Puma is a sports and lifestyle company founded in 1948 that produces footwear, apparel, and accessories. It has approximately 4,500 employees and distributes products to 80 countries. Puma aims to become the most desirable sportlifestyle company through strong brand presence in sports and fashion, innovative high-quality products, and extensive distribution networks. While competition is high, Puma has strengths in brand recognition, sponsorships, international strategy, and experience in research and development that it can leverage for growth opportunities. Major competitors include Adidas and Nike, which have larger financial resources, and fashion brands entering the sports market like Prada and Diesel. Financial results from 2004-2006 show sales and gross margins increasing.

1. Marketing Plan PUMA Martin Fleischer Hristo Ivanov Maren Winkler

8. SWOT Analysis Imitation of products Comparable lower financial resources High competition Distribution system Actual economic situation Missing sport segments Threats Weakness Sponsorships International Strategy Acquisitions Management Technology Branding Fitness hype Experience in R&D Opportunities Strengths

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