Question

Puma, the German sporting goods and clothing manufacturer, wants to change how consumers perceive their product. For years, it has succeeded in what it calls the sports lifestyle niche, but now it wants people to think of its clothing as more mainstream. To accomplish this goal, Puma will need to use _____ to determine specific organizational goals and how to achieve them.

1) organizing
2) leading
3) controlling
4) motivating
5) planning

Answer 1

Puma will need to use planning to alter their brand's public image to a more general audience. This involves setting specific goals, staying abreast of market trends, and might include aligning with sustainable practices that redefine luxury.

Step-by-step explanation:

Puma, the German sporting goods and clothing manufacturer, aims to reposition its brand from a sports lifestyle niche to a more mainstream perception. To accomplish this goal, Puma will need to engage in planning to determine specific organizational goals and devise strategies on how to achieve them. This involves analyzing the current market trends, understanding consumer behavior, and possibly, as seen with other brands such as Inditex's Zara, aligning its values with movements like sustainability to cater to the evolving expectations of consumers. As the climate movement grows, companies are looking at sustainable fashion as a means to redefine luxury, with commitments emerging from major conferences such as COP24 to reduce the industry's environmental impact. Similarly, Puma's planning will likely embrace such systemic changes and factor in the complexity of strategic decision-making, including goal clarification, method efficiency, and accurate assessments of outcomes, to spearhead their brand's evolution.