Competitors - Puma

Puma - 

Puma is a German multinational company that designs and manufacturers athletic and casual footwear apparel and accessories. Puma is the third largest sportswear manufacturer in the world. 

Target audience: Their target audience is ages between 20-30 in the upper-middle class where they attract both female and male, these are people who are active, athletic, bold and creative who admire originality. 

SWOT (Strengths, Weaknesses, Opportunities, Threats):
Strengths: 
- Puma is established in over 90 countries and employs around 8300 all over the world 
- It has entered partnerships with famous companies like Ferrari and BMW
- It has an excellent brand name throughout the world 
- Puma was the official sponsor of the FIFA football World Cup
- The brand has excellent management and marketing strategies and has advertised the products very well and eye-catching throughout the world 

Weaknesses: 
- Puma has tough competition and limited market share compared to Nike and Adidas 
- High brand switching means difficult to have loyal customer base

Opportunities: 
- They can start entering the lifestyle section of the industry 
- Puma still has to increase its foothold in the emerging market
- More advertising and branding to tap newer customers 

Threats: 
- Being a global brand, Puma business is affected by recession and economic slowdown 
- Government policies can effect business operations 
- Extensive competitors from existing players