PRINCIPLES OF MANAGEMENT

CIA-2

Infographics- PUMA

Submitted by,
Riya Anna Sabu
2227141
To,
Dr. Prof Kavitha Gowda
PUMA
Puma is a global German company that produces sportswear, accessories, and shoes. When
he founded Gebrüder Dassler Schuhfabrik (Dassler Brothers shoe factory) with his brother
Adolf in 1920, the company's founder Rudolf Dassler initially achieved renown in the
sportswear industry. They created the first pair of spiked shoes, starting a new chapter in
soccer history. Dassler's shoes started to be worn by Olympic competitors at about this time.
The brothers became well-known as a result of the athletes' successes, and orders soon began
to flood in. Sales of shoes doubled after the Second World War from the previous year's level
of 100,000 pairs. But the joy was brief. The brothers got into an argument that they were
unable to reconcile. The factory was divided as a result of their disagreement, and the Dassler
family firm ceased to exist in 1948. Each brother started a new business in his own way. As a
result, two sportswear companies and rivals Puma and Adidas emerged. Adolf founded the
second, whereas Rudolf founded the first.

PUMA AND SUSTAINABILITY

The production of the essential parts of their products, such as polyester, cotton, and leather,
accounts for more than half of PUMA's environmental impacts. They have consequently
established challenging goals that must be met in order to address this issue head-on. By
2021, virtually all of our polyester is used in clothing, nearly all of our cotton used in
footwear, and over 99% of our cotton will come from sustainable sources. Up until 2025, all
of their cotton, polyester, leather, down feathers, paper, and cardboard must originate from
more environmentally friendly sources.

PUMA’S SUSTAINABILITY STRATEGY

Their 10FOR20 sustainability plan seeks to have the greatest possible beneficial effect. This
is valid for all of their products, and the surrounding communities, including the working
conditions at PUMA and its supply chain. Although niche sustainability collections can aid in
raising consumer awareness, they don't benefit from capturing immediate headlines. Instead,
they would like to fully integrate sustainability into all of the company's key operations and
PUMA goods. Their sustainability efforts will be considerably more genuine as a result of the
integration of their sustainability plan with their overall business strategy.
MAJOR SUSTAINABILITY ISSUES AT PUMA

1. Environmental impact:
Puma has set a science-based target to reduce greenhouse gas emissions from its
operations and supply chain and uses eco-friendly resources, such as recycled
materials. Puma has already established a 2025 timetable for getting rid of dangerous
compounds. But as of now, the progress seems unclear and there is no evidence that
the company focuses on reducing textile waste when manufacturing its products.

2. Labour conditions:
Its supply chain auditing has Fair Labour Association (FLA) accreditation and covers
all of the latter phases of production, which is a strong beginning. Despite this, there
is no proof that Puma practices diversity and inclusion in the majority of its supply
chain or that it secures the payment of a liveable wage. However, Puma did make
measures and precautions public to shield its suppliers and employees against the
effects of COVID-19.

3. Animal Welfare:
Puma receives the grade "Not Good Enough" for its treatment of animals. The
company has formalized and partially implemented an animal welfare policy that is in
line with the Five Freedoms. Puma nevertheless employs leather, the skin of exotic
animals, down that has been approved by the Responsible Down Standard, and other
materials, despite not using exotic animal hair, fur, or angora. There is no evidence to
support the claim that it only uses wool from sheep.

SOLUTIONS
 Encouraging recycling to reduce waste.
 Aiming at reducing carbon footprint by using various new methods.
 Replacing animal leather with a suitable substitute.