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PUMA is a recognized brand of sportswear in the world. It is known for its running shoes used for football, soccer, motorsports, running, and others. The company operates its own retail stores and products are distributed in 80 countries…
It is known for its running shoes used for football, soccer, motorsports, running, and others. The company operates its own retail stores and products are distributed in 80 countries. Recently, PUMA has branched out into non-athletic products that include perfumes and accessories. Its marketing strategy is to combine lifestyle with sports. After establishing a reputable name as an athletic shoe, it is now slowly losing its market share to competitors. The Audit and review implies that PUMA needs new strategy to bring back the luster of the logo in sports. While it has retained core competency as a running shoe, company did not focus on basketball which is one of the leading sports worldwide. Basketball is a market segment that PUMA did not touch. Sources of information is from published reports of the company and various reliable sources from the internet, Recommendation is to align their shoe design to this segment to penetrate the youth markets who are basketball fanatics. Company may do this thru acquisition or own manufacture as it has the capability to do so. BUSINESS REPORT PUMA Overview PUMA is a sports company based in Germany. It was formed in 1936, but was officially registered in 1948. It was originally founded by brothers Adi and Rudi, but a squabble separated them and their families that prompted them to form their own companies. Adi formed Adidas, while Rudi created PUMA. ...
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