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Billabong International - Case Study Example

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Billabong International is the largest surfwear and snowboard retailer. Even though in the first half of 2008, growth was less than expected, investors are confident that billabong International remains a good investment and shares of Billabong International went up by five percent…
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Billabong International
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Download file to see previous pages The past few years have seen an increase in the E retailing business. With E Bay and Amazon recording remarkable success, this decades business portals like Ali Baba and EC21 of Korea or 163.com of China have come up from different regions of the world. The trend of this era is to have e-commerce enabled business for success. Due to this any businesses have started including their own business portals ad web pages on their website include e commerce pages to capitalize on the traffic visiting their website.
Considering the marketing strategies of billabong International, I would suggest that there is only one customer requirement that has been overlooked and that is the e availability. Billabong international has a web presence but I would suggest that it requires exclusive web pages that showcase their product lines along with prices and discount schemes if any. Such a web portal would not only serve the needs of the Australian and New Zealand based web surfers surfing online for surf boards and other sports products but would also serve the purpose of drawing attention from other parts of the world like developing countries with high growth rates including Pakistan and India, two up coming markets where our competitors Nike and Adidas are very strong in the apparel sector. Presence in the surf board sector is limited and surf boards are available only at limited outlets. This is mainly due to the fact that surfing is not a very popular sport in these two countries. However, these are untapped markets where by promoting this sport, Billabong will be expanding its geographical markets as well.

Considering the above, we propose that Billabong International should launch:
1. Their E Business Portal, a website or WebPages on its existing websites that are geared towards generating internet sales i.e. E Retailing.
2. Our second proposition is that Billabong should launch an International Exhibition, in Australia, to display its surfing and other products and invite industry professionals and the consumers purchasing its products from data collected from outlets. These are likely to purchase goods from the exhibition.

Purpose: The objective of this research is to determine how successful an E Portal would be and what value would it add to Billabong International. What factors may lead to website failure What impacts might that have on the brand name How and what information needs to be collected to ensure that the E Commerce enabled website would be successful. This report seeks to answer all of these questions through primary and secondary research.

SECONDARY RESEARCH
Secondary research was carried out to find out the size of the market, the target market requirements and the change in shopping trends over a period of years.
a.Size of the Market
Forrester research states that the amount of ecommerce activities worldwide reached US $ 6.8 trillion in the year 2004 as compared to just US $ 43 Billion in 1998.New Zealand and Australia are part of this same cycle. According to a report by META Group , New Zealand is one of the top ten countries where E-commerce can be developed. According to International Data Corporation " IT solutions in New Zealand will account for 29.6% of the total spending in the IT market ...Download file to see next pagesRead More
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