L’Ecole Nationale Des Sciences Appliquées

Puma Company

Presented by: Encadred by:

Oumouss Meriem Mrs.Benjelloun
Boutaina Lahmame
Reda Lagmiri
Hind Nadif

Scholastic year: 2019/2020

 Outline:
Introduction
I. . Challenges of the company
II. . Solutions provided
Conclusion

Introduction:
Puma SE, branded as Puma, is a German multinational corporation that
designs and manufactures athletic and casual footwear, apparel and
accessories, which is headquartered in Bavaria, Germany. Puma is the
third largest sportswear manufacturer in the world. Where the number of
its employees is about 13000, The Company was founded in 1948 by
Rudolf Dassler.
Puma generated a global revenue of roughly 5.5 billion Euros.
Moving now to its location
The company has a few dozen small corporate offices around the world,
and four "international hubs": Boston, Massachusetts Hong Kong; Ho
Chi Minh City, Vietnam; and global headquarters in Herzogenaurach,
Germany.
Problematic:
So what are the challenges this company faces and what are the
solutions?
I.Challenges of the company
The challenge is to have the right products on offer and to stock them at the
right time to meet that demand instantly. This requires planning of the utmost
precision, especially when products have to travel great distances from production
site to delivery destination.
Moreover:
 High competition.
  Imitability of some products (shoes, apparel, and accessories).
 Low level of business diversification.

II.Solutions provided
Puma faces serval challenges that could threaten its position in the market.
Accordding to this Puma must find a solution, among the possible solutions
We mention:
 Reducing imitation and competition by innovation.
 Growth through strategic partnerships.
 Growth based on higher sporting goods market penetration in developing
economies.
 Growth in other markets or industries via business diversification.
Conclusion:
Despite the challenges that the company faces, it has managed to regain its
position and find solutions to its crisis.