You are expected to research market opportunities, and develop a ‘Country/Product Opportunity Brief’ highlighting the opportunities and challenges that exist for product/service entry into a country...

Running Head: INTERNATIONAL MARKETING    1
INTERNATIONAL MARKETING        2
INTERNATIONAL MARKETING: AUSTRALIAN BRAND MOVING TO ASIAN MARKET
(BILLABONG’S ENTRY TO INDIAN MARKET)
Table of Contents
Introduction    3
1. Global and International Marketing    3
2. Billabong Entering Indian Market    3
Situation Analysis    4
1. Business Environment    4
Political    4
Economic    5
Social    5
Technological    5
Legal    6
Environmental    6
2. Market Analysis    6
a. Customer Segment    6
b. Type of Market    7
c. Profitability    7
d. Market Size    8
e. Growth    8
f. GDP    8
3. Competitors    9
a. Two key competitors    9
b. Data related to competition    9
c. Competition level    10
4. Organisational Analysis    10
a. Billabong Products    10
b. Domestic Market of Billabong    11
c. International Market of Billabong    11
d. Billabong Products in Indian Market    11
e. Competitive Advantage of Billabong    12
5. SWOT Analysis of Billabong    12
Strength    12
Weakness    13
Opportunity    13
Threat    13
Conclusion    14
References    15
Introduction
1. Global and International Marketing
    Global and international marketing take their cue from the saturation of demand in the local or home market and expand the business by entering newer markets in foreign counties to speed up the profit earning frequency. According to Kim, Choi, and Im (2018), global marketing is the marketing technique that involves the modification of product or service line, for entering more than one foreign market at a time. The global marketing is different in its essence when compared to local or home market, marketing strategy. In global market, as stated by Aperia and Persson (2018), the element of exclusiveness in service and product range works well, however, improper understanding of the market trends pose severe threat to business success for companies venturing into international markets.
2. Billabong Entering Indian Market
    Billabong is a 45-year-old business company that has been able to reach very successful market position based on the quality range of surfing cloths and accessories in the Australian market. The company has earned huge profits and have retained its business growth consistently through decades (ABC News, 2017). However, in recent years, the company has faced problems from its saturated home market, leading it to focus and consider on global markets, such as India. In 2012, Billabong entered the Indian market by tied up contract with Arvind Limited. Considering the consistent growth in Indian market and huge population, Billabong has considered its international venture as the safest bet (Times of India, 2012).
Situation Analysis
1. Business Environment
    Every market has its contextual factors that shape the performance and profit earnings ratio for business organisations. As mentioned by Gaspara, Popescua, Dragomira and Ungurasa (2018), business organisations are directly influenced by the trends in the market and the trends on the other hand are again influenced by the political, economic, social, technological, environmental and legal aspects of the country in which the market exists and is collectively represented through PESTEL analysis, which is formed of the initial letters of each influential factors.
    P
    Preference to Open Market Policy
    T
    Availability of Advanced Technology
    E
    Growing GDP and Investment
    L
    Politically affected, legal framework, beneficial for market entry
    S
    Emergency of Newer, anti-stereotype generation
    E
    Inclination towards outdoor activity and costal vacation
Table 1: PESTLE Analysis of the Indian Market
(Source: As per market data from Export, 2017)
Political
    The political landscape of the Indian market has changed remarkably in the last decade, focusing more in foreign organisational entry, foreign direct investment and open market structure for organisations to come in and generate employment for the increasing population of India (Export, 2017). Considering the political attitude, it can be assumed that, entering Indian market would be beneficial for smooth market entry for Billabong.
Economic
    In the last decade, the Indian economy has become one of the fastest growing economies in the world, made evident by the consistent growth in the GDP (The Economic Times, 2018). Consistent growth of GDP of a country is a sign of less risk for foreign business organisations at the time of entering the country’s market. In Billabong’s case, the India’s steadily growing GDP would be a benefit for business expansion.
Social
    It is a fact that the Indian society is different and has yet to reach international standards, however, the new generation of India, are more inclined towards an independent and anti-stereotypical lifestyle. As opined by Bharucha (2018), it is easily assumable that the social changes in Indian population would help in the adaptation of Billabong’s range of surf-wear and accessories.
Technological
    The open market strategy adopted by the Indian political powers, has led the entry of technologically advanced firms operating in India. The presence of technologically capable business organisations, as stated by Singla, Ahuja and Sethi (2018), help foreign companies venturing into a market and easily manage production and technical set up. Billabong can manufacture, and distribute its products based on the advanced technology available in India, affecting its transport, production and connectivity.
Legal
    The legal aspect of the Indian market, being affected by political policies and standards would not pose any problem for Billabong from selling its products in India, given that it maintains the minimum standards of product materials and customer dealing norms.
Environmental
    Indian environment is humid, hot and has long stretches of costal lines. According to Kumar and Rajendran (2018), despite the absence of the surfing culture in India in the...