Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis...
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Transcript of Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis...
Section B Group 8Section B Group 8
Oscar Bernaldez / Pablo Franzini / Masa Oscar Bernaldez / Pablo Franzini / Masa KijimaKijima
Alessandro Piloni / Nikolaos Platis / Iris Alessandro Piloni / Nikolaos Platis / Iris TangTang
Do you know PUMA?
Agenda
PUMA at a glancePUMA at a glance
HistoryHistory
Market AnalysisMarket Analysis
The Value ChainThe Value Chain
SWOTSWOT
PUMA in Our CountryPUMA in Our Country
The FutureThe Future
Glory, Collapse…and Rise
Founded in 1948
Rapid Growth in 1970s
Financial crisis in 1988
Phase I : 1993-1996
Restructuring Finance
Phase II : 1997-2001
Repositioning Brand
Consolidated Group Profit
0
20
40
60
80
100
120
140
160
180
Restructuring InvestmentMomentum
10M€
0
200
400
600
800
1000
1200
1400
1600
1999 2000 2001 2002 2003
Africa/MiddleEast
America
Asia/Pacific
Europe
Worldwide Brand Sales by Region
Million €
Worldwide sales by segment
0
200
400
600
800
1000
1200
1400
1600
1999 2000 2001 2002 2003
Accessory
Apparel
Footware
Million €
CompetitorsHigh qualityWinning image
Form follows functionBrand for the family
Grow through distribution
Fitness and exercise
Industry Analysis
Entry/Exit Barrier
Threat ofSubstitutes
Bargaining Powerof Suppliers
Bargaining Powerof Buyers
IndustryCompetition
Industry Analysis
Entry/Exit BarriersEntry/Exit Barriers
LOW(Entry) : For Apparel Market
HIGH : For Footwear Market HIGH : Brand recognition and Customer Loyalty
LOW (Exit) : Outsourcing in Manufacture
Non-durable Products
Seasonable Consumption
IndustryCompetition
Threat of Substitutes
Bargaining Powerof Suppliers
Bargaining Powerof Buyers
SMALL: Daily consumption
Lifestyle dress
Other
consumption
Entry/Exit Barrier
Threat ofThreat ofSubstitutesSubstitutes
Industry Analysis
IndustryCompetition
Bargaining Powerof Suppliers
Bargaining Powerof Buyers
LOW: Low Cost Labors Over supply of raw material Manufacture sites
HIGH: Designer Fee
Bargaining PowerBargaining Powerof Suppliers of Suppliers
Industry Analysis
Entry/Exit Barrier
Threat of Substitutes
IndustryCompetition
Bargaining Powerof Buyers
HIGH: Low Switching Costs
Price Transparency Retailer
Bargaining PowerBargaining Powerof Buyers of Buyers
Industry Analysis
Bargaining Powerof Suppliers
IndustryCompetition
Entry/Exit Barrier
Threat of Substitutes
High: No Price Competition Brand Image
Product Differentiation
Global Competition + Local Taste and
Culture IndustryIndustry
CompetitionCompetition
Industry Analysis
Bargaining Powerof Suppliers
Entry/Exit Barrier
Threat of Substitutes
Bargaining Powerof Buyers
The Value Chain
R&D : Technology and Fashion Production: 100% Outsourced Brand : Positioned between Sport and Casual D&R : Carefully Selected Partners + Own Shops
Research&
Development (2.6%)
SourcingProductionLogistics(56.4%)
Distribution&
Retail
Brand Management
(13.7%)
Marketing Strategy
ProductMicro SegmentationCameroon National teamNiche sports: Cricket, F1Nuala
PromotionChannels: Personalities Sponsorships Advertising
Price
Unpopular & Cheap in 80’s
Different from OthersPremium Price
PUMA Faces
Value, Cost, & Speed
ValueValue Unique, Stylish and trendy Unique, Stylish and trendy
productsproducts CostCost
Production outsourcedProduction outsourced
SpeedSpeed Catch new trendCatch new trend Exploit new nichesExploit new niches
What are Strengths of PUMA?
What are Strengths of PUMA?
Strong Brand AwarenessAppealing and Innovative ProductsInternational Management TeamS W
O T
What are Weaknesses of PUMA?
Strong Brand AwarenessAppealing and Innovative ProductsInternational Management Team
High dependency on
trends
Big part of revenues
come
from Western Europe
Less Financial muscles
than
Nike and Adidas
S WO T
What are Opportunities of PUMA?
ROOM to exploit Lifestyle Market MARKET for Accessories with High MarginsNew Markets
Strong Brand AwarenessAppealing and Innovative ProductsInternational Management Team
High dependency on
trends
Big part of revenues
come
from Western Europe
Less Financial muscles
than
Nike and Adidas
S WO T
What are Threats of PUMA?
High dependency on
trends
Big part of revenues
come
from Western Europe
Less Financial muscles
than
Nike and Adidas
ROOM to exploit Lifestyle Market MARKET for Accessories with High MarginsNew Markets
Sudden shift in tastes
Puma’s business
depends
on retailers
Strong Brand AwarenessAppealing and Innovative ProductsInternational Management TeamS W
O T
PUMA in Our Countries
Europe: Large Market Penetration
Argentina: License and Imports
Japan: Removed License and New
Strategy
China: Small Market Penetration
Keep on Running
Stay on The Same Track
Exploit better the Accessories and
Apparel
Create New Brands for New Niches
Expand to Fashion Sensitive
Countries
??