Puma Company Case Study

Topics: Puma AG, Adolf Dassler, Rudolf Dassler Pages: 7 (1828 words) Published: December 26, 2008
Course: International Business Management

Activity: Case Study

Student: Melton Morrison, Ysela Logan

Company: PUMA

Pumas Location: Würzburger Strasse 13, D-91074 Herzogenaurach, Germany

Historical Back Drop:

|YEAR |EVENT | |1924: |Rudolf and Adolf Dassler incorporate their first shoe company. | |1948: |Rudolf Dassler sets up his own company Puma Schuhfabrik Rudolf Dassler. | |1950: |Puma had established export ties to the United States, | |1959: |Rudolf Dassler's wife and two sons become part owners of the Puma Sportschuhfabriken Rudolf Dassler KG. | |1962: |Puma shoes are shipped to almost 100 countries. | |1974: |Armin A. Dassler takes over as CEO. | |1986: |Puma goes public and company stock is offered on the Munich and Frankfurt stock exchanges. | |1989: |Armin and Gerd sold Puma to Cosa Liebermann for an unknown amount | |1991: |Swedish conglomerate Proventus AB becomes majority shareholder. | |1993: |30-year-old Jochen Zeitz takes over as CEO. | |1998: |Puma acquires 25 percent of Logo Athletic Inc. | |1999: |Monarchy/Regency becomes Puma's biggest single shareholder. A film and television production company, who | | |purchased a 12% share in | | |Puma. | |2003 |Puma re-launches Rudolf Dassler branded footwear collection in the collaboration with Alexander van Slobbe, | | |featuring iconic shoes such as the Sprint Logo | |2007 |Puma launches 360 degree Rudolf Dassler branded collection including footwear, apparel and accessories |

Pumas Service:

Puma has long-term mission of becoming the most desirable Sport lifestyle company. With that, Puma has expanded its boundaries by not only offering shoes but a variety of outer products such as: cologne, work bags, School-bags, shades/glasses, glasses holder, winter and sports gloves, casual wear, sports wear, winter wear sports equipment, caps, watches, bicycles, belts and under-wears. Lastly, Among its ‘white mountain’ competitors, puma describes them selves as the ‘blue mountains’ thus bringing more edge, creativity and uniqueness to their designs.

The following are Pumas principal subsidiaries:

Puma’s S.W.O.T Analysis:
|STRENGTH |WEAKNESS | |Represents the company’s strong hold and usually is why the company is |represents the areas, in which the company can develop to increase its | |successful. |efficiency and profits, | |Brand-Puma is a brand which is known worldwide as makers of top quality |Price – the price is too high for poor class consumers; however it can be| |product |one of...

References: Lenker, L., et.al. (n.d.). PUMA. Rrteieved October 12, 2008 from
MacLeod, A. (2006). Puma AG: market buster. Retrieved October 12, 2008 form
Puma (2008). Our history. Retrieved October 12, 2008 from
Sneaker head(2008). Puma. Retrieved October 24, 2008
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