1. PUMA COMMERCIAL

2. AGENDA Company Overview- Kyle Company History-Kyle
Footwear Industry- Lyndsey
Trends-Lyndsey
Global Issues- Lyndsey
Competitors- Coralee
SWOT- Blase

3. Company Overview
Puma’s hometown is Herzogenaurach, Germany The company distributes its products in more than 130 countries 2007 Revenues $3.8 billion Employees 9, concept stores

4. Company History
1924 Rudolf and Adolf Dassler start their first shoe company
1936 Olympics when Jesse Owens wears Dassler Shoes
1948 the brothers split the company into two separate shoes manufacturers
1986 Puma goes public on the on the Borse Munchen and Frankfort Stock Exchange

5. Company History Cont…
1989 Armin and Gerd Dassler sold their shares of stock
1990 Jochen Zeitz joined the company as the new CEO
Late 90’s Puma started to open subsidiaries in other countries

6. Store Pictures

7. Footwear Industry
Global Footwear Industry In 2007 was valued at $191.7 billion By 2012 expected to be valued at $248.9 billion European market represents the largest percent of the global market at 40.6% Germany is included in the European market

8. Footwear Industry
German Footwear Industry In 2007 was worth $11.1 billion By 2012 expected to be worth $12.8 billion Germany is part of the European market German Footwear market makes up 14.3% of the European market value

9. Trends
United States footwear market has seen a constant growth since men and children drove the athletic footwear market 2007 more women started by athletic shoes and the athletic shoe market saw a drop in sales to men and children

10. Global Issues
Puma has four virtual headquarters around the world The company insures that human rights, product safety, and environmental concerns. Puma is a proactive company and has established S.A.F.E- Social Accountability and fundamental environmental standards Part of the United Nations Global Compact (UNGC)

11. Global Issues Cont…
In 2007 Puma was accredited by the Fair Labor Standards Association The company has been rated by Greenpeace Puma outsources its production facilities to over 40 different countries

12. Main Competitors

13. Market Share

14. Nike US Based Company World Leader in Athletic Footwear Industry
Employs people world wide including Subsidiaries
2007 Revenues of 16 billion
Actions in Environmental Issues: Re-use a shoe Program
Why does Nike hold the number one position?
Dollars spent in advertising and Marketing
Sponsorship programs
Current actions of Nike

15. Adidas German based Company
Second leading company in the world for athletic footwear
Puma’s true rival
2007 Revenues of 15.6 billion
Purchase of Reebok in 2006
Actions in Social Responsibility
Red Ball – right to play
Sponsorship

16. Reebok Joseph Foster Gains popularity in 1980’s Sponsorship
Based out of the United Kingdom
Joseph Foster
Gains popularity in 1980’s
Sponsorship
Fair Labor Association 2004
Official foot wear sponsor for Avon-Walk around the world
Sponsoring $ in 2008

17. New Balance Head Quarters in Boston, US based company
Unlike all other competitors in this case analysis
70% of manufacturing occurs in the US
Located in 120 countries
Employs 2800 people
Unique for specializing in width
2007 revenue of 1.6 billion
Run Proud Campaign – fight against breast cancer

18. SWOT Analysis
Strengths Very high quality products Major Sponsor of NASCAR and Formula One Racing One of the leading sportswear and shoe companies in Europe

19. SWOT Analysis
Weaknesses Not the biggest shoe and apparel company in Germany Seem to not be able to attract famous athletes in the United States Advertising is not a major priority in the United States

20. SWOT Analysis
Opportunities Gain more of the market share of the NFL and NBA Emerging Asian markets are a big opportunity for growth The whole US is an opportunity for expansion and growth

21. SWOT Analysis
Threats Rising costs of raw materials Risk of counterfeit products being made illegally Intense competition is always a constant problem

22. Recommendations
Short-Term Focus greater attention to marketing and advertising Puma needs to meet the demands of growing markets Specialize products for needs and wants of baby boomers Develop a more user friendly website

23. Recommendations
Long-Term Focus on environmental issues Focus on a variety of sports markets Focus more on the United States and Asian Markets

24. Conclusion
Puma is a globally competitive company The company does an excellent job in advertising Puma needs to keep increasing their revenues and stay out of debt

25. Any Questions
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