International Market Campaign for Australian Ugg Boots in China

Running Head: INTERNATIONAL MARKET CAMPAIGN
INTERNATIONAL MARKET CAMPAIGN
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INTERNATIONAL MARKET CAMPAIGN
Contents
Introduction................................................................................................................................2
Background information on the product....................................................................................2
Background of China.................................................................................................................3
Factors that may affect the international marketing campaign of the product...........................3
Economic and financial variables...........................................................................................3
Political factors.......................................................................................................................4
Socio-cultural variables..........................................................................................................4
Technological factors.............................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

INTERNATIONAL MARKET CAMPAIGN
Introduction
Global marketing is one of the subjects that have gotten a lot of concern from both the
business scholars as well as researchers. Marketing managers serve crucial roles as far as
international marketing is concerned as they have to do prior research on the market patterns
and other variables. Marketing a product of a particular company to other countries in the
international market must always be accompanied by research on variables that may affect
the global marketing campaign of that product to the proposed country. As a result, therefore,
marketing managers are charged with the duty to ensure that such information is collected
and availed to the company so that informed decisions can be made.
The purpose of this study is to give a report concerning the marketing of Australian Ugg
Boots in China as the hired marketing manager of the company by its CEO. This report will
discuss the variables that may affect the international marketing of the Australian Ugg Boots.
These variables are economic, political, social, financial and technological. The report will
give a brief overview and background of the product as well as the selected country and then
discuss how these variables may affect the sale of this product in that given country.
Background information on the product
Ugg boots are both sex boots originating from Australia that is made up of sheepskins by the
Australian Ugg Boots Pty Company. Initially, the retailers of these boots sourced them from
different manufacturers and sold them to customers directly. However, after some time the
suppliers began reducing selections as well as selling the products abroad something that
negatively affected the sellers (Kumar, 2017). The move left the sellers with no choice other
than accepting any quality because there was no variety to choose. However, these sellers felt
that it was time to reclaim their quality and innovation in their industry and therefore decided
to own theirs without looking back or quitting the business. This company selects
components that are of the highest quality including quality threads, natural sheepskins as
well as hard wearing soles.