Puma Marketing Project

Introduction:

With a hallmark of mixing it up, PUMA has a top 10 position in the global sporting goods market. We have distinguished ourselves from the competitive landscape and strengthened our hold in our consumer's life. Puma has risen fast to attain sixth place in the global sportswear market, doubling its annual profits in one year. Dedicated to delivering cutting edge products and a long-term growth plan are key drivers in our longevity which result in our ability to anticipate the market's needs. As we will continue to stay true to our objective and expand our innovative ideas, we are confident that 2005 will be another rewarding year for PUMA. The following contains our internal analysis, external analysis, DAFO Analysis, fixed objectives of the plan, basic strategies, marketing plan, and plan of action and finally our Process and control plan.

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Mission:

Puma's mission is twofold because it incorporates both a brand mission and a corporate mission. The brand mission is to become the most desirable Sportlifestyle brand," and the corporate mission is "to be the first truly virtual sports company." The two will be discussed in further detail below.

Brand:

We have taken significant steps toward achieving our brand strategy/mission by fusing the creative influences from the world of sport, lifestyle and fashion. Implementing the brand strategy/mission involves maintaining vigilant watch over our distribution channels, making certain that we maintain the high level of desirability necessary for sustainable growth. Similarly, in areas where growth is desired, we strive to