Puma AG is a German company established on October 1st 1948. The company designs, develops and markets premium sportswear, quality footwear, and sporting equipment accessories for men, women and children under the brands Puma, Cobra Golf and Tretorn. Puma’s products are sold through retail accounts through wholesale channels, owned retail stores, internet sites and a mixture of independent distributors, factory outlets, franchisees and licensees worldwide.With Puma’sstrategic objective of being "The Most Desirable and Sustainable Sport lifestyle Company” puma strives to become the authentic outdoor choice globally by offering consumers a selection of products which would allow them to enjoy the experience of being outdoors. Additionally Puma is positioned as a sport lifestyle brand that takes pleasure in skillfully combining sports and lifestyle influences and which strives to contribute to a better world. Notwithstanding these goals however, Puma faces a variety of competitive challenges from other domestic and foreign footwear and apparel producers, some of which may be significantly larger, more diversified and have superior financial and marketing resources.
Figure 1: SWOT Analysis of Puma STRENGTHS * Branding * Management and international strategy | WEAKNESSES * Missing sporting events * Low financial resources compared to competitors | OPPORTUNITIES * Fitness hype * Technology * Acquisitions and sponsorships | THREATS * Economic situations * High competition |
One such major competitor is Adidas. The company was founded in 1920 and has its headquarters in Herzogenaurach, Germany. It was formerly known as Adidas-Salomon AG and changed its name to Adidas AG in June 2006. Adidas AG, designs, develops, produces, and markets a range of athletic footwear for men and women primarily in the football, running, training, basketball, and golf sectors worldwide as well as apparel and