Natalia Varela Donado

Stephanie Heinrich
Duane Jones
Denis Leontievsky 12/07/2010
 Agenda
• Fun Facts
• Defining PUMA
• Transnational Strategy
• Critique of the Transnational Strategy
• Recommendations
 Fun Fact 1

Rudolph Alfred
Käthe
 Fun Fact 2
• Two brothers: Germany in the 1920s
• DISPUTE:
– Affair.
– Dipping into the till.
– Credit for first screw-in shoes.
• Two companies: Adidas (Adi Dassler) and
Puma (originally named Ruda
• (Herzogenaurach): Town of “bent necks”
Fun Fact 3
 Fun Fact 4
The “Pele Pact”

1970 FIFA World Cup

$120,000
 Defining PUMA
• 1924: Foundation of “Gebrüder Dassler Schuhfabrik”,
by Rudolf and Adolf Dassler
• 1948: The brothers split their business
– Alfred: Addidas
– Rudolf: Ruda
• 1948: Ruda is changed to Puma Schuhfabrik Rudolph
Dassler
• 1986: Puma becomes a public company
• 1993: Jochen Zeitz takes over as CEO.
PUMA Products
PUMA Main Subsidiaries
 PUMA Transnational Leveraging
• Heritage: sports sponsor, apparel
and athletics gear
• Turnaround in the 90s: combine
sports and fashion
• Continue to stand-by successful
athletes and teams
 Transnational Strategy
• Support in the sports heritage
• Fame and fashion icons
• Stores in fashion epicenters around the world
• Acquisitions in Europe
• Support sports that are recognized
and followed across the globe
 Critique
• Learning from international exposure:
new markets, new strategies implemented
• Multinational flexibility: leveraging political
risks
• Global scale efficiency: friendly buyout by PPR
 Recommendations for Strategic Change

1. Change regional focus

 Recommendations for Strategic Change

2. Identify goals consistent with the strategy

“Puma is positioned as a sportlifestyle brand that takes

pleasure in skillfully combining sports and lifestyle influences
and which strives to contribute to a better world.” (2009
Annual Report)
 *Subsidiary of Adidas

FASHION SPORTLIFESTYLE PERFORMANCE

 Recommendations for Strategic Change

3. Enter outdoor sector market

 Recommendations for Strategic Change

4. Develop long-term relationship with PPR

Questions?