Puma

1. Identify & adenine; evaluate strategy 1. Build a untouchable financial foundation a. Financial foundation * Accounting practices * Profit centers * Distribution oriented controlling * Decrease the film of working capital and AC 2. Transform lynx into an attractive sports brand b. High value brand * Cost-efficient * Lay-off 50% * Outsource to Asia & vitamin A; Turkey 2. Strength (short term) & weaknesses 1. Strengths * Ability to respond to the taste and need of customers * (product diversity) * (fashion/stylish appearance) convergence of sports and fashion products * (technology/functionality) Due to its extensive expertness and numerous innovations, Puma was widely accepted by professionals.

* cell-technology * descent with the designers * Sponsorship * Ability to predict courses (crickets) * Ability to set up trend ( luxuriousness product) Puma products were exposed in exclusive boutiques next to luxury brands such as Gucci and Prada Some product lines such as Nuala or Platinum were even sold in shops in concert with luxury brands like Prada or Escade * Strong values and philosophical system communicated to customers * Strong with media (music television channel MTV…) * Outsourcing (cost control) 2. Weaknesses a. Market share in 2000 (2.3%) b. Not wide enough retailing channels (too a great deal carefully selected) c. Cyclical industry d. Outsourcing (reputation and lack of control) e. Very weak in the US and Asia 3. Core competencies * Brand management * Innovation and R&D (capability to innovate efficiently) * Geographical diversity and hubs all over the world international management (adapt product to country culture) position: differentiation depends of activity (luxury => niche) recent moves (outsourcing, international, a little sharpness diversified)... If you want to get a full essay, order it on our website: Orderessay

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