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Title: PUMA AG

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Subject: Business
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Date: November 5, 2002
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Length: 2 / 410
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International Sportswear Industry Footwear Apparel Accessories Monopolistic Competition Many rivals Heterogeneous products High product differentiation Major Players Nike, Adidas, Reebok, Puma, Fila Five-forces Analysis Suppliers Yue Yuen ? World's Largest Manufacturer of Brandei Footwear Buyers Retailer Distributors: 70% Outsorced Tretorn Licensees New Entrants High Entry Barriers ? Experience Ys very important Substitutes Increasing Rivals (Highly fragmented global market ) Adidas, Nike, Reebok, Fila, Prada Sport, Diesel Footwear market : Nike market leader ? Puma 7th Apparel Market : Nike market leader ? Puma 16th Competitive Strength Virtualized Company : Outsourcing major activities Has regional hubs Dynamic position to capture regional difference A fully multinational companies ( No dominated culture ) Innovation : Cell Technology - Foam Free Midsole technology Financial Resources ROA 1999 / 2% 2000 / 3% 2001 / 6% 2002 / 9% ROE 2002 / 33% Gross Profit 2002 / 44% Current Ratio Quick Ratio 2002 / 2,3 2002 / 1,4 Debt to Equity Debt to Assets 2002 / 1,1 2002 / 0,5 Financial Resources ROA (2002) Nike / 7% Adidas / 3% Reebok / 4% Puma / 9% ROE (2002) Nike / 17% Adidas / 21% Reebok / 17% Puma / 33% Gross Profit (2002) Nike / 39% Adidas / 43% Reebok / 37% Puma / 44% Strategies/Generic Strategies Focus yn to Nyche markets: Attractive growth rate Revival of Puma's brand Making Puma profitable: Cost efficient in production Outsourcing Production to Asia and Turkey Focus to Core Competencies Positioning Puma as a high value brand Corporate Strategy Give importance to R&D Brand Strategy Sport, Lifestyle and Fashion First Mover Market Trends Incrasing Growth rate in appearel products market in America and Asia Fast growing footwear market still in Europe Orientation towards high value and lifestyle oriented products Convergence of sports and fashion products Increasingly difficult to recognise major trends (High level of diversity) SWOT STRENGTHS First mover Innovative Succesfull to combine fashion with supports Truly multinational Strong logistics skill through regional hubs Huge experience in sports markets Succesful in niche segments Strong financials WEAKNESSES High level of outsourcing Lack of direct distribution channels OPPORTUNITIES Increasing growth rate in apparel and accessories markets Innovation sensitivity of the market Existence of niches THREATS Maturity of the market Large numbers of substitudes Lack of distribution channels Counterfeit products Recommendations Focus on both apparel and accessoires market Increase direct sales channels-logistics need to be more efficient to decrease cost Puma and Benetton convergence can be considered Try to solve counterfeit problem

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International Sportswear Industry Footwear Apparel Accessories Monopolistic Competition Many rivals Heterogeneous products High product differentiation Major Players Nike, Adidas, Reebok, Puma, Fila Five-forces Analysis Suppliers Yue Yuen ? World's Largest Manufacturer of Brandei Footwear Buyers Retailer Distributors: 70% Outsorced Tretorn Licensees New Entrants High Entry Barriers ? Experience Ys very important Substitutes Increasing Rivals (Highly fragmented global market ) Adidas, Nike, Reebok, Fila, Prada Sport, Diesel Footwear market : Nike market leader ? Puma 7th Apparel Market : Nike market leader ? Puma 16th Competitive Strength Virtualized Company : Outsourcing major activities Has regional hubs Dynamic position to capture regional difference A fully multinational companies ( No dominated culture ) Innovation : Cell Technology - Foam Free Midsole technology Financial Resources ROA 1999 / 2% 2000 / 3% 2001 / 6% 2002 / 9% ROE 2002 / 33% Gross Profit 2002 / 44% Current Ratio Quick Ratio 2002 / 2,3 2002 / 1,4 Debt to Equity Debt to Assets 2002 / 1,1 2002 / 0,5 Financial Resources ROA (2002) Nike / 7% Adidas / 3% Reebok / 4% Puma / 9% ROE (2002) Nike / 17% Adidas / 21% Reebok / 17% Puma / 33% Gross Profit (2002) Nike / 39% Adidas / 43% Reebok / 37% Puma / 44% Strategies/Generic Strategies Focus yn to Nyche markets: Attractive growth rate Revival of Puma's brand Making Puma profitable: Cost efficient in production Outsourcing Production to Asia and Turkey Focus to Core Competencies Positioning Puma as a high value brand Corporate Strategy Give importance to R&D Brand Strategy Sport, Lifestyle and Fashion First Mover Market Trends Incrasing Growth rate in appearel products market in America and Asia Fast growing footwear market still in Europe Orientation towards high value and lifestyle oriented products Convergence of sports and fashion products Increasingly difficult to recognise major trends (High level of diversity) SWOT STRENGTHS First mover Innovative Succesfull to combine fashion with supports Truly multinational Strong logistics skill through regional hubs Huge experience in sports markets Succesful in niche segments Strong financials WEAKNESSES High level of outsourcing Lack of direct distribution channels OPPORTUNITIES Increasing growth rate in apparel and accessories markets Innovation sensitivity of the market Existence of niches THREATS Maturity of the market Large numbers of substitudes Lack of distribution channels Counterfeit products Recommendations Focus on both apparel and accessoires market Increase direct sales channels-logistics need to be more efficient to decrease cost Puma and Benetton convergence can be considered Try to solve counterfeit problem

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