International Marketing Billabong International Limited -Example

Question: Describe about the International Marketing for Billabong International Limited. Answer: Introduction Billabong International Limited is an Australian surf company, principally a clothing retailer that also manufactures backpacks, skateboards, watchers under various brand names. Originally founded in the year 1973 in the Gold Coast, Queensland, Australia the company primarily traded in the year 2000 on Australian Securities Exchange. The company has been quite prolific and influential in producing various products with significant brands like Element, Von Zipper, Xcel, and Sector 9 (Albaum, 2009). But the company has faced huge decline from late 2012 and it took about 2 years to use significant strategies to turnaround the profitability of the company. Currently the organization is planning to specifically expand and the target market is Italy. Evaluating the specific market opportunity for Billabong International Limited in Italy, significant factors hold the key to determine and analyze the major aspects. For attaining this, a specific market analysis is needed that would enable to understand the key aspects in a strategic way. Spot Signifiers: It is critically important to understand the marketplace Billabong International Limited is planning. Italy being one of the open markets in Europe has huge competition level when it comes to clothing and other products. Billabong needs to prolifically analyze and understand the pass trends and evaluate the basic reasons of the occurrence. This would provide a key evaluation and provide a prolific insight about the market spot signifiers and the major indicators of new trends. Read Widely: Planning to turnaround the deficits and downfall in the Australian market, Billabong has strategically analyzed major plans that has enabled the organization to get back on a stable position. Expanding globally and targeting the market of Italy provides wide opportunities to the organization (Cateora, 2013). The management has to take the full responsibility to acquire significant opportunities that would represent the ability to gather information. Gathering information based on trends, fashion, tastes and preferences can provide conceptual overview about the spot opportunity that the market provides. Analyzing these aspects can help the company to have an impact on the Italian Market. Customer Inquiries from Multiple Channels: With the prolific growth of wide media channels it has provided huge opportunity to multinational companies to gain market analysis and determine the market opportunity. It is quite obvious that most market opportunities will significantly come from the customers (Crane, 2008). Use of various sources like media channels, email addresses, phone numbers, surveys and social media involvement open up various opportunities which enables the organization about the market. Assessing the scenario of Billabong these aforementioned aspects would provide a detailed overview about market in Italy as well as the customer preferences. Situation Analysis Billabong International Limited has to prolifically evaluate the information based on the aspects of macro as well as micro environment. The macro and micro environment will significantly assess relevant opportunity to the organization to understand the market scenario of Italy which is the target market for expansion. PESTLE analysis is the most significant tool that would evaluate the information based on macro and micro environment relevant to this opportunity. Political: The political factor plays the most crucial role which includes the protection laws and environmental regulations. In Italy the taxation policies as well as the nations political situation is the most critical aspects that defines the market opportunity. Italy is the hotspot for foreign Investment and therefore Billabong being multi brand retail will get access to significant profits. Economic: Italy is the hotspot for foreign investment and as already discussed the GDP of the nation is growing at a significant rate along with the people disposable income increasing at a rapid rate (Czinkota Ronkainen, 2008). According to significant analysis the economy will boost in the upcoming years which is actually a good sign for the foreign retailers like Billabong to have their business expanded in Italy. Social: Analyzing the socio-cultural situation of Italy it can be easily claimed that it is quite favourable for retail marketing. The demographic situation of Italy is quite varied and youth has been dominating aspect in Italys population. The nation has highly skilled professionals with significant income to spend well. Italy is also a hub of cultural background and therefore Billabong will have prolific opportunity in diversifying its products (Dutton, 2008). Technological: Italy being a part of the European Union, it has significantly developed to be a technology driven nation. The internet applications and telecommunications industry has increased in the country that would help Billabong to develop its e-commerce channels. Legal: Italy being a developed country, the government takes full responsibility to ascertain the legal rights and regulatory frameworks. The government has prolifically outlined significant frameworks in terms of business operations and foreign business investment (Loth, 2014). It is quite important for Billabong to significantly follow the framework for a better business structure in the new market. Environmental: Italy has been quite influential in terms of assessing environmental frameworks. The government of Italy has