The Australian UGG Company
The business report of the Australian major footwear retailer-UGG
Table of content
1.0. Executive summary
2.1. Background of UGG Company
2.2. Assumptions and limitations
3.0. Overview of the market
4.0. The marketing environment
4.1. The Microenvironment
The three level of the product
Brand, packaging and labeling
6.0. Target segments
6.1. Demographic segment—Gender, Age and life-cycle stage segment
Evaluation the needs and wants of the segment (key users benefit)
The market positioning of the segment
The trend of the segment
6.2. Geographic segment
The product categories
Evaluation of the categories
The trend and development of the categories
1. Executive summary
The following report analyses the demographic segment which is classified by gender and age-cycle is targeted by The UGG Company. Firstly, the report briefly describes the background of UGG. Secondly, it shows a general impression of the footwear market and identifies its microenvironment and macroenvironment. Thirdly, it emphasizes the product of UGG and points out the three levels. Fourthly, it judges the two variable segments and illustrates the demographic segment in detail. Then, the report also exhibits its product categories. Finally, it draws a conclusions sum up and gives the recommendations.
The secondary information which has close relationship to marketing is the sources of the report. For example, academic journals, textbook, statistics from formal organizations and company websites and newspaper. There are some assessments to evaluate the field of marketing in The UGG Company after assessing.
There are two main recommendations for The UGG Company to improve its business: 1. UGG should improve marketing information system in order to do some research to satisfy customers’ needs and wants. 2. UGG should utilize sustainable material to produce products aiming at undertaking its social responsibility and gaining reputation.
2.1. Background of UGG Company
The UGG Company was first established in California by Brian Smith, a young surfer from Australia (Deckers Outdoor Corporation, 2009). It was acquired by Deckers Outdoor Corporation in 1995. Thompson (2004) reports that the sale astonishingly increased from $250,000 to $11.75 million between 2003 and 2004. The brand becomes national and year-round nowadays because of more than 70 shoe styles except its classical-style boots and slippers (Thompson, 2004). He also mentions that the sales project in 2004 was set up at $75 million which was in double growth of 2003’s.
2. Assumptions and limitations
The limitation of the report is not enough adequate information presenting. With the development of globalization, the company should take actions depending on the varied circumstances to have a strong position in its marketplace.
3. Overview of the market
IBISWorld Pty Ltd (2009) defines the footwear retail as a connection between the manufacturing company and customers. It also identifies that the shoe retail is mainly concerned about purchasing and promoting attractive shoes without any change to the customers. Other activities such as customer service, cash handing are also involved...
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