1028 words - 4 pages customers to know that we will continue to provide customer service long after their purchase. We are committed to obtaining their trust and loyalty.In our Marketing Plan we will discuss important tasks such as situation analysis, key marketing objectives, strategic initiatives, tactical plans, and a summary on obstacles we will face and how we will measure our results. We believe that following this plan will prove to be successful and

Marketing Plan For Panne.Inc Essay

3170 words - 13 pages I. Executive Summary This business plan provides an overview for the introduction of Panne Inc. It has also been prepared to obtain initial capital of approximately $800,00 to finance the company's initial start up and operation expenses.Prior to establishing a product line, Panne Inc.'s management evaluated the market opportunity for beaded handbags. The management team found that in the year 2000, beaded handbags were one of the top selling

Marketing Plan For Amazon Essay

10327 words - 41 pages Proposed Marketing Plan for Amazon.comEXECUTIVE SUMMARY Amazon.com has experienced exceptional growth since the company's inception in early 1994. The company has grown to a massive online superstore with recent sales of $1.64 billion in 1999, an increase of 270% from the previous year's sales. The stellar grow of the company's sales can be attributed to a very strong product situation. Amazon.com's initial target market, online book consumers