taken full initiative for maintaining ecological balance. The regulatory frameworks of environment protection framed by the government are mandatory and needs to be followed effectively. The Go Green initiative taken by the government must be prolifically followed to ascertain the regulative frameworks by the organizations in the retail trade. Business Environment The Recognition off actors about environments is most regularly done by theorizing. However, each environmental component are not for everyone and more people are included, especially in this hidden theorizing. So, more accurate environmental profile are created. Besides, numerous standard structures exist to help in recognizing the business environment. The environmental variables are as frequently utilized. The former one is PESTEL or PEST Analysis which contains political, technological, social, legal, environmental and economic factors. Moreover, SWOT examination is used (Mayrhofer, 2012). This is a structure which is concerned with the opportunities, weaknesses, threat and strengths of an organization and impacts the organization from both externally and internally. Market Analysis The organizations succeed by supplying services and products that encounter the current most-pressing requirements of the customers. Apparently, a business person can accumulate information about customer requirements via coordinating customer plans and requesting up and coming customers what highlights from things or organizations are most vital to them. In addition, the association must have the ability to pass on its things and organizations at the strange condition of worth the customer envisions. The requirement of business division transforms into an opportunity for the business visionary if the organization can make and offer a transcendent response for the need (Piercy, 2014). Moreover, a business visionary should incessantly shelter the business area to recognize when these necessities change and modify the services and products contributing to be a predominant fit with these transformed needs. Competitive Analysis The competitive analysis allows the key coordinators to make structures for spotting unnerved or underserved gaps in the business areas. However, a contender map is a key masterminding device that lays out adversaries to the extent their stand-out organization models. As a result, they perceives where they fit on a network with extremes going from high cost to low esteem, high gauge to low quality and high customization to low customization ("Technology-Driven Online Marketing Performance Measurement:", 2014). An association can manufacture products by beating the competitors, if they know the strategic plans of the opponents regarding manufacture of products. In these exceptionally engaged services, associations can get a massive good position by acknowledging what their oppositions are making or upgrading for future release of products. Organizational Analysis Key portions of doing a definitive examination fuse evaluating external components that can impact the affiliation's execution and likewise purposely looking over the affiliation's own particular resources and potential. Evaluating definitive qualities as a general rule incorporates studying current organization, resources, and work and showcasing targets. Besides, an affiliation's qualities are inside characteristics that can give it inclination over contenders. Moreover, an affiliation's deficiencies are another instance of inside qualities that can impact its operations and level of execution. SWOT Analysis The SWOT analysis is prolifically used as a basic too that analyzes the internal strengths of Billabong International. The evaluation of these aspects significantly assesses the situational analysis that is mentioned above. Strengths: One of the biggest strength of Billabong is the financial backup the organization possesses. The competitors of Billabong are quite strong in financial stability which makes the entire competition level depend on the retailing strength which is based on price leadership. Another quite important aspect which acts as strength of the retail company is products these companies like Billabong offers (Terpstra, 2008). Weakness: Evaluating the significant weakness for retailers like Billabong are the old equipment and plants. Moreover even a narrow product line also acts as a weakness in the retailing business. Unwariness among target consumers is also a significant weakness of the brand as well as the retailing company. Opportunities: In retailing industry opportunities are the most positive aspects to a company. The significant growth in population in major countries can significantly help the organization in expanding globally (Mayrhofer, 2012). Billabong is one of the major example in the retail industry where the organization is expanding on a global basis to have a significant hold on international marketing. Threats: Controlling an economy is such an aspect that hardly can be controlled by anyone. Economic condition tends to change at point of time which acts as a major threat to retailers like Billabong. Another threat in this industry is the cut throat competition. The change in the external environment and culture, habits of the consumers can also become a major threat for retailing. References Dominici, G. (2009). From Marketing Mix to e-Marketing Mix: a literature overview and classification.IJBM, 4(9). Morgan, N., Pritchard, A. and Pride, R. (2004).Destination branding. Oxford [England]: Elsevier Butterworth-Heinemann. Moscardo, G. and Murphy, L. (2016). 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