INTRODUCTION: The case study presents a detailed scenario from which you are required to: i. identify and extract key information surrounding strategic business issues. ii. analyse and evaluate that information using concepts and models from the module. iii. carry out research for information not in the detailed scenario. iv. present your findings in a document written to academically acceptable standards. WORD LIMIT: 8000 words plus/minus 10% (excluding diagrams, visuals and appendices. CASE STUDY: PUMA AG (in Thompson,A.A Strickland A.J and Gamble, J.(2005) Crafting and Executing Strategy (Fourteen Edition), Mc Graw-Hill, New York, pages C411-C432). TASKS The case study, written by Lutz Kaufmann of the WHU Otto Beisheim Graduate School of Management, describes phases one and two of a strategic plan steered by Jochen Zeitz, Puma''s Young CEO, to reinvigorate the company and its brand in a highly competitive and changing marketplace. Based on the Case Study, and on online and offline research, complete the following tasks:- TASK 1: 30 Marks What environmental and competitive factors influenced Puma''s strategic decission to improve its brand image? To answer this question, use Macro- environmental analysis (to show broad market trends) Porter''s competitive forces model(focusing on rivalry between competitors) Strategic group mapping, to position competitors (using the variables of price/quality and geographic coverage) TASK 2-20Marks Assess Puma''s resources and capabilities. What are its strengths and weaknesses? Is ''''virtuality'''' a strength or weakness? Discuss, giving your reasons. Task 3- 30 marks A winning strategy Fits the company''s situation well Helps achieve a sustainable competitive advantage Results in better company performance. What evidence is there to suggest that Puma''s strategy in recent times has been a winning strategy? Since 2003 up to the present, how has the company performed in terms of competences developed, effective use of resources and financially in its three key markets of footwear, apparel and accessories? TASK 4-10marks In 2007 Puma was taken over by pinault printemps Redoute (PPR) of France, a fashion/luxury goods company. Strategically, what are the benefits to both companies of this move? TASK 5-10marks Assemble your work (the answers from Task1-3) into one document, with:- Table of Contents. Reference List. Appendices and Bibliography GUIDANCE Your document ought not to exceed 8000 words, so you need to be precise in your thinking and succinct in your written commentary. Note:- It is important you show your thinking and provide evidence to back up your views. Submission Requirements One single word-processed document as described in Task 5 above. A digital version must be submitted on floppy disk or similar acceptable medium.