Billabong's Expansion Strategy Case Study by Nicky

Billabong's Expansion Strategy
An analysis of the Billabong company that includes a recommendation for expansion.
# 147187 | 2,004 words | 6 sources | APA | 2011 | US
Published on Feb 28, 2011 in Business (Companies) , Business (Business Plans)

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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.

Executive Summary
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
  • Billabong 07-08 Full Financial Report. Retrieved March 25, 2009 from
  • No author. (2007). Porter's Generic Strategies. QuickMBA. Retrieved March 25, 2009 from
  • Heil, Karl & Walters, Bruce. (2007). Miles and Snow Typology. Reference for Business. Retrieved March 25, 2009 from
  • Davidson, Paul; Simon, Alan; Woods, Peter & Griffin, Ricky W. (2009). Management: Australasian Edition, 4th Edition. Wiley and Sons Australia, Milton, Qld.

Cite this Case Study:

APA Format

Billabong's Expansion Strategy (2011, February 28) Retrieved May 24, 2022, from

MLA Format

"Billabong's Expansion Strategy" 28 February 2011. Web. 24 May. 2022. <>