Puma Marketing strategy

Docs en anglais | 15 pages | 30-09-2008 | Format : | Note : Non noté

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Résumé

The sports market is historically dedicated to sportspeople that pursue highly ambitious athletic goals. This type of customer look after reliable and innovative products that are adapted to their own sport requirements. With the democratization of sports activities, a new target appeared: people who want to relax from their everyday working life. These people need far less sophisticated products and they have less money to invest.
Sports companies need to address both professional and leisure markets.

According to Miuccia Prada, people dress up formally only on special occasions and wear sportswear in everyday life. This trend appeared a few years ago and has developed very fast. Sports and fashion products mix together. Customers look for customized and trendy products; that is why the major luxury good producers such as Prada or Diesel introduced their own sportswear collection. People want products that combine functionality and stylish appearance; they are very in touch with celebrities and trendsetters. They are ready to pay the price to be "in". The major fashion trend is the "retro look". Companies relaunch items of the 70s or 80s refining them with the help of designers.
The key point to remember is the target need to differentiate; they seek brand exclusiveness.

Table of contents:

1. What is the competition like in the international sport apparel industry? How intense is the competition? Why is the supply side of the industry so fragmented?

2. What are the strengths, weaknesses and Puma's situation?
What is your assessment of Puma financial situation? How well does it compare with the financial performance of the others companies shown in the case? Why is Puma able to be so profitable in such a mature industry?

3. Compare the competitive strengths of the six major competitors in the following categories: breadth of product line, brand power, financial strength, and product appeal.

4. What strategic options do you see for Puma to continue improve its position?

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