Puma – Navigating the Athletic Apparel Industry

Puma, a renowned global sportswear and athletic footwear brand, has a rich history dating back to its founding in 1948 by Rudolf Dassler. Over the years, the company has evolved, adapting to changes in the marketing environment and successfully implementing various strategies to remain competitive in the dynamic athletic apparel industry.
About its product strategy, it markets different products in different countries depending on what people prefer more. It has retail stores, wholesale factories, central hubs, and central offices all over the world. And last but not least it has been promoting its products by celebrities and it even uses the latest digital platforms techniques for promoting its products.
In recent years, Puma has continued to grow and diversify. The company has signed sponsorship deals with some of the biggest athletes in the world, including Usain Bolt, Neymar, and Kylie Jenner. Puma has also expanded its product line to include a wider range of footwear, apparel, and accessories.

Today, Puma is a global brand with a presence in over 120 countries. The company employs over 14,000 people and generates annual revenue of over €5 billion. Puma is a successful and innovative company that is well-positioned for continued growth in the future.


1.1 Explain the processes that Puma can use to connect with its customers (25)

1.2 Why is it important for Puma to connect with its customers? (5)

Total word count: 450 – 500 words

Apply the five-stage model of the buying decision process to a Puma’s wider range of Apparel.

Total word count: 350 – 400 words


In the highly competitive sportswear and fashion market, how can Puma effectively address competition and drive growth? Explain what a competitive strategy is and further explore and explain the various growth strategies, including both expansion with new products and new markets. Provide specific examples of how Puma can implement these strategies to expand its presence in the industry.

Answers to Above Questions on Puma Case Study

Answer 1: There are different processes that can be followed by Puma in order to connect with its customers and build positive relationships with them. The most significant one include digital marketing and social media engagement which is crucial for Puma to consider in order to connect with its customer. The company can also make use of e-commerce in presence and customer loyalty programs in order to liaise with the customer directly.


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