Global Business Marketing for UGG Boots Pty Ltd- myassignmenthelp

Question: Discuss about theGlobal Business Marketing for UGG Boots Pty Ltd. Answer: Introduction The report is prepared to discuss about the marketing of UGG Australia, also known as the Australian UGG Boots Pty Ltd in United Kingdom. As a marketing manager, I have been assigned with the role of enabling global business marketing and ensuring success in the global markets in United Kingdom. To market the products and services of UGG Australia in the global market, it will be important to identify the issues experienced and then determine the political, economic, social and technological factors that can contribute to the successful global business marketing (Armstrong et al., 2015). Background information on product and country of choice The business organization UGG Australia is a unisex style boot that is made of sheep skin and has been originated in Australia. The products are considered as luxury bots that consist of twin faced sheepskin with fleece inside the boot and a tanned outer surface and synthetic sole on the outer side. The Ugg boots are considered as utilitarian footwear that provides warmth in cold climatic conditions and are considered as effective boots for the surfers. The sheepskin boots have become a fashion trend among the people all over the world and there are new and wide range of shoes introduced nowadays too that are associated with the bogan culture and daggy fashion sense (Australianuggboots.com.au, 2018). Strategic analysis of variables Various factors are associated with the international marketing campaign while marketing the products and services of UGG Australia in United Kingdom. The consumers in United Kingdom follow latest fashion trends and the sheepskin made products can definitely arouse interest among the customers and influence their buying behaviors too. Though there would be huge competition in the UK market place, still the company should develop the products that could keep the feet warm during the winter as well as would be breathable for ensuring customer satisfaction. UGG boots, Australia should also focus on unique products features that could create a positive brand image among the customers and make them avoid between just high fashionable products and keeping warmth (Ferraro Briody, 2013). UGG boots has become a luxury brand to enter the foreign market segments and made sure to provide the customers with more flexibility in terms of their fashion choices. To compete with the growing Chinese made boots of similar kinds, the Australian boots manufacturer has focused on providing something unique to ensure that the global marketing techniques are successful and noteworthy in terms of business profit and competitive advantage. The PEST analysis could be conducted for analyzing the different variables such as political, economic, social and technological factors to check whether marketing UGG boots, Australia in United Kingdom would be successful or not (De Mooij, 2013). Political factors: The United Kingdom possesses a free market oriented economy where the Government has very little roles and responsibilities due to which the employee rights have some specific effects on the business functioning. The country still runs under a proper parliamentary system that has created good scopes and opportunities for international business management. Due to the proactive government and political instability, there might be issues to manage global business properly sometimes (Brennan, 2014). There are both national and local administrations, which can be beneficial for starting an international business with ease and efficiency in UK. The footwear industry is labour intensive and thus the effects on employee laws can create significant effect including wages provided to the employees who would be willing to relocate, benefits provided to them along with the health and safety rules and regulations needed to be maintained while managing international business pro perly. UGG boots could use this opportunity as a essential way of surviving in the killer competition in UK and ensure good working conditions for the employees too to manage international business expansion with convenience (Wild, Wild Han, 2014). The classic tall boots for men, short deluxe boots, team boots, mini boots and nomad boots are few of the products offered by UGG boots that can make a mark among the customers and influence their buying behaviors too. Economic factors: The wages paid to the employees and the employment rules and regulations should be managed properly for ensuring employee satisfaction and encouraging them to perform to their potential at the new location where the company has started its business in United Kingdom. During the phase of recession, the footwear sales might get low and even make the company left out with large amounts of stocks, inventories, etc. Due to this, the UGG boots must lower the prices of products and services to ensure that the customers mindsets could be changed and they could remain competitive in the international marketplace. UK boosts a string economic position when compared with the other countries, because of which, he has a high GDP rate and the chances of issues are quite low for international business marketing (Zikmund et al., 2013). Due to the higher GDP and huge population, it could be easy for the small and medium sized businesses to become profitable as well as would establish good communication with the customers for attracting the customers from diverse market segments with effectiveness. The diversified and free market economy would further allow for increased foreign direct investments and this could even enhance the chances of UGG boots in Australia to start its business in UK quite successfully. The company should look at the UK customers disposable income and rate of employment, which could make them know about the spending behaviors and preferences for the new products. The fluctuations of currency in UK would be assessed with the use of online currency converter to monitor the exchange rates for Australian dollar, furthermore carry out money transfer to UK for managing the global business properly (Czinkota Ronkainen, 2013). Social factors: The social factors are related to the demographic conditions and so the company while entering UK with such a huge population would need to reach the customers through proper marketing and distribution channels (Australianuggboots.com.au, 2018). The use of advanced marketing strategies and involvement of social media and mobile phones could be helpful for UGG boots to maintain communication with the customers and at the same time, manage a website properly at the foreign country, so that the customers could gain accessibility to the wide range of products and services available. The environmental considerations are also considered as a major aspect of managing global business and the UK footwear industry has focused on sustainability (Solomon et al., 2014). Thus, as a marketing manager of UGG Australia, it would be my responsibility to make sure that the company maintains sustainable approaches to work according to the environmental policies, laws, rules and regulatio ns, furthermore maintain the ethical standards and create positive mindset among the customers. The company could face issues to adopt the new culture and thus the consumer buying behavior might not be influenced as well. The company should also create new employment opportunities for the individuals of UK to make sure that workers from there could make business more efficiently due to their knowledge, ability and skills in adapting to the local culture with much ease (Piekkari, Welch Welch, 2014). The typical dresses and shoes for the individuals in England during the extreme winter would include the boots of UGG, Australia. These factors would also contribute to the increased and consistent consumption of the outdoor apparel products and shoes by the customers at a rapid rate. Technological factors: As we all know that technological advancements have brought immense changes in the way business functions and the same will happen for managing global business effectively. The use of advanced technologies with advanced machineries and equipments would increase the automated functions efficiency as well as reduce the labor workload. The apparel industry in UK is quite labor intensive and so the implementation of advanced technologies would reduce the pressure of workers and increase the production level at the same time (Kankaanranta Louhiala-Salminen, 2013). The production would be automated and the complex tasks would be changed to simple yet effective tasks, which could manage successful global business management and increase the effectiveness of business operations at UGG boots too. The marketing of UGG Australia in UK would be possible with the involvement of social media platforms and various other channels of distribution through which the customers in UKJ would be able to access the products and services easily and their buying behaviors would get influenced too. The orders would be placed and payments should be done easily, which could allow the customers to get the products delivered at their doorsteps (Kasemsap, 2014). Conclusion The report was prepared to analyze the various variables including the political, economic, social and technological factors that should be considered while managing the international marketing campaign for UGG boots, Australia. The company was considered as a major sheepskin show manufacturer that wanted to market its products and start its business in United Kingdom. Thus, the PEST analysis was conducted to determine the various factors associated with the creation of impact on the international marketing campaign in UK. As a marketing manager of the organization, I would recommend to use the right marketing channels and involve social media along with employ the local individuals of UK as employees to make sure that the company could sustain in the competitive foreign market place. References Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015). Marketing: an introduction. Pearson Education. Australianuggboots.com.au. (2018). Australianuggboots.com.au. Retrieved 18 April 2018, from https://www.australianuggboots.com.au Brennan, R. (2014). Business-to-business Marketing (pp. 83-86). Springer New York. Czinkota, M. R., Ronkainen, I. A. (2013). International marketing. Cengage Learning. De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Ferraro, G. P., Briody, E. K. (2013). The cultural dimension of global business. Upper Saddle River: Pearson. Kankaanranta, A., Louhiala-Salminen, L. (2013). 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