Billabong Expand Overseas Essay

3258 WordsSep 11, 201214 Pages
1. What country/ region/ locality did the organisation identify as its initial target market and why? A target market can be defined as age, gender, family status, lifestyle, interests or combination of these characteristics. Billabong offers numerous products designed for different lifestyles. Included in their extensive range are products designed for surfers, general beach goers, skateboarders and fashion conscious. Billabongs main target markets are males and females aged between 12 and 35 years of age. Billabong was founded on Gold Coast, Australia in 1973 by surfer and surfboard shaper Gordon Merchant and his partner, Rena. Both Gordon and Rena Merchant started designing board shorts at home, cutting them out on their kitchen table and then carting the finished products around to the local surf shop to sell. Billabong is a brand that offers numerous products designed to accommodate numerous lifestyles. Included in their extensive range are products designed for surfers, general beach goers, skateboarders and the fashion conscious.Comprehensive characteristics of this market are difficult to pinpoint, however, it is the assumption that the majorityof consumers are males and females aged between 12 and 35 years of age. The business found immediate traction, with surfers drawn to the superior functionality of the Billabong board shorts. They were also far more durable courtesy of the unique triple-stitching technique developed by Gordon. The next step for the brand was to introduce the better local surfers to Billabong and incorporate them in the marketing of the brand. Surfing developed into a professional sport during the 1970s and 1980s, Billabong positioned its brand products as integral to the surfer lifestyle. They promoted the business and their products on surfer magazines and sponsorship of surfing events and individual surfers. In 1984,

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