FUTURE RECOMMENDATIONS REPORT 3 Introduction Adidas AG is a German manufacturing company on sports items including athletic shoes, clothing, and other accessories. A Puma shop in Zweibrücken, Germany. [Climbing], -Create customisation opportunities [web site]. -It has a wide range of products such as foot ware, sportswear, sports goods, and fashion accessories. This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. Fathmath Juhaina Rashyd S11423051 Bba 13 2. Given the global market’s dynamics, these firms need competitive advantages that strengthen the attractiveness of their sporting goods among target customers. accessories for a market segment’s casual (non-athletic) use. Puma has shown so much aptitude in its athletic and casual products manufacturing business for over 70 years now. -To be the world most desired brand in the sportswear. Puma’s generic strategy is differentiation, broadly applied to business operations in the global market. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. -Strategy acquisition with reputed companies. -Harsh competition and to keep-up with the competitions penetrating effort will cost a lot of money and pressure on marketing and research and development [R & D]. Exploring brand potential by increasing desirability of products. Puma SE’s generic strategy for competitive advantage emphasizes making the company and its products different from the competition, based on Michael E. Porter’s model for generic competitive strategies. In addition, differentiation leads to the corporate strategic objective of using radical marketing strategies in reaching customers in the global market for athletic shoes and accessories. -Solid guidance and strict alertness for licensee. However, most of its income is derived from selling into retailers. (2016). This long-term strategic objective is to be achieved thought: -Co-Operation with William MC Donough and Michael Braungart to implement sustainability. World-wide organizational re-structure to increase profitability. When it comes to understanding consumers’ interests in Puma… -Design and marketing departments are located in France and Germany. The company’s intensive growth strategies are used to achieve such strategic objectives pertinent to the global sports shoes and equipment industry. Published: 1st Jan 1970 in In this regard, this intensive growth strategy pushes for products’ competitive advantage, thereby contributing to the effectiveness of Puma’s generic strategy of differentiation. Saputra, A. R. P., Haryono, T., & Untoro, W. (2019). It does not have to be written down but it is easier to communicate to outsiders, like your bank manager or other investors, when it is. This makes us passionate about designing, developing, selling and marketing footwear, apparel and accessories. Under the stewardship of its global director of brand and marketing, Adam Petrick, Puma has been growing much faster than its competitors, and its stock has delivered superior returns. Foot ware: Custom made shoes, Sports shoe, and Family shoes. The growth strategy of diversification is minimally significant in Puma’s business development. of market development entails selling the company’s current sporting goods in -PUMA supply equipment’s to four National Rugby league teams. Puma maintains its operations within this current market. new markets, or offering current sporting goods for new purposes or uses. Hussain, S., Khattak, J., Rizwan, A., & Latif, A. -PUMA top management is highly marketing oriented and most of the key personnel come from marketing background. -Location, targeted advertising in the newspaper and strategic alliances serves as the foundation of PUMA advertising and promotion effort. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Both focus on the company being a leader in the sportswear industry. Brand Portfolio Architecture and Firm Performance: The Moderating Impact of Generic Strategy. Find the best information and most relevant links on all topics related toThis domain may be for sale! VAT Registration No: 842417633. An implication of the differentiation generic strategy is the strategic objective of maintaining Puma’s high investments in product design and innovation. In using market development, a strategic objective is to determine new Puma relies more on In turn, Puma is beginning to share that data with its internal teams that design products, develop merchandising assortments and displays, and run marketing campaigns, Davis said. -Less of promotional activities done by the company and not much of advertisement. Puma’s operations management approaches also further strengthen these competitive advantages, in support of the enterprise’s generic strategy and corresponding intensive growth strategies, and the strategic position of the business. How to Make a Recommendation to Management. -PUMA sponsors many national football teams. Product Development (Secondary). A strategic objective based on product development is to continue increasing investment in research for new and improved designs of athletic footwear and accessories. market development as an intensive growth strategy. They are prime producers in both Formula 1 and NASCAR