Marketing Principles – UGG Australia

Introduction

UGG Australia is the one of more famous boot brands in the whole world, which started in America. It has been belonged to Deckers Outdoor Corporation since 1995 and established a world wide range of supply network and could touch major customers around the world (Deckers Outdoor, 2010). UGG Australia primarily contributed profit for Deckers with its multiple collections of boot. This report aims to identify the mission of company and points out the overall objectives. Besides the situation analysis would assist stakeholders realize the current environment of their business in order to make suitable marketing strategies.

As UGG Australia segment the global market as three parts as AOS (Asia, Oceania and Africa), Europe and America, several performance analysis implement annual reports data as basis.

Business Mission

Company Background

The core value of UGG Australia boot focuses on high requirement of quality products and brand. It emphasizes the trust and personal relationship with customers, which lead them to the object of enhancing consumer’s life quality. UGG Australia as the top of fashion brand in the whole world market, it strives push itself to the luxury position.  Therefore it set the main business mission as offer luxury, fashion and comfortable boots to customers. The color diversity would satisfy different requirement of customer and the style various would attract more customers to buy, not only the woman, but also man.