Puma vs. Giants: The Rise of David Harvard Case Solution & Analysis

At the beginning of 2007 - the first time in his 13 years at the helm of Puma - Jochen Zeitz was able to take a deep breath and think about the successful turnover of the company and, most importantly, to reflect on the way forward. After reinventing themselves, creating a new market segment and shows that the company could not compete with its big brother, Adidas, Puma was at a crossroads. It has become very lucrative in the last decade, and the share price is also well done. Analysts believe Puma gem. Therefore it is not surprising that the real rumors began circulating in the industry that the two firms have been flirting with the idea of ​​buying the company: Nike and Pinault-Printemps-Redoute (PPR). Mr. Zeitz Puma and needed to make a decision: 1) sell the leader in the sports industry, 2) join the conglomerate luxury brands and work with the herd, or 3) are solitary, like Puma in the wild? What should be the next step to grow the company, keeping in mind the interests of the shareholders of Puma, employees and other stakeholders? "Hide
by All Fruechtnicht, Johanna Mair Source: IESE 11 pages. Publication Date: September 10, 2007. Prod. #: IES220-PDF-ENG

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