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Puma:what Can Decide Success Or Faliure?
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Pursuiting vogue is a trend. But the vogue things can flash away in a short time. No matter which companies occupy the largest market share, they are all temporary. They can be replaced by other companies at the same time. Their sales income may decrease, their prestige may be damaged by other companies. For rather a long time, Puma brand occupied a larger market share, once it was the representative of vogue. But it was not always successful. But what can make Puma interiorized? What can make Puma to beat his competitors? If you see the development history of Puma, I think you will know it much better.
Since the establishment of the Puma brand, from a little store to a large company, it gradually grew up. Maybe we just know its achienement today, but we don't know its experience before. The same to the Puma brand, its products become more and more, from a single series to several series. From 1993 to 2001, Puma's turnover increased nearly two times. In 2002, its turnover increased to 0.9 billion pounds. In stock, its stock price increased by 168%, becoming the most successful stock in that period. From then on, Puma company always kept its high turnover and high stock price. Why could Puma be so successful?
Puma experienced the most difficult period in the early 90th. At that time, the puma was seen as moss-grown brand, many department stores put puma (puma) sneakers into low-grade counter, puma company was deeply in debt. In order to recover from the depressed economy, Puma tried to cooperate with the outstanding designer and paid more attention on the products design and the styles. In 1993, there were 3 outstanding designer who promised to cooperate with Puma brand. And now, it increases to 50. So we know the puma brand should owe its success to the outstanding designers. But we mustn't ignore the leader. Without a sagacious leader , even if there were large numbers of designers, they couldn't get success too.
In the aspect of products sale, Puma brand took a good method to make its turnover increase. What is the method you may ask? It should be called "star effect". It took a great budget on the products' advertising with employing the superstar. So we know the Puma brand its advertisement. Also, the Puma sponsored Olympic Games, therefore, it brought greater profit to the company.
In the aspect of its products producing, Puma company took limited producing policy. For example, Puma company produced 510 pairs of shoes in total. So it aroused the consumers' interest and curiosity to buy its products. And this method could make customers to buy its products. It's a kind of wise method that I have to say.
The continuous success of Puma company depend on the constantly innovative belief and its corporate culture. But Puma brand paid more attention on the design of the shoes. So we can see lots of puma shoes on the Internet. I have to say that I really like puma shoes.
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