International Marketing of Puma in United Kingdom

Running head: INTERNATIONAL MARKETING
International marketing
Name of student
Name of University
Author note
Table of Contents

1
INTERNATIONAL MARKETING
Introduction................................................................................................................................3
Brand: Puma...........................................................................................................................3
Situational analysis.................................................................................................................3
Brand analysis............................................................................................................................5
Values and essence of Puma...................................................................................................5
Value communication.............................................................................................................6
Segmentation, targeting and positioning................................................................................7
Marketing mix........................................................................................................................8
International Branding strategy................................................................................................10
Hofstede’s cultural differences.............................................................................................12
Conclusion................................................................................................................................13

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INTERNATIONAL MARKETING
Introduction
The report is presented to discuss about the international marketing of brand named
Puma in United Kingdom, which has aimed at marketing its products and services in
Australia and India. The main purpose of international marketing is to analyse the different
global branding approaches required to introduce new products and services in the new
market of India and Australia to expand globally and at the same time, generate higher
revenue in business as well (Czinkota and Ronkainen 2013). The topic will also demonstrate
about the various concepts related to international marketing and other brand related aspects
by using the marketing mix model and with the use of various branding tools such as brand
onion along with the STP approach too (PUMA.com 2019).
Brand: Puma
Puma SE, also known as the brand Puma is a multinational company from Germany
that has designed sports footwear as well as casual footwear and other accessories for
catering the needs and preferences of people. Puma is one of the largest sportswear
manufacturing brand that has created a positive mind set among the customers as well as
influenced the clients to make purchases, furthermore generate higher revenue and
competitive advantage in business as well. The product line chosen here is the football shoes
for men that has to be marketed in different global nations including Australia and India
(Papadopoulos and Heslop 2014). This would allow for expanding business globally and at
the same time, enhance the level of profit and also enhance the scopes and opportunities for
generating higher revenue in business. The causes of global expansion and international
branding are the acquisition of more profit and aiming to become one of the largest sports
footwear company.

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INTERNATIONAL MARKETING
Situational analysis
The shoes of Puma have been specially designed to meet the needs of sportspersons
and athletes and through strong collaboration with the football clubs, the company has
prioritised on the product line, i.e., the football shoes for men. The future of sports footwear
is premium, which has helped in setting right standards and at the same time, managed
production of shoes that are environment friendly and convenience for the sportspersons and
athletes who have interest in football (Paliwoda and Thomas 2013). The situational analysis
represents the strengths, weaknesses, opportunities and threats of the organisation too with
the use of SWOT analysis.
Figure: SWOT analysis (Paliwoda and Thomas 2013)
The strengths of the industry as well as the brand are immense, due to which, it has
become easy for Puma to manage business worldwide and employed over 11000 employees,
It has been one of the major manufacturers of football shoes and droving shoes as well.