Puma Competitors

Within the third module (FAIS) of our study program, we chose a project group. Every project group were asked to provide a written report in which to analyse their chosen company in the perspective of financial analysts. We chose the company PUMA SE (in the following called ‘Puma’).
Puma is a sports clothes company with its main focus on sports shoes. The goal and strategy of Puma is ‘forever faster’ in all areas. A strength of Puma is their advertising through football teams. Pumas social media activities are a possible weakness, there are a lot less followers compared to competitors like Adidas and Nike.
In the following step we defined three important non-financial factors, which are customer satisfaction, competitors action and atmosphere.

The turnover of the footwear for Puma is nearly half of the whole turnover (43.2%). 37.1% are gained through clothes. And the rest (19.7%) by selling Accessories. Competitors of Puma are for example Nike, Asics and Adidas. The relationship between Puma and Adidas is special, because they were once one company - known as ‘Gebrüder Dassler Schuhfabrik’ - but became separated by a conflict between the founding brothers who ended up dividing the company and creating Puma and Adidas on their own.

The company is working under the slogan and strategy ‘forever faster’. For Puma this means that they want to be the ‘fastest’ sport company in all areas. They want to imply that if you wear Puma products while doing sport you will be ‘faster’ and therefore have an advantage. Their company logo, the animal puma, directly refers to this slogan and also to the adaptation to difficult circumstances, for example rainy or windy weather, as well as different soil conditions. Furthermore they want to be fastest at reacting to the market, developing new innovations, take fast decisions and get fast solutions for problems.
This is also an important goal of Puma. Being the fastest company is a difficult approach because nowadays the mass production is nearly always used and due to the globalization, not only by Puma, but also of their direct competitors, especially the very popular Adidas,

At the moment Puma has stores in more than 40 countries all over the world. To gain more value you should increase the number of stores. Especially in south america you have a lot of free capacity to open new stores. At the moment you can find Puma stores in south america except in Brazil. In the other parts of the world Puma is more spread on the continents. Doing so, Puma could reach more people all over the world and sell more than before. This idea can also include Pop-up-stores, which is a fairly new method to reach customers. Pop-Up-Stores are open for a limited time only and often offer special collections or events. Due to the limited time, it is easier to rent special locations and the customer will be able to experience a very special atmosphere and a different side of the company. Moreover for customers it feels more special to buy things in this environment, it supports the feeling that you have, when you have to buy something now because afterwards it might not be available anymore. This special way of shopping will animate the customer to buy more