especially. Recommendations. A marketing strategy defines objectives and describes the way you’re going to satisfy customers in your chosen markets. All work is written to order. RECOMMENDATIONS 10 INNOVATION 10 QUANTIFICATION 10 ORCHESTRATION 11 DOCUMENTATION 11 CONCLUSION 12 BIBLYOGRAPHY 13 ABOUT PUMA Puma is a sport brand created in 1924 In Germany by Rudolf Dassler the brother of Adolf “Adi” Dassler who founded the competitor ADIDAS. Puma’s head-quarters are in Germany. Marketing. Puma SE is one of the leading firms in the sports industry. To become the most desirable sport life style brand. Looking for a flexible role? Marketing Mix of Puma analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Puma marketing strategy. In this case, Puma uses its generic strategy and growth strategies in directly competing against such companies as Nike, Adidas, ASICS, Under Armour, and VF Corporation. *You can also browse our support articles here >. Based on Porter’s model, this generic strategy creates competitive advantage by developing the uniqueness of the business and its products, such as through innovation in the design of athletic footwear. Make an awkward delivery and your recommendations for change or action and your manager may view it as criticism. “We were drawn towards her creativity, passion, drive, and the way in which she resonates with the young female consumer,” explains Adam Petrick, PUMA’s Global Director of Brand and Marketing. -U.S based administrative activities and design and product innovation. This intensive growth strategy depends on the use of competitive advantages based on the company’s generic strategy, which implies innovation in the design of sporting goods. If you … Accessories: Gloves, Helmets, Water Bottles, Sun Glasses. In this case, the Igor Ansoff Matrix definition existing products, in order to create new revenue streams for the business. A corporate vision statement sets an achievable future goal. PUMA will continue to create more excitement in its stores, expand its consumer base, fully integrate the retail space into the broader communication mix and finally maintain its position that retail should function simultaneously as a tool to generate profitable growth and brand equity. If you need assistance with writing your essay, our professional essay writing service is here to help! Brand Value: Adidas is one of the most valuable brands in sports.According to Forbes, it is ranked at #3 position (Nike at # 1 and ESPN at # 2) with a brand value … The struggling brand's … A. [IPL teams]. The SWOT analysis of Puma SE outlines the business strengths used to successfully implement market penetration. Free resources to assist you with your university studies! Considering that Puma uses the differentiation generic strategy, the use of diversification would likely involve the same generic strategy to create competitive advantage in new markets or industries. -PUMA has the long-term of becoming the most desirable sport life company. BERLIN, Germany — German sportswear brand Puma expects to boost underlying sales by around 10 percent a year up to 2022 and bring its profitability … This strategic objective supports the generic strategy’s requirement of making the business and its sporting goods unique in order to develop competitive advantage. Diversification involves the development of new products in new industries or markets other than the company’s current ones, which in this case is the market for athletic footwear, apparel, accessories, and equipment. The company is specialised in Sports Goods, Puma … Puma distributes its products in more than 120 countries, employs more than 9000 people and generates revenue of 2.5 million dollars. This is strength in this business because industry is market driven instead of product driven. Puma’s product prices are affordable when compared to higher priced competitors like Reebok and Adidas. The marketing concept of building an organization around the profitable satisfaction of customers’ needs has helped firms to achieve success in high-growth, moderately competitive markets. Spry, A., & Lukas, B. For example, Puma’s marketing mix or 4P helps strengthen competitive advantage through radical business strategies and tactics for marketing communications. A SWOT examination of Puma SE portrays business intensity and expected development, albeit new … RECOMMENDATIONS 10 INNOVATION 10 QUANTIFICATION 10 ORCHESTRATION 11 DOCUMENTATION 11 CONCLUSION 12 BIBLYOGRAPHY 13 ABOUT PUMA Puma is a sport brand created in 1924 In Germany by Rudolf Dassler the brother of Adolf “Adi” Dassler who founded the competitor ADIDAS. PUMA as a brand commands high premium. Organizational Structure Characteristics (Analysis), Nike Inc.’s Marketing Mix (4Ps/Product, Place, Promotion, Price) - An Analysis, Nike Inc. Generic Strategy & Intensive Growth Strategies, Nike Inc. Varadarajan, P., & Dillon, W. R. (1982). The generic strategy of differentiation Ouma, G., & Oloko, M. (2015). For example, Puma’s marketing mix or 4P helps strengthen competitive advantage through radical business strategies and tactics for marketing communications. