Contents

• Executive summary
• Introduction
• Company history
• Internal analysis
• External analysis – PEST analysis, Porter 5 forces, TOWS analysis, Competitive profile matrix analysis, External factor evaluation matrix
• Existing strategy
• Present & Future Advantage
• Proposed Alternative strategy
• Recommendations
• Conclusions

Description

The aim of this report is to identify a company and conduct a detailed strategic audit to evaluate the existing strategies and to identify business opportunities for growth and future development of the business. The report also developed and recommended suitable business strategies that will assist the business to survive and grow in to the future. For this report, we have chosen Billabong International Limited. Billabong is the leading surf wear apparel brand in Australia and second internationally behind Quiksilver. Billabong employs over 1750 people worldwide through 110 corporate stores and 40 licensed arrangements. The company is involved in the design, production and distribution of surf and board sports apparel and accessories for both male and female markets. Surfing is not only an Australian pastime; it is also one of our countries most successful exports. Even if you don’t practice the sport, youth around the world dream of the lifestyle. Analysis of the Billabong Company’s existing strategy indicates that there are a number of areas suitable for future development within this particular industry. The major findings of the report identified a new business strategy and opportunity for Billabong to expand its operations into the Middle East / Asian block. It also identified additional opportunities due to the growing concerns regarding the health risks of the western world particularly obesity levels. Billabong can utilise these public concerns and expand into fitness apparel and equipment. Future sales of this nature will continue to grow for the foreseeable future.