![Page 1: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/1.jpg)
![Page 2: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/2.jpg)
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
![Page 3: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/3.jpg)
Do you know PUMA?
![Page 4: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/4.jpg)
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
![Page 5: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/5.jpg)
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
![Page 6: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/6.jpg)
Consolidated Group Profit
0
20
40
60
80
100
120
140
160
180
Restructuring InvestmentMomentum
10M€
![Page 7: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/7.jpg)
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 €
![Page 8: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/8.jpg)
Worldwide sales by segment
0
200
400
600
800
1000
1200
1400
1600
1999 2000 2001 2002 2003
Accessory
Apparel
Footware
Million €
![Page 9: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/9.jpg)
CompetitorsHigh qualityWinning image
Form follows functionBrand for the family
Grow through distribution
Fitness and exercise
![Page 10: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/10.jpg)
Industry Analysis
Entry/Exit Barrier
Threat ofSubstitutes
Bargaining Powerof Suppliers
Bargaining Powerof Buyers
IndustryCompetition
![Page 11: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/11.jpg)
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
![Page 12: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/12.jpg)
SMALL: Daily consumption
Lifestyle dress
Other
consumption
Entry/Exit Barrier
Threat ofThreat ofSubstitutesSubstitutes
Industry Analysis
IndustryCompetition
Bargaining Powerof Suppliers
Bargaining Powerof Buyers
![Page 13: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/13.jpg)
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
![Page 14: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/14.jpg)
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
![Page 15: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/15.jpg)
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
![Page 16: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/16.jpg)
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%)
![Page 17: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/17.jpg)
Marketing Strategy
ProductMicro SegmentationCameroon National teamNiche sports: Cricket, F1Nuala
PromotionChannels: Personalities Sponsorships Advertising
Price
Unpopular & Cheap in 80’s
Different from OthersPremium Price
![Page 18: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/18.jpg)
PUMA Faces
![Page 19: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/19.jpg)
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
![Page 20: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/20.jpg)
What are Strengths of PUMA?
![Page 21: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/21.jpg)
What are Strengths of PUMA?
Strong Brand AwarenessAppealing and Innovative ProductsInternational Management TeamS W
O T
![Page 22: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/22.jpg)
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
![Page 23: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/23.jpg)
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
![Page 24: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/24.jpg)
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
![Page 25: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/25.jpg)
PUMA in Our Countries
Europe: Large Market Penetration
Argentina: License and Imports
Japan: Removed License and New
Strategy
China: Small Market Penetration
![Page 26: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/26.jpg)
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
![Page 27: Section B Group 8 Oscar Bernaldez / Pablo Franzini / Masa Kijima Alessandro Piloni / Nikolaos Platis / Iris Tang](https://reader034.vdocuments.net/reader034/viewer/2022051316/5697bfb61a28abf838c9df78/html5/thumbnails/27.jpg)
??