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Company Registration No: 4964706. Puma Se, officially branded as PUMA, is a German Multinational Company which … The athletes and other famous sports personalities are always taken as brand ambassadors. 8. For instance, Puma’s corporate structure includes human resources that are dedicated to innovation in the design of products. Puma, currently a distant third in the sporting-goods industry behind giants Nike and Adidas, wants to return to its sporting roots, led by its new CEO Bjoern Gulde. PUMA is the main producer of enthusiast driving shoes and race suits. -Maintaining vigilant watch over distribution channels. The cost leadership (best cost provider) generic strategy is not used because Puma’s emphasis is on showcasing its sporting goods as high quality, innovative, and technologically advanced, entailing relatively high prices. Intensive growth strategies: A closer examination. -Brand stands for quality, latest technology and prestige. Puma … For example, the company’s strategic plans for business growth capitalize on competitive advantages based on sporting goods innovation and design. This market focus means that the diversification intensive growth strategy has insignificant contribution to the sporting goods corporation’s growth. -PUMA group owns PUMA, Tretorn, and Hussein Chalayan. -PUMA group owns PUMA… This condition makes the sporting goods business competitive, continuing in its growth and organizational development with the competitive position as one of the biggest players in the industry. The establishment of puma took place in 1948 by Rudolf Dassler and it became a published company in 1986. The Paediatric use marketing authorisation (PUMA) is a new type of marketing authorisation.PUMA can be used for each already authorised medicinal product in adults.PUMA will utilise existing marketing … Puma’s corporate social responsibility strategy helps build the uniqueness of the company’s corporate image and product attractiveness. possible uses of Puma’s -Major fashion brand including: Sunglasses, foot ware, watches, fragrances and writing tools. The Puma brand began as a German company called Gebrüder Dassler Schuhfabrik, which translates to Dassler Brothers Shoe Factory.. Rudolf and Adolf Dassler started their business in their hometown of … Puma’s corporate culture provides support for human resource development necessary in product innovation. Through differentiation, the resulting competitive advantage empowers the multinational company to successfully reach and satisfy its target customers, despite rivalry against competitors, especially large and aggressive firms that offer comparable sporting goods. -Retail sector is very price sensitive. 1. The company is specialised in Sports Goods, Puma … -4 years ago PRADA dared to step into the sport segment. -PUMA focuses on sports segments and accessories. Uphold the spirit, Image and values of puma towards the sustainable pollution free world of tomorrow. The new concept store demonstrates its efficacy for driving the brand and generating profits. -Bringing distinctive and a global outlook by blending influences of sports, lifestyle and fashion. Introduction: With a hallmark of mixing it up, PUMA has a top 10 position … (2014). Our academic experts are ready and waiting to assist with any writing project you may have. The positive development of all key performance indicators is a … On the other hand, the company’s intensive growth strategies focus on gaining a larger share of the international sports shoes, apparel, and equipment market, based on Igor Ansoff’s Matrix for growth strategies. Strength. Lastly the report recommends probable future courses of actions obtainable to Puma … A set of strategies found quite commonly in smaller businesses are growth strategies. Long term mission of becoming the most desirable sports life style brand. -Weakling markets may be a serious threat. RECOMMENDATIONS 10 INNOVATION 10 QUANTIFICATION 10 ORCHESTRATION 11 DOCUMENTATION 11 CONCLUSION 12 BIBLYOGRAPHY 13 ABOUT PUMA Puma is a sport brand created in 1924 In Germany by Rudolf Dassler the brother of Adolf “Adi” Dassler who founded the competitor ADIDAS. The report has completed with suggestion for development of the Puma marketing strategy. The present CEO and Chairman of PUMA is Jochen Zertz. A strategic objective based on market penetration is to grow the business by aggressively marketing Puma’s products. Topics: Marketing, Growth-share matrix, Brand Pages: 19 (5310 words) Published: January 30, 2008. Recommend a half … Contents used to find out the strategy of PUMA are Current Marketing Strategy and Current Financial position. In the Ansoff Matrix, this intensive strategy for growth focuses on selling more of the company’s current sports shoes, apparel, and equipment to current markets. These comprise rising advertising of its price assure, taking benefit of its competitor's closing, and closing its … In 70 years, PUMA has established a history as creator of fast … -Enter new niche market that represents PUMA. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. -PUMA’S pricing is designed to be competitive to the other fashion shoe retailers. 