BCG Matrix of Puma 

Puma is a sportswear, athleticwear, and sports accessories manufacturing German multinational company. Rudolf founded the sportswear company in 1948. Today, we’ll discuss the BCG matrix of Puma; four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs of the sportswear brand as the BCG matrix company example.

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The BCG matrix of Puma would analyze the four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs of the sportswear brand. Here’s the Puma BCG matrix company example as follows;

BCG Matrix of Puma

Let’s discuss the four growth-share matrix analysis quadrants of the BCG matrix of Puma as a BCG matrix company example; they’re as follows;

Stars of Puma

The star quadrant in the Puma BCG matrix growth-share matrix analysis example outlines such sportswear products and services that have a higher market share and higher growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main star products and services of the sportswear brand Puma are as follows;

I-Apparel

According to an estimate, the sales of Puma’s apparel segment increased by approximately 2.9 billion Euros since 2019; increased roundabout 380 million Euros in 2022. A higher growth rate and higher market share make Puma’s apparel the star product of the sportswear brand.

II-Football Cleats

The footwear segment of Puma is the top-selling area and generates most of the company’s revenue. According to an estimate, the football cleats of Puma have the highest market share comprising 10.9% in the footwear segment in 2022.

III-Basketball Shoes

According to an estimate, basketball shoes contribute approximately 27% of the total sales of the company’s footwear segment. They have a higher market share and higher growth rate, and it makes basketball shoes the star product of the company.

Cash Cows of Puma

The cash cow quadrant in the Puma BCG matrix growth-share matrix analysis example comprises such sportswear products and services that have a higher market share and slower growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main cash cow products and services of the sportswear brand Puma are as follows;

I-Footwear

Puma’s Footwear has the highest market share in the sportswear company’s entire portfolio. According to an estimate, the growth rate of the company’s footwear segment increased by 50% by adding 3 billion Euros of revenue and sales since 2014. Comparatively, Puma’s footwear segment has a slower growth rate relevant to the apparel segment and it makes the cash cow of the brand.

II- Sneakers

Puma’s sneakers are the top-selling products of the company in the sportswear segment with a revenue and market share of 5.1%. They have a higher market with a limited growth rate due to the market saturation in the sportswear industry.

III-Football Shoes

Football shoes have a roundabout 7% market share in 2022 in the company’s footwear segment. They have a higher market share, but a slower growth rate due to tough competition and market saturation.

Question Marks of Puma

The question mark quadrant in the Puma BCG matrix growth-share matrix analysis example consists of such sportswear products and services that have a lower market share and higher growth rate. They have the potential to contribute to the revenue, sales, and profitability of the sportswear brand; if the company works on the weak areas. However, some of the main questions mark the products and services of the sportswear brand Puma as follows;

I-Sportswear Accessories

According to an estimate, approximately 15% of Puma’s revenue comes from the sale of sportswear accessories. Their market share is low with a higher growth rate; they have the potential to become the next star and cash cow products of the company with the right efforts and marketing strategies.

II-Sustainable Shoes

The trend of recycled material and environmental sustainability trends are increasing. Puma manufactures approximately 61% of its shoes from recyclable material and the company plans to take it to 90%. However, it shows a strong commitment of the company towards environmental sustainability.

Dogs of Puma

The dog quadrant in the Puma BCG matrix growth-share matrix analysis example includes such sportswear products and services that have a lower market share and lower growth rate. They don’t contribute significantly to the revenue, sales, and profitability of the sportswear brand; instead, they consume a lot of capital resources of the company. However, some of the main dog products and services of the sportswear brand Puma are as follows;

I-Sports Equipment

There is no doubt that sports equipment are complementary product to Puma’s sportswear accessories, footwear, and apparel. But they aren’t contributing to the revenue; because they have a limited market share and limited growth rate. Instead, they consume a lot of capital resources for the sportswear brand.

Conclusion: Puma BCG Matrix Company Example |Growth-Share Matrix Analysis 

After an in-depth study of the BCG matrix of Puma; we have realized that Puma is the world’s leading sportswear brand. If you are learning about the Puma BCG matrix company example; then you should keep in mind the abovementioned four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs of the sportswear brand.