Paper Summary:

The paper outlines the strengths, weaknesses, opportunities and threats facing the Billabong company and assesses the company's current strategy. The paper applies Porter's generic strategies to Billabong, looks at the types of competitors that Billabong faces, classifies Billabong using the Miles and Snow typology and examines the product life cycle at Billabong. The paper recommends that Billabong focus on geographic expansion instead of expanding to the broader activewear category. The paper explains that geographic expansion gives them access to growth and new markets, and keeps them from facing direct competition with larger companies that compete on marketing and price.

Outline:
Executive Summary
Introduction
Current Strategy
Rating of Strategic Planning
Porter's Generic Strategy
Classification of other Competitors
Classifying Billabong Using the Miles & Snow Typology
Product Life Cycle at Billabong

From the Paper:

"Billabong is one of the world's leading producers of surf clothing. Founded as a small manufacturer in Australia, the company has grown to become an international firm, with operations around the world. They compete broadly in the activewear segment and specifically in the surfwear segment. At present, the company is considering expansion options. Their strategy for the coming years must take into account opportunities both in terms of geographic markets and in terms of product lines. The company must take several factors into account. Not only must they take into account their core competencies and their fiscal and physical capabilities, but they must also take into account the value of their reputation in the surfwear industry, as some of their expansion options could compromise this reputation."

Sample of Sources Used:

• Billabong financials courtesy of Reuters. Retrieved March 25, 2009 from http://www.reuters.com/finance/stocks/incomeStatement?stmtType=INC&perType=ANN&symbol=BBG.AX
• Billabong 07-08 Full Financial Report. Retrieved March 25, 2009 from http://www.billabongbiz.com/documents/20080926_FullFinancialReport30June2008Website_Version.pdf
• No author. (2007). Porter's Generic Strategies. QuickMBA. Retrieved March 25, 2009 from http://www.quickmba.com/strategy/generic.shtml
• Heil, Karl & Walters, Bruce. (2007). Miles and Snow Typology. Reference for Business. Retrieved March 25, 2009 from http://www.referenceforbusiness.com/management/Mar-No/Miles-and-Snow-Typology.html
• Davidson, Paul; Simon, Alan; Woods, Peter & Griffin, Ricky W. (2009). Management: Australasian Edition, 4th Edition. Wiley and Sons Australia, Milton, Qld.

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