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Situation Analysis SWOT Analysis of Snuggy Uggys Pty Ltd Strengths The company in the domestic area does better than competitors Provides wide range of ugg boots styles and colours Comfort and quality product Meeting customer needs Brand recognition- Uggys original product Weaknesses The company in the domestic area done not as well as competitors The company has been operating for the past 15 years is yet in a maturity phase but has not expanded into global business and thus is considered in an establishment phase Opportunities The company has the possibility of Expanding the company into global markets Strong sales growth Develop new products Favourable oversea government regulations Developing further e-commerce operations Increased sales Global branding Threats When expanding the company to the United States Snuggy Uggys may face Entry of new competitors Adverse oversea government regulations Increasing interest rates Further falls in the Australian dollar resulting poor export sales and profits Slow market growth Establishing marketing objectives In order for the company expansion to the United States we suggest that Snuggy Uggys Pty Ltd will achieve the following -Progressively increase market share by 10 per cent over the next 3 months -Extending warranties on materials and workmanship of ugg boots to maximise customer service -More profits made over the next 6 months -Increase the product range or mix through the introduction of new styles within 6 months -Increase exports by 10 per cent per year Marketing strategies Market Segmentation and Identifying the Target Market In most cases the consumer market is very large and businesses cannot appeal to all buyers due to people with different needs and buying behaviours Considering Snuggy Uggys Pty Ltd expansion to the United States the company should think of market segmentation The ultimate aim of market segmentation is to increase the companys sales and profits by understanding and meeting the needs of the target customers Before the company segments its markets the Snuggy Uggys
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