INTRODUCTION
International marketing is a term which is vital for international organizations to accomplish market maturity in host country. When the firms start globalizing their role, it opts for strategies like joint venture, exporting, importing, mergers and acquisitions (Boone, 2012). Marketing mix of these organizations face new challenges which require a globalized approach to cover the company objectives. The reports center of attention is to discover the international marketing strategy of PUMA in the process of globalizing it; as a well known international sportswear brand (Armstrong, 2013).
PUMA the very famous sportswear brand around the globe
Puma is one among the most important and a well known German multinational firm that …show more content…
As after the split of the company into Puma and Adidas; Adidas was its major competition and threat it faced in its markets.
As it faced a tough competition in local markets it found new measures to react to the competition by promoting the products through the brand endorsement by many famous sports person and athletes of various countries to make Puma famous and also for providing sponsorship to football teams like BVB, Italia and Arsenal and also by increasing its distribution capacity to 120 countries around the globe.
Positives and Negatives of Globalization: -
Positives
● Reduction in labor cost: Globalization of business has benefitted Puma with a decrease in its labor cost. Asian countries are highly considered for the procurement of merchandise. Low cost in the expanse enables Puma to have provider with less cost incurred with distinctive and the best quality. Here, the negotiating power to reduce cost by Puma is more than the suppliers of Puma from this region. A contract manufacturing concept has increased the importance of the organization (Boone, …show more content…
Globalization of Puma has made it enter a new phase of business with the development of know- how and internet. It has opened the online showrooms with the customized product sales in the site. Supply chain of the organization comprises of wholesalers and (Whittington, 2011).
Market Penetration
Since the initial growth of Puma, Marketing campaigns are a of the key supports for the growth. Logo and the tagline based on the season inspire the customers more. Its recent promotional movement “faster forever” is considered as a successful campaign of Puma (Verbeke, 2013).
Innovative marketing campaigns
DTC was a step forward by Puma. It is performing better than the other selling methods. However it is a key benefit for the firm, it is having a low growth rate in comparison to its competitors. But the changes in its mission statement show its potential to improve and grow more and become a nightmare for other competitors. (Hooley, 2012).
Direct-to consumers
Life cycle of PUMA
Introduction stage: the venture was started by the Dassler brothers in their mother’s laundry even before the name Puma was established with a less capital investment and where the electricity conditions were
International marketing is a term which is vital for international organizations to accomplish market maturity in host country. When the firms start globalizing their role, it opts for strategies like joint venture, exporting, importing, mergers and acquisitions (Boone, 2012). Marketing mix of these organizations face new challenges which require a globalized approach to cover the company objectives. The reports center of attention is to discover the international marketing strategy of PUMA in the process of globalizing it; as a well known international sportswear brand (Armstrong, 2013).
PUMA the very famous sportswear brand around the globe
Puma is one among the most important and a well known German multinational firm that …show more content…
As after the split of the company into Puma and Adidas; Adidas was its major competition and threat it faced in its markets.
As it faced a tough competition in local markets it found new measures to react to the competition by promoting the products through the brand endorsement by many famous sports person and athletes of various countries to make Puma famous and also for providing sponsorship to football teams like BVB, Italia and Arsenal and also by increasing its distribution capacity to 120 countries around the globe.
Positives and Negatives of Globalization: -
Positives
● Reduction in labor cost: Globalization of business has benefitted Puma with a decrease in its labor cost. Asian countries are highly considered for the procurement of merchandise. Low cost in the expanse enables Puma to have provider with less cost incurred with distinctive and the best quality. Here, the negotiating power to reduce cost by Puma is more than the suppliers of Puma from this region. A contract manufacturing concept has increased the importance of the organization (Boone, …show more content…
Globalization of Puma has made it enter a new phase of business with the development of know- how and internet. It has opened the online showrooms with the customized product sales in the site. Supply chain of the organization comprises of wholesalers and (Whittington, 2011).
Market Penetration
Since the initial growth of Puma, Marketing campaigns are a of the key supports for the growth. Logo and the tagline based on the season inspire the customers more. Its recent promotional movement “faster forever” is considered as a successful campaign of Puma (Verbeke, 2013).
Innovative marketing campaigns
DTC was a step forward by Puma. It is performing better than the other selling methods. However it is a key benefit for the firm, it is having a low growth rate in comparison to its competitors. But the changes in its mission statement show its potential to improve and grow more and become a nightmare for other competitors. (Hooley, 2012).
Direct-to consumers
Life cycle of PUMA
Introduction stage: the venture was started by the Dassler brothers in their mother’s laundry even before the name Puma was established with a less capital investment and where the electricity conditions were