EL TRABAJO DE BILLABONG.

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Within four years the mark has come to be valued at less than 100 million, with significant losses in the last year.

This is not news in a world in crisis, but it is when your industry is growing worldwide. It surfs more than 5 years now practiced, and therefore there are more market.

The problem is that Billabong was positioned as a lifestyle brand, these brands offer a lifestyle surfers surfing ever made, 80% of those who buy clothing Surf related, never got on a table.

So it Billabong desposiciono of its natural environment, the real surfer. Something that bothers the surfer community, is just that, not practitioners adopt a lifestyle that is not authentic.

This positioning has made the mark is not easily replaced by other own category as Aberchrombie, which the current CEO of Billabong has impacted negatively on the results of the brand, making close more than 158 stores.

Architecture complex mark, it not facilitates recovery efforts the group dispersed among its portfolio.

Now they are seeking a debt refinancing, but we'll see how they fare after the revaluation of the Mark

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current news

The surf brand Billabong closes another year in the red

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The Billabong group, one of the most important companies in the multibillion-dollar market linked to the surf, not returning to the crest of the wave, but still paddling to achieve. The company reported Thursday that closed its last fiscal year with red numbers about 233 million Australian dollars (166 million euros).

The result, in any case, is a significant improvement compared to the year 2012 when the company suffered some red numbers 859 million Australian dollars (610 million euros) after zero the value of its major brands, including the Billabong own. Another of its most popular banners is Element. The drag on sales remains the US market.

The fall in this country does not, however, change the turnover trend with a rise of 1.6% to 1,100 million dollars (780 million euros). Its EBITDA yields a loss of 52.3 million (37 million euros).

The group, which has just sponsor in Tahiti one of the most popular test circuit that meets every year to the best surfers in the world, is immersed in the process of restructuring. With these changes, which basically go through close local and include the sale of its online platforms, aims to reverse the ambitious expansion plan which addressed the crisis. Gone are frustrated several purchase proposals after the collapse of the value of their shares.

After the structural changes, the company, whose new CEO, Neil Fiske says that the "turnaround is gaining ground," hopes to continue improving its results in 2015. While offering no forecasts, it does point out that sales at least They go in the same line as in this 2014.

Bibliographies

http://economia.elpais.com/economia/2014/08/28/actualidad/1409235593_655334.html

http://www.branzai.com/2013/08/billabong-se-ahoga-en-una-ola.html

http://www.indonesiashop.com.ar/empresa/0015-mision-vision/

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School of business

Names

Gibelly Henriquez 8-889-125

Emilio Vidal

Profesor

Fernando

Material

English 4

Theme

Billabong

Date