This report was undertaken in order to present a strategic marketing analysis of the sports footwear industry, focusing on the brand Puma, and based upon this analysis, offer appropriate strategic recommendations. The report begins with an industry background, with regard to the brand, which outlines trends and growth rates within the industry in recent years, and provides a brief background of the company itself. An external analysis of the environment in which Puma operates was carried out using a PEST analysis. An internal analysis then provides an analysis of the internal environment, using Porter’s Value Chain. This involves analysis of activities including, inbound logistics, operations, outbound logistics, marketing and sales, and service activities. The analysis if followed by an outline of strategic options available to the company. These strategic options were compiled using the PEST analysis, Porter’s 5 Forces Model, Porter’s Generic Strategy, Ansoff’s Matrix and the Boston Matrix