Representation Puma in Moscow
became the third after firms Adidas and Reebok the largest world manufacturer of sportswear and the footwear, included Russia and the CIS countries in a zone of the marketing and industrial interests. Yesterday in Moscow in the fashion Center on Vavilov`s street official opening of representation Puma has taken place. On presentation firm strategy in Russia for the first time has been declared: creation of a marketing network, expansion of sales of the goods through local shops, and also licence manufacture.
Company Puma is based in 1948 by Rudolf Dasslerom (Rudolf Dassler). In 1991 72 % of actions are sold to the Swedish firm Aritmos. The Line of activity - manufacturing of footwear, clothes, bags, balls, rackets and accessories for sports and leisure. An annual turnover of firm DM1,2 of billion The share of manufacture of sports footwear makes 40 %, clothes - 51 %.
As has declared general manager Puma AG across the Eastern Europe Jurgen Hennig (Jurgen Hennig), with office opening in Moscow firm intend to fix already reached positions in Russia, and also to make a reserve for the future. Strategic problems of the company to Russia and the CIS are creation of a marketing network, expansion of cooperation with sports societies and the organisations. Besides it, questions of the organisation of licence manufacture are discussed with the Russian partners of the company on technology Puma. G - n Hennig has noticed that requirements to the Russian partners will be rather rigid - Puma is interested in exact observance of firm technology.
Experts notice that the announcement management Puma of production programs as one of priority lines of activity of the company in Russia is dictated by enough severe constraints of a competition to other world famous manufacturers of sportswear and footwear. Company Adidas was the traditional partner of Russia for a long time, and recently (with joint-stock company Reebok Russia creation) company Reebok positions have rather become stronger. Therefore Puma in rivalry with the nearest competitors intend to use various schemes of the organisation of sale and the licence manufacture, providing barter and compensatory transactions.
within the limits of presentation of new office Puma AG has passed display of collections of sports footwear and firm clothes. The report on it see p. 13.
office Puma AG Address in Russia: Moscow, Vavilov`s street, 69.
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