Estudo de Caso Puma: Crise Financeira e Estratégias de Marketing

Abstract

The article in question is summarized in presenting an excerpt from the history of the German company PUMA, focusing on its financial crisis in 1993 and how it recovered through marketing strategies. Throughout the article, the main marketing tools will be presented. used for restructuring, development and strengthening of the brand, in addition to reinforcing its importance in the company's results until the present day, conquering a position of highlighted in the market as one of the main brands in the sports field.