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PUMA SWOT ANALYSIS
Mattia Balasso 5^ERIM
PUMA today
Nowadays, Puma is a german multinational corporation that designs and manufactures athletic and casual footwear, apparel and accessories, which is located in Herzogenaurach, Bavaria, Germany. It is the third largest sportswear manufacturer in the world after Nike and Adidas.
How did it all start?
Puma headquarters in Herzogenaurach
The company was founded in 1948 by Rudolf Dassler. In 1924, Rudolf and his brother Adolf had jointly formed the company "Gebrüder Dassler Schuhfabrik" (Dassler Brothers Shoe Factory). The relationship between the two brothers deteriorated until they agreed to split in 1948, forming two separate entities, Adidas and Puma.
What does Puma manufacture?
Puma specializes in design and production of athletic and casual footwear, apparel and accessories.
Puma has a long history in the sportswear market.
Puma offers a wide range of products across footwear, apparel and accessories.
Puma invests in research and development to improve product technologies.
Puma has established successful partnerships with top athletes, sports teams and celebrities.
Puma has a well-developed distribution network, including retail stores, e-commerce platforms and third-party retailers.
Puma operates in a highly competitive market, with Nike and Adidas dominating the industry.
Puma holds a smaller market share than its main competitors.
Puma relies on third-party manufacturers located in Asia to produce its products.
Puma has been slower to adapt to emerging market trends.
Puma is not very present in some emerging markets, like China and India.
There is significant potential for growth in emerging markets, where the demand for sportswear is increasing.
The global e-commerce market is proliferating, providing opportunities to increase online sales and reach more customers.
The athleisure and casual wear segments have experienced significant growth in recent years.
Puma could use more sustainable materials and reduce the environmental impact of its supply chain.
Puma operates in a highly competitive industry, which puts pressure on its market share and pricing.
Economic instability in key markets could hurt the company's sales and revenue.
Political instability, natural disasters or trade disputes can lead to increased production costs and delays.
Counterfeit products damage companies' brand reputation and negatively impact sales. For this reason, it is essential to take measures to combat counterfeit goods.