Puma SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Puma analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Puma SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Puma to benchmark its business & performance as compared to the competitors and industry. As of 2020, Puma is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Puma competitors and includes Puma target market, segmentation, positioning & Unique Selling Proposition (USP).

Puma SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Puma Brand Analysis
Parent Company

Puma Societas Europa Incorporation


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

Be Light; Celebrate Anytime Anywhere


Puma products are based on innovation and ultimate comfort in the apparel and shoes

Puma STP
Puma Segmentation

Sportsmen, Men and women who like sporty energetic apparel with a spray of uniqueness in their apparel.

Puma Target Market

Urban young upper middle class and upper class Men and Women

Puma Positioning

Puma is an international brand with creativity, energy and style in their apparel at a very affordable price.

Puma SWOT Analysis
Puma Strengths

Below are the Strengths in the SWOT Analysis of Puma:

1. Puma is established over 90 countries and employs around 8300 employees all over the world.

2. Puma is the main producer of enthusiast droving shoes and racing suits in both Formula One and NASCAR.

3. It has entered into partnerships with famous companies like Ferrari and BMW.

4. Puma brand is very innovative and has a very rich Research and Development team. The Company produced the first screw boots for football and “Mexico 68” with the innovative brush soles, which were the most comfortable running shoes.

5. It has an excellent brand name throughout the world.

6. The brand has excellent management and marketing strategies and has the advertised the products very well and eye-catching throughout the world.

7. Puma has entered into sponsorships with various players and teams in different sects of the sporting industry.

8. Puma was the official sponsor of the FIFA football World Cup

9. More than 11000+ people are employed with the organization

Puma Weaknesses

Here are the weaknesses in the Puma SWOT Analysis:

1.Puma has tough competition and limited market share compared to Nike and Adidas

2.High brand switching means difficult to have loyal customer base

Puma Opportunities

Following are the Opportunities in Puma SWOT Analysis:

1. The company can attain more sponsorship as more international events in the sporting industry are taking place.

2. Puma can start entering the lifestyle section of the industry

3. More advertising and branding to tap newer customers

5. Puma still has to increase its foothold in the emerging market

Puma Threats

The threats in the SWOT Analysis of Puma are as mentioned:

1. Being a global brand, Puma's business is affected by recession and economic slowdown

2. There is extensive competition from existing players an new players which is growing in the industry.

3. Imitations of Puma brand is extensively increasing causing losses

4. Government policies and regulations can affect business operations

Puma Competition

Below are the top 12 Puma competitors:

1. Nike

2. Reebok

3. New Balance

4. Converse

5. Adidas

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Asics

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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