By
Laura Lenker
Miranda Zimmerli
Chanakarn Laotrummanon
Nawat Vongwattanakit
History
• In 1924, Foundation of “Gebrüder Dassler Schuhfabrik”, by
Rudolf and Adolf(Adi) Dassler
• In 1948, Rudolf Dassler formed his own shoes company
called “Puma Schuhfabrik Rudolf Dassler”
• In 1948, introduction of the PUMA Atom,
PUMA’s first football shoe
• In 1986, became a public company,
listed on the Frankfurt Stock Exchange
Puma Now
• Registered Office:
Herzogenaurach, Germany.
• 3,900 employees
•
• Market products in more than 80
countries
• Outsourcing manufacturing
facilities in over 40 countries
• In 2004, approximately 66%, 27%
and 7% of its revenue came from
footwear, apparel, and accessories,
respectively
Corporate Development Plan
• Phase I: 1993
– Establish a solid financial statement
• Phase II: 1997
– Reposition the brand
• Phase III: 2002
– Growth plan
• Phase IV: 2006
– Multi-category Sportlifestyle brands
Mission statement
• PUMA has long-term mission of
becoming the most desirable
Sportlifestyle company
Brand Strategy
• Bringing distinctive designs and a global outlook by
blending influences of sport, lifestyle and fashion
• Maintaining vigilant watch over distribution channels
• Solid guidance and strict alertness for licensee
PUMA Stores
• There are PUMA
stores in 19 states
• No PUMA store in
Oregon
• PUMA outlet at
Woodburn
The PUMA Online Store
Sport Fashion
•
•
•
•
•
•
Alexander McQueen
Ferrari
96 Hours
Nuala
Mihara
Starck
SWOT Analysis
Strengths
• Brand
• Product Ranges
• Design
– Footwear
– Puma Motorsport
Weaknesses
• Price
• Young consumers only
• Too few stores
– No store in Oregon
• Outlet
– One at Woodburn
Opportunities
• Open more stores !!!
(at least one in OREGON)
• Cooperate with more designers
• Licensing
• Consignment goods
Threats
• Intratype Competition
– Nike
– Adidas
– Reebok
• Intertype Competition
–Watch
–Eyewear
References
• www.puma.com
• http://en.wikipedia.org/wiki/PUMA_A
G
• http://www.gotomanager.com/news/deta
ils.aspx?id=47602
Any questions???
Thank You For Your
Attention :)