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Essay / Research Paper Abstract
This 5 page paper examines the Australian company Billabong International and performs a PESTEL analysis looking at the political, economic, social, technological, environmental and legal influences on the company. The bibliography cites 7 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEbillabong.rtf
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Unformatted sample text from the term paper:
New Zealand, Japan, Europe, Brazil and North America, the sales in other regions are tough licensed operations and distributors (Datamonitor, 2004). The comp-nay has achieved this due to its management
in a complex environment. To appreciate this we can look at a PESTEL analysis. Political Increased globalisation and international trade is a result of the political development is
the world. It was due to the ability to undertake intentional travel and trade with few barriers tat the company started when the founder of Billabong International Gordon Merchant travelled
to South Africa and was impressed with Billabong SA founded by Cheron Kraak and after negotiation came to a licensing agreement with Kraak. This is why Billabong International does not
trade is South Africa as Kaarak is still able to use the label of goods designed by her own 6 designers (Van Zyl, 2004). The dropping and reduction of
trade barrier encouraged by agreements such as GAAT an international agreement has aided the spread of the brand, and recent dropping of trade barriers in China may also help (Datamonitor,
2004)so political influences have been broad. Economic The company is operating in the sports market which is a growing market globally.
If we look at the Australian market this is a good indicator. The market for surfing is a large, in 1996/7 the total surfing market was worth AU $16.1 million,
the majority of this spend is on equipment. The average spend per person is AU $434 of which AU $258 was spent on equipment (Office for Recreation and Sport, 2004).
The remaining average spends were AU $134 on transport, AU $27 on membership fees and the remainder on miscellaneous items (Office for Recreation and Sport, 2004).
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