Nama :Wike Widiyanti
NPM :18210508
Kelas :4EA14
Puma, Inc. Is
one of the company's shoes, apparel and sporting goods that the United States
is one of the largest in the world. They
are famous for sponsoring some famous athletes in the world such as Tiger Woods
, Ronaldo and Michael Jordan. In
addition they also have agreements with various world soccer teams like
Manchester United, FC Barcelona,
Arsenal, F.C. Basel,
Juventus, Clube de Regatasd Flamengo, Steaua Bucuresti, AC Sparta Praha,
Red Star Belgrade, Inter Milan, VfL Bochum , VfL Wolfsburg, Hertha BSC
Berlin, Borussia Dortmund , PSV Eindhoven , Valencia CF , Urawa Red Diamonds,
Kaizer Chiefs, Atlético de
Madrid, NK Maribor, Celtic, FC Porto, Paris Saint - Germain, Boca Juniors
and Corinthians. They
are often accused of employing children in sweatshops underage .
History
Products Puma sports shoes and clothing easily identified by the distinctive logo of the
company , the " swoosh " tick , and the slogan " Just Do It
" .
Based
on the name of the Greek goddess of the means of victory, Puma was founded in
1964 when the Oregon businessman once named athlete Phillip Knight , mengagas
running shoes imported from Japan to compete with German brands such as Adidas
and Nike are then dominated the U.S. market . The
advantage is that the Japanese shoes cheap because labor is cheaper in Japan .
He
began selling shoes with destinations around the athletics stadium , where
sales are slowly but surely increased dramatically . In
the 1970s , Knight and his growing company seeing the beginning of the
revolution and start jogging mmasaran products for the non - professional
runners as well . He
then immediately open up a broader market and transform the image into a
fashion shoes running shoes and pull everyone from children to adults wear .
In
1979 Puma has mastered half the market in the U.S. and with revenues reaching
U.S. $ 149 million . In
the mid 1980s the company's position seems unassailable , but it suddenly
appeared that the attack of the rival Reebok . But
in 1990 Puma re- lead the company , especially since the introduction of the
shoes " Air Jordan " is supported and promoted by basketball star
Michael Jordan .
Today
, is maintaining its position as the market leader in sports shoes , and
is an important player in the sports apparel and accessories . Fortune
magazine reported sales of U.S. $ 3.7 billion in 1994 and a profit of U.S. $
299 million ( Fortune 1995 ) . Approximately 60 percent of the company's sales
in the United States , about 30 percent in Europe and 5 percent in Asia . (1993 Nike : 25 ) .
Puma is the company ethos involves a strong dedication to the sport and fitness . Staff
at the company's headquarters , Puma World Campus in Beaverton , Oregon , is
expected to spend several hours every day in the gym . They
are described by the director as the Nike " athletic , outdoor , lets -
do-it - together types .
The
company wants to be seen , in the words OWII , as " young , American and
hi - tech , devoting a lot of attention to research and development " .
Comparison Puma marketing in Indonesia and in Jepang
Puma in Indonesia
Puma has been operating in Indonesia since 1988 and nearly a third of the shoe
present is a product of there . In
a press interview in November 1994 , the company Puma in Indonesia coordinator
, Tony Band , said the company used a total of 11 contractors in Indonesia . Among
these are the marks of an associated company Nike bases in South Korea and
Taiwan - are also at the same time produce for other brands such as Reebok ,
Adidas and Puma .
The
relationship between Puma and contractors in Indonesia is quite close . Each Puma personnel at each factory in Indonesia check the quality and workmanship
that meet the stringent requirements of Puma.
Most
of the factories producing for Puma is located in a newly developed area for
light industry in Tangerang and Serang , west of Jakarta . In
the Korean -owned factory ( and some that Indonesia also ) top management held
by the Koreans . mid-level
managers and supervisors can also come from Korea or Indonesia. But
all production workers are from Indonesia , especially young women in the 16-22
age group , the workers usually come from the island of Java .
Puma in Jepang
Apart
from a brief but unsuccessful experiments with manufacturing in the U.S. , Puma
shoes are always made in Asia , first in Japan , then in South Korea and Taiwan
, and recently in China and Southeast Asia.
Puma began production in South Korea and Taiwan in 1972 , attracted by the cheap
labor there , and was soon joined by other companies including Adidas and
Reebok .
But Puma
then initiate further steps. Instead
of having our own factory, they contracted a local production in Korea and
Taiwan .
As Puma boss Phil Knight's company said : " There is no definite value in
making something . Value is added by careful research , by innovation and
marketing " ( Katz 1994) . Puma
products are now basically follows the idea of a designer and marketer of
footwear . Industry then
done by supplier Korea and Taiwan . Once again
, other companies follow this model .
In
the 1980s, Puma tried to make production in China , in partnership with state
-owned companies , but this proved disastrous . Nike then move
investments into Taiwan . Puma
then take advantage of labor costs are cheaper there .
At
the end of the 1980s with the labor unrest in South Korea , - an increase in
the level of wages and loss of control of work by Korean authorities - has made
the country less attractive to investors , both foreign and domestic , who
began looking for another location more fun . Puma
then moved their operations to southern Thailand and Indonesia , in search of
cheaper labor and less hassle . Wages
in both countries touted as one of the cheap because it only uses a quarter of
the rate paid in South Korea . Some
associations Puma , based in Taiwan also established in Southeast Asia .
Another
reason for this shift is that in 1988 , both South Korea and Taiwan to lose
preferential access to the U.S. market , which has long as they enjoy the
status of " developing country " under the General System of
Preferences ( GSP ) U.S. . Korea
and Taiwan investors and then move to a factory in Thailand , Indonesia and
China by making use of GSP privileges from poor countries .
Seven
of the top suppliers of Puma sports shoes in 1992 , three is a Taiwanese
company that manufactures its products in China , the other three operations in
South Korea , and also in Indonesia , one is a company in Thailand .
