For my end of term paper I am writing about PUMA. They are a German based company that struggles to appeal to consumers in America. SO even though they are successful in some areas of the world, mostly Europe, they are not that big in the USA. They want to be the new Nike. How do I think they should do this? I think they should use celebrities that are famous in America to help them reach consumers in America. Celebrities have a huge influence over here and adding on celebrities like Rihanna was smart of them to get the ball rolling! AND using what I saw in the “street”- using “cool” athletic wear, that looks cool on someone but may not be as functional. For example, the Nike tank tops that criss cross in the back or have no backs.
Strengths- my knowledge about the company since I interned there as their product developer this summer. Also that people wear athletic wear EVERYWHERE now, not just the gym. So this is the time to expand for them.
Weaknesses- if everyone could be like Nike… why wouldn’t they? (Competition)
Opportunities- To help me understand this field better. Celebrities and new “cooler” products.
Threats- Competition again.. this is a big industry.