Marketing Management of Ugg Australia in the UK

Running head: GLOBAL BUSINESS MARKETING
GLOBAL BUSINESS MARKETING
Name of the Student
Name of the University
Author Note

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GLOBAL BUSINESS MARKETING
Topic: The marketing management of Ugg Australia in the United Kingdom.
Introduction
The global business marketing is the simple form of selling a product in the global
business market. The international acclamation of the product is the concern matter of this kind
of business and company penetrate in other host countries through the effectiveness of the
product. The whole process is associating with planning, producing, placing and promoting the
strategy of the business and in case of business globalization, this aspect is important for the
development of engaging other nations. Large companies are mainly doing their business in
other countries as they have the power to expand their markets however in these days
comparative smaller organizations are doing same and penetrate other countries for the
development of their business.
In this report, the entire concern business in Ugg Boots and the company wants to expand
their market in the United Kingdom. For this penetration, all the possible aspect of the country
need to be understood by the company then only legitimate strategic planning will be planned by
Ugg Boots.
Background of Ugg Boots
Ugg Boots is a unisex style of sheepskin boots, which basically originated in Australia
and New Zealand. Initially, it was used for the utilitarian and they used to carry these boots to
save them from the cold temperature. These are twin-faced surface boots and boot makers are so
skilled that they make this boots with the double-faced identification (Australian Ugg Boots Pty
Ltd., 2018). The fleece part is inside the boot and the tanned part in outside, that signify that
quality of the boots and the reason behind it used in cold-environmental nations. The quantity of

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GLOBAL BUSINESS MARKETING
the boot is not the concern for the manufacturing company, rather they maintain the quality of
the boot and want to make some good customer and also try to retain those customers.
Background information on the United Kingdom
United Kingdom (UK) is an autonomous country in Western Europe. The place is
situated on the north-western coast of Europe mainland. Almost 65,645,100 is the approximate
population of the nation in 2016 and the country has the sixth largest economy in case of
nominal GDP. The GDP growth of the country is $2.566 trillion as per the economic condition in
2017 and a significant increase of 0.4% has been noticed in this section (Zimmerman & Blythe,
2013). The rate of inflation also increased by 4% and that is the concern factor for the nation.
The service sector of the nation contributes 80% of the GDP, so the concern business building is
the major project of the nation. The import rate of the nation is $581.5 billion in 2016 and as per
the global import-export rate; the nation is in the sixth position (De Mooij, 2013). The foreign
reserves of the country are $159.34 billion and all these aspects highlight a perception that Ugg
Boots needs to channelize their business for the development of market sustainability and gain
some competitive advantages from the other boot companies in the UK (Basturk et al., 2014).
Political environment
The United Kingdom is a constitutional monarchy and the monarchy runs with the help
of parliamentary system. One of the strong points of UK is the speed of formalities.
Approximately thirteen days are required for the entire set up for the company. This is a positive
side of the political scenario of UK (Terpstra, Foley & Sarathy, 2012). The low taxation policy
makes the country in form of environment investor –friendly. Most of the other countries love to
do their business in the UK as the nature of the business field is big and companies can get