IMPLEMENTATION OF STRATEGIC MANAGEMENT IN SPORTS ORGANIZATION

Željko Turčinović

doi:10.58984/

Authors

Željko Turčinović Факултет за спорт, Универзитет „Унион – Никола Тесла“, Београд Author

DOI:

https://doi.org/10.58984/

Keywords:

strategic management, Puma, business case, business sustainability

Abstract

The world's three largest manufacturers of sports equipment in their business apply different strategies. All three gave them great success. Nike is a global leader. With aggressive marketing and innovative products, that American company dictates the pace of sports business in a world in which not only sees the sport, but also a reflection of lifestyle. Nike advertises a style that could be called "playful". Adidas is on the offensive in the European and American markets: it has won typical American sports: basketball, baseball and American football. Adidas connects attribute "reliable". Puma throws all the cards on individuality (the product is offered individually and adapted to the needs of each individual group of consumers). [1] The topic of this paper is the implementation of strategic management in Puma.

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References

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