The purpose of this essay is to present the internationalization strategy based on the German sports textile manufacturer PUMA SE. The paper first begins with an introduction in which the terminology which is necessary for understanding the essay is explained. In addition, the relevant internationalization strategies for entering foreign countries and markets are highlighted. The subsequent chapter deals with the history and development of PUMA as a company. The main part of this essay consists of a 5 forces analysis of PUMA and a description of their internationalization strategy. The conclusion of this essay shows a critical appraisal of the previously gained knowledge.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical Background
- Internationalization
- Internationalization strategies
- Franchising
- Joint Venture
- Subsidiaries
- The company PUMA SE
- Description and critical analysis of company's business model through Porter's five Forces
- Analysis of PUMA's Internationalization Strategy
- References
- Appendix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper analyzes the internationalization strategy of PUMA SE, a German sportswear manufacturer. It aims to provide an overview of PUMA's international expansion, exploring the theoretical background of internationalization strategies and applying relevant frameworks to analyze PUMA's approach.
- Internationalization Strategies of Multinational Companies
- PUMA SE's Business Model and Competitive Positioning
- Analysis of PUMA's International Expansion Methods
- Critical Assessment of PUMA's Internationalization Strategy
- Comparison of PUMA's strategy to theoretical frameworks
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This introductory chapter sets the stage for the analysis of PUMA SE's internationalization strategy. It defines key terminology related to internationalization and briefly outlines the different strategies used by companies to enter foreign markets. The chapter introduces the scope of the paper and highlights the key areas that will be explored in subsequent sections, specifically focusing on PUMA's history and the analysis of its internationalization strategy using Porter's Five Forces framework. The chapter establishes the context and purpose of the research, laying the groundwork for a more in-depth analysis of PUMA's approach to global markets.
Theoretical Background: This chapter provides a theoretical foundation for understanding internationalization, defining the concept and exploring various indicators used to measure a company’s degree of internationalization, such as export share and the number of foreign subsidiaries. It also delves into specific internationalization strategies such as franchising, joint ventures, and the establishment of subsidiaries, outlining the advantages and disadvantages of each approach. This section provides crucial theoretical context that will be used to analyze PUMA's strategic choices in later chapters. The detailed explanation of each strategy acts as a comparative framework for evaluating PUMA's actual methods. The significance of this chapter is its contribution to the analytical framework of the paper.
The company PUMA SE: This chapter traces the history of PUMA SE, from its founding by the Dassler brothers to its current position as a major player in the global sportswear industry. It highlights key milestones in the company's development, including the adoption of innovative production techniques and the challenges posed by competitors like Nike and Reebok. The chapter emphasizes PUMA’s early success based on technological advancements and the impact of competitive pressures which led to strategic shifts in the company's approach to production and marketing. This historical context is critical for understanding the evolution of PUMA’s internationalization strategy and its current position within the market.
Schlüsselwörter (Keywords)
Internationalization strategy, PUMA SE, Porter's Five Forces, franchising, joint ventures, subsidiaries, global marketing, competitive advantage, sportswear industry, multinational corporations, international business.
Frequently Asked Questions: Analysis of PUMA SE's Internationalization Strategy
What is the overall purpose of this document?
This document provides a comprehensive preview of a paper analyzing the internationalization strategy of PUMA SE. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The purpose is to offer a structured overview of the research, making it easier to understand the scope and content of the full analysis.
What topics are covered in the Table of Contents?
The table of contents outlines the following sections: Introduction, Theoretical Background (including Internationalization and specific strategies like Franchising, Joint Ventures, and Subsidiaries), The company PUMA SE, Description and critical analysis of company's business model through Porter's five Forces, Analysis of PUMA's Internationalization Strategy, References, and Appendix.
What are the main objectives and key themes of the analysis?
The analysis aims to provide an overview of PUMA's international expansion, exploring the theoretical background of internationalization strategies and applying relevant frameworks (like Porter's Five Forces) to analyze PUMA's approach. Key themes include internationalization strategies of multinational companies, PUMA SE's business model and competitive positioning, analysis of PUMA's international expansion methods, a critical assessment of PUMA's internationalization strategy, and a comparison of PUMA's strategy to theoretical frameworks.
What are the key takeaways from each chapter summary provided?
The Introduction sets the stage for the analysis, defining key terms and outlining the paper's scope. The Theoretical Background chapter provides a foundation on internationalization, defining the concept and exploring various strategies. The chapter on PUMA SE traces the company's history, highlighting key milestones and competitive pressures. Further chapters delve into a detailed analysis using frameworks like Porter's Five Forces and a critical evaluation of PUMA's choices.
What keywords are associated with this analysis?
Keywords include: Internationalization strategy, PUMA SE, Porter's Five Forces, franchising, joint ventures, subsidiaries, global marketing, competitive advantage, sportswear industry, multinational corporations, and international business.
What specific internationalization strategies are discussed?
The analysis specifically discusses franchising, joint ventures, and the establishment of subsidiaries as key internationalization strategies, comparing their advantages and disadvantages within the context of PUMA's approach.
What analytical framework is used to assess PUMA's business model?
Porter's Five Forces framework is used to analyze PUMA's business model and competitive positioning within the market.
What is the target audience for this document?
This document is intended for an academic audience interested in international business, strategic management, and the case study of PUMA SE's global expansion. The information provided is intended solely for academic use.
- Citation du texte
- Anonym (Auteur), 2021, The Internationalization Strategy of PUMA SE, Munich, GRIN Verlag, https://www.grin.com/document/1002940
