The Australian UGG Company

Major Assignment

The business report of the Australian major footwear retailer-UGG

Name: Youyou Lu（21968780）
Tutor: Manessoonthorn Chadinee
Tutorial time: Friday, 11:30 am-2:30 pm
Course name: MCD2050 Marketing 1
Due Date: 14/12/2009
Table of content
1.0. Executive summary 4
2.0. Introduction 5 2.1. Background of UGG Company 5 2.2. Assumptions and limitations 5
3.0. Overview of the market 5
4.0. The marketing environment 5 4.1. The Microenvironment 5 4.1.1. Key competitors 6 4.1.2. Other environment 6 4.2. The Macroenvironment 6 4.2.1. Demographic environment 6 4.2.2. Economic environment 7 4.2.3. Political environment 7 4.2.4. Cultural environment 7
5.0. Product 7 5.1. The three level of the product 7 5.1.1. Core Product 8 5.1.2. Actual Product 8 5.1.3. Augmented Product 8 5.2. Brand, packaging and labeling 9
6.0. Target segments 9 6.1. Demographic segment—Gender, Age and life-cycle stage segment 9 6.1.1. Evaluation the needs and wants of the segment (key users benefit) 9 6.1.2. The market positioning of the segment 10 6.1.3. The trend of the segment 11 6.2. Geographic segment 11
7.0. The product categories 11 7.1. Evaluation of the categories 11 7.2. The trend and development of the categories 11
8.0. Conclusion 12
9.0. Recommendations 12
10.0.Reference list 13

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.