Puma shoes big international global market development strategy
Puma shoes big international global market development strategy
Since its establishment over 60 years of history of international sports brand Puma, following the Nike and Adidas following the world's largest sports shoes, apparel and sporting goods manufacturers. However, air amx 24-7 60 years is not all plain sailing, which has faced near-collapse of the life and death. Puma is all up and down a clear business strategy so that it turned the corner, so that enterprise development track.
Market development with a global perspective on
As an international sporting goods company Puma from a global perspective on market development as the guiding ideology, the successful implementation of the global market strategies.
To implement this strategy for real intention, the company CEO to set an example first. Puma, CEO and Chairman Jochen Zeitz said in an interview: "As a global CEO, must have an open mind and a good education, we need to use every opportunity to understand the customs of different countries to better expand their horizons to adapt to diverse cultural backgrounds and improve their own practices. Thus, when the opportunity arises, you can grab it. "
Puma integration partners around through the power to make itself more international. As in different markets, expanding the depth not the same, the challenges are not the same, so in some areas of the Puma will also take on the strategic thinking of ways to make the appropriate adjustments to better adapt to the local.
Present, the Chinese market in the Puma has a significant global market position, Puma also made for this specific development goals: the development of sales outlets from 700 to 1,200 by 2008 to more than 1600 years of development; growth rate 2006, 100%, 50% in 2007, is expected to reach 40% in 2008; 3 years to achieve stable international sports top three in the Chinese market. Jochen Zeitz, said: "We will continue to increase investment in the Chinese market in order to seize market opportunities in China's rare."
In fact, China is also under a lot of international counterparts, but often do not own, which problem in the end that here? Jochen Zeitz, said: "the success of an enterprise does not mean it will be another experience to share and success of an enterprise. In fact, the road is not the same internationally. To successful, still need to spend a lot of time and investment, have the ability to comprehend. "
Products and channels, multi-pronged
Since 1993, Puma has achieved great development, in which the content, product development and channel development concept re-positioning to play an important role.
Puma will sport as an attitude toward life, always been the "sport of life" concept, the sports, leisure and fashion elements into, but also inherited a lot of traditional elements, air max ltd and ultimately to form a traditional, sports, technology innovation and new design-based philosophy.
On the product front, the "movement of life" for the purpose of sport, lifestyle trends and fashion elements into the product line. Currently, in addition to football sporting goods, track supplies, sporting goods and other weight-loss core product lines, but also developed a golf series, motorcycle, swimwear series, sailing series, the urban vitality of the series of new product lines. In the product structure, has formed footwear,, accessories three categories, which accounted for Puma in 2006 total sales 59.9%, 33.6%, 6.5%.
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