Global Business Marketing

Running head: GLOBAL BUSINESS MARKETING
Global Business Marketing
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1GLOBAL BUSINESS MARKETING
Introduction
The report throws light on analysis of the rationale of the choice along with selection
of market and entire strategy adopted for Ugg, Australia. The different strategies related to
pricing, competitive, promotion and distribution strategy has to be identified and analysed
effectively as to analyse the different recommendations.
The main aim and purpose of the report is to understand the strategies that are
required to be utilised in promoting the same brand in United Kingdom. United Kingdom has
been chosen as the economy is stable and the technological advancements has tried to
transform the country along with the different marketing strategies as well.
Analysis of Rationale
The main rationale of the choice of Ugg foot wear company to expand in United
Kingdom is that the entire nation is politically stable along with the proactive government
regulations. The low interest rate is the other factor that can help the company in receiving
fund for marketing activities.
The respective country has strong economy and the high disposable income can
facilitate the organization to attain the different interests of the individuals in brand of Ugg.
Furthermore, due to technological advancements, the economy has been transformed and this
provides the company to market their products effectively.
Market Selection and Strategy
The market in United Kingdom has been selected for the Ugg footwear brand as after
conducting the PEST analysis, it has been analysed that there are various top fashion brands
that are quite successful. Furthermore, it has been noticed that the nation is multi-cultural
place in which the individuals of various races flourish (Appiah-Adu & Amoako, 2016). The

2GLOBAL BUSINESS MARKETING
brand is very fashionable in nature and the main competitive advantage of Ugg Australia is
that they provide premium quality by enhancing their brand positioning in United Kingdom.
The main motive of Ugg, Australia is to expand their presence in various countries by
implementing marketing campaigns to understand the tastes and preferences of the customers
in the market. However, it has been noticed from PEST analysis, the expansion in UK can be
little disadvantageous for the company as the trends are changing and the respective brand
can not appeal the people in the nation appropriately as well (De Pelsmacker, van Tilburg &
Holthof, 2018).
Competitive strategy
The competitive strategy that has to be adopted by Ugg, Australia to expand in United
Kingdom is to maintain appropriate quality of the shoes that are sold to the customers. The
Ugg brand is popular in Australia, and in order to expand in United Kingdom, it is essential
to grab the attention of all the customers with high quality products along with minimal
pricing technique. Ugg footwear brand can step in the mobile strategy as this can play a key
role in increasing their brand awareness among individuals effectively (Ottman, 2017).
Pricing strategy
The pricing strategy of Ugg footwear company that can be used by them is value-
based strategy of pricing as this ensures growth in the profit and sales. This respective
element of the marketing element helps the company in identifying the prices of the company
that is applied by them to maximise the profit (Grönroos, 2016).
Ugg has to consider the perception of the customers about the value of the products.
The value-based pricing will assist Ugg footwear in succeeding in UK as they provide quality
products at a minimal rate. This can help Ugg in controlling costs and influence the pricing of
the product (Pappas, 2016). Ugg footwear company can include the different kinds of pricing