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Seminar paper from the year 2021 in the subject Business economics - Business Management, Corporate Governance, grade: 1,4, University of Ulm, language: English, abstract: The purpose of this essay is to present the internationalization strategy based on the German sports textile manufacturer PUMA SE. The paper first begins with an introduction in which the terminology which is necessary for understanding the essay is explained. In addition, the relevant internationalization strategies for entering foreign countries and markets are highlighted. The subsequent chapter deals with the history and development of PUMA as a company. The main part of this essay consists of a 5 forces analysis of PUMA and a description of their internationalization strategy. The conclusion of this essay shows a critical appraisal of the previously gained knowledge.