Global Business Marketing

Running Head: GLOBAL BUSINESS MARKETING
Global Business Marketing
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Introduction
Foreign market entry is always challenging too many organizations, since there are still
numerous challenges faced ranging from competition, international law and regulations, social
and cultural differences, inadequate workforce, economic and political stability among many
others. Therefore, it is important forever company contemplating to go global to have extensive
knowledge about the company. This paper will explore various strategies that will be used to
introduce UUG into the United Kingdom Market. The plans include market entry, competitive,
pricing, promotion and the distribution strategy of UGG boots from Australia.
Market Selection and Entry Strategies
During the initial process of organization expansion, the first aspect to be deliberated is
always market entry and strategy. Market selection refers to the process by which a company
uses to decide on the market to invest in. Selecting the right market and determining the correct
entry always ensure the success of the business (Poturak & Dunman, 2014) .The process still
requires the investor to understand the marketplace and the customer thereby having a
conceptual framework of the market growth, and how it will affect the product and services. The
significant factors that contribute to market selections are the firm related factors and market-
related factors: the firm associated factors entail the expansion of the UUG boots, an aspect that
is possible in the United Kingdom.
This is favored by the number of people in the United Kingdom, that total to about 66.57
million people that assures the company a broad market base. The United Kingdom has high
purchasing power parity of about 90.99, standing at number 20 in the global ranking and have a
strong economy worth about $3,152 billion. The senior population, robust economic status, and

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the high purchasing power, the United Kingdom market is the best selection among the options.
On the other hand, the firm related issues of the UGG make the United Kingdom the best
selection since the boots are designed in a stylish way, an aspect the most of the UK population
love, hence will attract a large number of consumers. Secondly, the boots are of good quality
material offering the product an essential primary selling point. Thirdly, the product variety
catches the attention of all gender hence have a more substantial demographic factor.
Market entry is the process of taking the new product into the targeted market and always
considers different aspects such as the size of the opportunity, barriers to entry, and the projected
and historical growth of the market. Generally, there are still about six market entry strategies
used by the international business. The plans include franchising, licensing, alliance, mergers,
and acquisition, exporting and joint ventures. Therefore, it is upon every business organization to
choose the best strategy depending on the information gained from the market research done
prior the investment.
For the UUG boots, the best market entry strategy is the joint venture. The joint venture
is an entry mode that entails a partnership formed by two or more companies that are already in
operation in the expansion market. UUG Boot Company may join other companies such as
Deeasjer, NPS Solovair, Tricker’s or any other in the United Kingdom to provide easy access to
the market. Joint venture choice has a significant number of advantages to a company theta is
expanding its market share into the international market, especially into a completive one
(Abdul-Rahamn et al., 2014). The selection of the joint venture will help UUG to access the new
market, increase capacity and distribute any risk that might be faced. Additionally, through a
joint venture, UGG can get specialized stress that has information about the United Kingdom
market hence enhances the marketability of the product.