Technology Entrepreneurship Project (ENT 600) : Puma / Amir Hamzah Nazarali

This is an attempt to know how the theories can applied to practical situation. As a student at UiTM Arau, Perlis it is a part of study for everyone to undergo a case study project. Therefore, for this purpose, I got the opportunity to research a company, which is Puma that headquartered in Herzogenaurach, Bavaria, Germany. Malaysia’s Puma office is located at Petaling Jaya, Selangor. In the first part of the project report, the general information of the company has collected. The information is obtained through the primary and secondary source as well. In the second part of the report, contains the specialized subject study. Objective of the project is to study on the background, organizational structure, products and services that provided by Puma. Goals determine what a business wants to achieve. Strategy is an action plans for success the goals. Every business must design a strategy for achieving its goals, consisting of a marketing strategy, and an effective management. Besides that, I also describe about business problem that this project created to address. Next, I also study about marketing and its operational strategy used by the company to promote their products, which I find some interesting. Lastly, I analyses the strength, weaknesses, opportunities and threats of this company in real business world by using SWOT analysis. Thus, from the needs and demands from the existing consumers of this company, we analyses and find a solution to overcome the problem. The last part is giving some recommendation to improving the business better; because of they have the quality of the product and the bright future.