Puma Footwear Essay

BM3399 Strategic Management

Analysis of PUMA’s Footwear and its Competitive Environment, and Recommendation of a Strategy

Table of Contents

1. Introduction 2

2. Internal Environment 2 3.1. Resources and Competencies 2 3.2. VRIO Analysis 3 3.3. Value Chain Analysis 3

3. External Environment 3 4.4. Analysis of Macro-Economic Environment - PESTLE 3 4.5. Porter’s 5 Forces 5 4.6. Industry Life Cycle 6 4. Summary of Current Analysis - SWOT 6

5. Scenario Analysis 7 6.7. Planning Horizon 7 6.8. Factors of Uncertainty 7 6.9. Scenario Planning 8 6.10. Future Porter’s 5 Forces 9 6.11. Future VRIO 9 6.12. Future SWOT 10

6. Future Strategies 10 7.13. TOWS Matrix’s 10 7.14. Strategies 11

7. Detailed Strategies 12 8.15. SAFe Analysis 12 8.16. Strategy Implementation 12

References 14

Appendices 20

1. Introduction
PUMA SE is one of the top leading sport manufacturers. The company is specialising in wholesale and retail of footwear, apparel and accessories. The company has gone through a challenging, but rich history and various issues were diagnosed along the way. As it is known, global athletic footwear market was worth USD 74.7 billion in 2011 (Transparency Market Research, 2012). In this paper PUMA’s footwear is going to be analysed in order to suggest strategies to the company to increase their share in the market. Evaluated and suggested strategies are listed at the end of the report. 2. Internal Environment
In this section the internal environment is analysed using strategy management tools.
2.1 Resources and Competencies
The table outlines