The paper "International Marketing Strategy in Saudi Arabia for Billabong International Limited" is a perfect example of a case study on marketing. Billabong is a holding company that deals in a range of apparel materials such as clothes and footwear as well as sports equipment. Other materials that are marketed and distributed by the company include accessories, eyewear suits, and hard goods under the brand name of Billabong such as Von Zipper, Honolua Surf Company, Kustom, Palmers Surf, Nixon, Xcel, Sector 9 and Dakine Brands (Zou& Fu, 2011). The founder of the company is Gordon and Rena Merchant and it is headquartered in Gold Coast and Queensland.
However, the operations of the company have expanded to other countries such as Japan, the USA, and Europe through licensing processes and involvement with the third parties. The main source of Billabong products is manufacturers of these products and attaching logos and designs to these designs after which they are distributed to its stores and a number of its distribution centers. The total number of employees in the company is estimated to be 4500 staff in various parts of the world while its shares are listed in the Australian Securities Market.
The company remains consistent to its values and its business objective such as a commitment to protect its brands and manufacture of the right functional products and distribution of these products across a range of channels, development of professional proficiency of its employees and enhancing customer service and relationships (Vasudeva, 2006). The distribution of products of the company takes place in more than 100 countries and is found in at least 10000 doors in various parts of the world.
Distribution of these products takes place through specialized board sports retailers and through the retail outlets of the company. High revenues result from owned operations that take place in Australia, North America, Japan, New Zealand and South America (Terpstra, Sarathy& Foley, 2012). Marketing and promotion of the company’ s brands take place through associations with a number of high profile sportsmen such as professional athletes, junior athletes, and major events. Despite operating in most countries in various parts of the world, the company is considering operation in Saudi Arabia due to the advantages that are associated with the conditions that exist in the country.
This paper presents strategies that should be applied by the company in entering the international markets such as the study of the culture of the people in Saudi Arabia and communication strategies. This is aimed at improving the competitiveness of the company in the international market and increases its profitability in general.