Final Project
Build a 3-Year PUMA Retail Strategy
Teams build and defend a commercially credible growth plan for one fictional Indonesian market.
Overall progress
0%
0/9 milestones
Market
Yogyakarta
Opportunity
Strong student and tourism demand, lifestyle & sport potential, large young-consumer base.
Commercial risk
High price sensitivity, mixed mall quality, competitive lifestyle brands already established.
Likely consumer
Youth 18–29 — students, early-career, tourists. Price-aware but influenced by drops and community.
Initial hypothesis
Enter with a lifestyle-heavy FPS in a top-tier mall; use campus/community activation to build brand heat before scaling.
Market
Makassar
Opportunity
Regional commercial hub with strong mall traffic and growing premium demand. Gateway to Eastern Indonesia expansion.
Commercial risk
Logistics complexity from Java, thinner premium mall inventory, replenishment risk.
Likely consumer
Emerging middle class, families and young professionals. Values status brands and quality.
Initial hypothesis
Anchor FPS in the strongest premium mall, then extend via FOC once regional replenishment is proven.
Market
Balikpapan
Opportunity
Higher purchasing power tied to resources & new-capital adjacency. Premium customer pockets underserved.
Commercial risk
Smaller population base, few high-quality retail locations, macro exposure to commodities and IKN pace.
Likely consumer
Affluent professionals and expat households. Values performance, premium and reliability.
Initial hypothesis
Single premium FPS anchored to the top mall; complement with wholesale in select multi-brand doors.
Market
Batam
Opportunity
Cross-border traffic from Singapore, tourism and industrial workforce, outlet potential.
Commercial risk
Price comparison with Singapore, promotional sensitivity, seasonality of cross-border flows.
Likely consumer
Value-driven tourists + local industrial workforce. Highly price-comparative and promotion-responsive.
Initial hypothesis
Lead with an FOC (outlet) format to leverage cross-border value seekers; assess FPS only after outlet proves.