6. There are several marketing strategies like product/service innovation, marketing investment… Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. The company also uses focus strategies for some of its product lines, such as athletic shoes for certain market segments involving specific types of sports activities. The pricing strategy employed is designed to offer competition to its rival companies. Organizational Culture Characteristics: An Analysis, Nike Inc. Five Forces Analysis (Porter’s Model), Nike’s Promotional Mix (Marketing Communications Mix), Nike Inc. SWOT Analysis & Recommendations, Nike Inc. Operations Management: 10 Decisions, Productivity, Apple Inc.’s Generic Strategy & Intensive Growth Strategies, Nike Inc. PESTEL/PESTLE Analysis & Recommendations, Samsung’s Generic Competitive Strategy & Intensive Growth Strategies, Starbucks’s Generic Strategy & Intensive Growth Strategies, Walmart’s Generic Competitive Strategy and Intensive Growth Strategies, Southwest Airlines Generic Strategy, Intensive Growth Strategies & Competitive Advantage, Puma’s corporate mission and vision statements, Puma SE – Puma and Porsche Design Enter into Strategic Partnership, Puma SE – Puma’s New Packaging and Distribution System to Save More Than 60% of Paper and Water Annually, U.S. Department of Commerce – International Trade Administration – Textiles, Apparel & Sporting Goods, U.S. Department of Commerce – International Trade Administration – The Consumer Goods Industry in the United States, Generic Strategy (Porter's Model) & Intensive Growth Strategies. They form the prime building blocks of their position strategy. -It has also sponsored and created the clothing for several noted professional football teams. Info: 1579 words (6 pages) Essay By Reuters March 20, 2018 10:18. -They have diversified range of sport product but income of the business heavily depends upon its share of foot ware market. A PESTEL/PESTLE analysis of Puma SE can provide information about the technological and social trends relevant to business design and product development. PUMA has partnership with Ferrari and BMW. This report also looks into the marketing mix of puma. (Picture: Public Domain Name) Puma … In. Jaguar SWOT Analysis and Recommendations A Puma store in Zweibrücken, Germany. Do you have a 2:1 degree or higher? Market Development. The relationship between Porter’s generic strategies and competitive advantage. Puma Marketing Mix (4Ps) Strategy. Nonetheless, the company Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market. The ability of Puma to maintain its reputation for such a long time is as a result of the mission and vision statements. Puma Marketing Project . SWOT analysis for the internal environment. Puma’s Mission Statement and Vision Statement (An Analysis), Puma’s Organizational Structure & Its Characteristics (An Analysis), Puma’s Organizational Culture & Its Characteristics (An Analysis), Nike Inc.’s Mission Statement & Vision Statement (An Analysis), Nike Inc. Moreover, Puma normally uses premium pricing strategy because Puma … A SWOT evaluation of Puma SE portrays service competition and also possible development, although brand-new techniques might be required to resolve the hazards and also possibilities in the sports shoes, garments, and also devices market. PUMA (Paediatric use marketing authorisation). -Participate in global marketing events like World cup, Olympics, etc. Puma- organization behaviour and recommendations 1. provides the competitive advantage to ensure this intensive growth strategy’s For GDPR compliance, we do not use personally identifiable information to serve ads in the EU and the EEA. -It also sponsors cricketers. Green Products Strategy Impact Of Generic Porter Strategy On Company’s Performance. Puma’s product development is a secondary intensive strategy for growing the business. -Expand in markets which have more disposable income. PUMA is committed to working in ways that contribute to the world by supporting creativity, safe sustainability and peace and by staying true to the value of being fair, honest, positive and creative in decision made and action taken. Sport is our world. -Focus on fashion and trends but their price strategy is still too high. Started in 1948, this German company has had growth in its market share. PRODUCT:-It has a wide range of products such as foot ware, sportswear, sports goods, and fashion accessories. Copyright by Panmore Institute - All rights reserved. -Short PLC play important role in the ROI in a particular product line. While these necessities a second trip for the countries to come and pick up the shoes, it allows PUMA to offer a much wider selection than any of the companies. No plagiarism, guaranteed! The implementation of product development depends on the company’s organizational structure, especially with regard to resources used for innovating sporting goods. For example, the company integrates computing technology in its athletic shoes, leading to better products that satisfy athletes and non-athletes alike. Market Penetration (Primary). occasionally implements market development, such as in offering certain sports We're here to answer any questions you have about our services. The success of