PROJECT SCENARIO
Create a new pet product for Billabong International Limited, also known as Billabong.
Billabong is a surf company, primarily a clothing retailer that also produces accessories, like watches and backpacks and skateboard and snowboard products under other brand-names. Billabong, Billabong was founded on Australia’s Gold Coast in 1973 by surfer and surfboard shaper Gordon Merchant and his then partner, Rena. Research the company’s corporate website here: http://www.billabongbiz.com/phoenix.zhtml?c=154279&p=irol-irhome. Take a look at the products for sale at this website. http://au.billabong.com/shop/mens
The owners of Billabong have asked your marketing team to further extend the product range by developing a “new” tangible product for the Australian market. It is extremely important that you first consider the class research of the company, industry, competitors and PESTL before deciding on the product type and details.
The product must be a consumer product (B2C) that will be purchased by consumers living here in Australia and also by visitors to Australia. You need to consider your potential target market including age, interests and gender. Your group’s product must also be “new” in some way to the Australian market. This can include a new-to-the-world product, a new product line, an addition to an existing product line, improvements or revisions of an existing product, a new-to-Australia product or a repositioned product. It would be a good idea to check the local retailers as part of your group’s research to increase your appreciation for the variety and depth of clothing and accessory products available.
Research
Presentation with PowerPoint
Environmental Analysis Areas to be researched
Natural Environment in Australia (any areas of the natural environment that can impact the business e.g. natural ingredients, weather, natural resources, impact of product/ packaging decisions on the environment)
• Identify the relevance of the research to the Natural Environment Analysis.
What opportunity did you find for your company? (Relevant to the Australia market)
• Explain one research point and reference source each.
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