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By Laura Lenker Miranda Zimmerli Chanakarn Laotrummanon Nawat Vongwattanakit

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 ”

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By Laura Lenker Miranda Zimmerli Chanakarn Laotrummanon Nawat Vongwattanakit

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  1. By Laura Lenker Miranda Zimmerli Chanakarn Laotrummanon Nawat Vongwattanakit

  2. 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

  3. 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

  4. 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

  5. Mission statement • PUMA has long-term mission of becoming the most desirable Sportlifestyle company

  6. Brand Strategy • Bringing distinctive designs and a global outlookby blending influences of sport, lifestyle and fashion • Maintaining vigilant watch over distribution channels • Solid guidance and strict alertness for licensee

  7. PUMA Stores • There are PUMA stores in 19 states • No PUMA store in Oregon • PUMA outlet at Woodburn

  8. The PUMA Online Store

  9. Sport Fashion • Alexander McQueen • Ferrari • 96 Hours • Nuala • Mihara • Starck

  10. SWOT Analysis

  11. Strengths • Brand • Product Ranges • Design • Footwear • Puma Motorsport

  12. Weaknesses • Price • Young consumers only • Too few stores • No store in Oregon • Outlet • One at Woodburn

  13. Opportunities • Open more stores !!! (at least one in OREGON) • Cooperate with more designers • Licensing • Consignment goods

  14. Threats • Intratype Competition • Nike • Adidas • Reebok • Intertype Competition • Watch • Eyewear

  15. References • www.puma.com • http://en.wikipedia.org/wiki/PUMA_AG • http://www.gotomanager.com/news/details.aspx?id=47602

  16. Any questions??? Thank You For Your Attention :)

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