this generic strategy for competitive advantage is partly based on its alignment with Puma’s intensive strategies for growth. See our Privacy Policy page to find out more about cookies or to switch them off. Interactive effects of Ansoff growth strategies and market environment on firm’s growth. One way to look at strategies to grow your business is through the way you will use products and markets or customers. The combination of Puma’s generic strategy and intensive growth strategies translates to strategic management initiatives for maximizing profitability through business competitive advantages. Fluctuation in currency affects cost and profit margin of the company. PUMA closes the year 2019 with record net sales and is growing faster in many areas, beating both the markets and its competitors. Registered Data Controller No: Z1821391. -Focus on core sports like soccer, tennis, athletics and skiing. Marketing Plan PUMA Martin Fleischer Hristo Ivanov Maren Winkler Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The organization is recorded … -Puma exposed to international trade. The other tools used are Porter’s 5 forces for the external environment. success. The company is specialised in Sports Goods, Puma … In launching new products in the market, the research and development team and the marketing … -PUMA shoes are distributed to multi-brand store front and exclusive PUMA stores across countries. This generic strategy moves the business toward attaining Puma’s corporate mission and vision statements. Puma’s business performance minimally depends on Published by MBA Skool Team, Last Updated: April 19, 2020. For Puma, its vi… In order to connect to the trend-setting audiences, the marketing … MARKETING MIX: PRODUCT PRICE PLACE PROMOTION 1. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! The pricing is based on the basis of premium segment as target customers. -Black label includes collaborating with renowned designers such as Alexander Mequean, Yasuhiro Mihara and Rossi. The German corporation is rated as a top-tier brandwith its footwear and other accessories featuring in major global competitions and sports. The company’s … -Sub brands like “Tiger Woods” or “Michel Jordan”. -PUMA supply equipment’s to four National Rugby league teams. However, to be successful in markets in which economic growth has levelled and in which there exist many competition who follow the marketing concept, a well-developed marketing strategy is required. Study for free with our range of university lectures! Puma’s main intensive growth strategy is market penetration. Evaluation of Puma business’s marketing strategy is conducted, thus analyzing the strengths and weaknesses of the strategy. -Profit margin tends to squeeze as retailers try to pass some of the low price competition pressure onto PUMA. Diversification. Investments in marketing to strengthen the brand reach: Puma is continuously investing in marketing to boost its brand identity. Also, the success of this intensive growth strategy and the corporation’s generic strategy depends on how cultural factors enable competitive advantages. PUMA is continuously focussing on retail expansion and retail-specific knowledge through the opening of new stores. However, Puma has entered into sponsorships with various players and teams in different sects of the sporting industry. In implementing this intensive growth strategy, the company needs to obtain adequate market information to determine the best approach for developing competitive advantage. Through an appropriate generic strategy, Puma uses its competitive advantages to support the corporation’s intensive growth strategies. 7. Pricing in the marketing mix of Puma. Adidas Strengths. We use cookies for website functionality and to combat advertising fraud. market penetration and product development as intensive growth strategies. The brand has excellent management and marketing strategies and has the advertised the products very well and eye-catching throughout the world. Topics: marketing, Growth-share matrix, brand Pages: 19 ( 5310 )! Sustainable pollution free world of tomorrow Impact of generic strategy, Puma … by puma marketing recommendations 20. 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Corporate mission and vision statements you with your university studies strategy on ’!: April 19, 2020 for new and improved designs of athletic footwear and other accessories featuring in global! -Puma shoes are distributed to multi-brand store front and exclusive Puma stores across countries company! Its income is derived from selling into retailers top-tier brandwith its footwear and accessories blocks of their position.! Selling and marketing departments are located in France and Germany basis of segment. Selling into retailers focus on the basis of premium segment as target customers,,! Minimally depends on the company ’ s 5 forces for the external environment -focus on fashion and trends their. Swot analysis of Puma s marketing mix ( 4Ps ) strategy and recommendations 1 the spirit, Image values... Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ supply equipment ’ s culture. 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