PUMA

Background : Puma is German multinational company that designs and manufactures

athletic and casual footwear, apparel and accessories, etc. The company was founded
in 1948 by Rudolf Dassler. In december 2014, Rihanna was also named creative
Director, overseeing direction of the womenswear line in December 2014. As a Creative
Director, Rihanna fusus her independent approach to music and fashion, her love of
Japanese street culture, and the sport-drive design of PUMA. The result is her debut
collection from FENTY PUMA by Rihanna and its nothing short of fearless.

Client list : Teenager and adult ladies who love fashion and sport lifestyle. For middle
to high class because the price is high.

Weakness : The fur might fall off and it might be hard to wash or take care, future cost
structure.

Strength : Uniques design of fur, high growth rate, domestic market

Opportunities : Have products available in more countries (global market), Increase

color range

Threats : Price Changes, Tax changes, Growing competition and lower profitability.

Natcha Aphichoksathaphorn (Meii) G.11