Possible establishment: Decathlon in India

Résumé du document

India is a new world power and its importance is steadily growing. The recognition was long in coming, but now everyone ranks this ancient British colony in the same place as China. India is intended to follow the same road.
At the same time, Decathlon, one of the leaders in the sector of distribution of sporting articles, occupies a market segment which is steadily increasing too.
The opportunity to be able to establish Decathlon in India follows an economic logic (market which rapidly growing, relocation towards Asia) and allows interaction between two different types of cultures: the Indian culture with its specificities and its management, and the European culture represented by Decathlon.
The problem posed is to understand which type of organization management and working style Decathlon should adopt to become established in India, and what recommendations this study can highlight?

Extraits

[...] Recommendations for decathlon's establishment in India 1. Why India is an ideal destination for Decathlon? Discreetly but certainly, India pursues its economic ascent which leads it to welcome investments of foreign companies always more important and to extend considerably the value of its outside exchanges. With the future prospects which are reserved to India, its market and its potential of consumption middle class of 300 million persons the most important for the world) must be perceived as a market of future and draw the attention of the European and American contractors. [...]

[...] August 15th is the Independence holiday, anniversary of India's liberation of the British authority in 1947. Among the Indian name-days, there is Holy in February, marking the beginning of the spring. It is the most coloured Indian celebration; the Indians celebrate Holy by throwing some water and powders coloured on everybody. One of the biggest Indian name-days is Diwali, “holiday of the light who lasts five days. Other one very big tradition in India is the marriage which remained in India traditional, the bridegrooms of the same caste arranged by the relative's parents. [...]

[...] The problem posed is to understand which type of management, organization of the work Decathlon has to adopt to become established in India, and which recommendations of this study we can highlight? I. India and its culture 1. Culture and Tradition The second population world rank, India, by its geography and its history, presents a multitude of peoples giving to its culture a wealth and a variety in term of religion, kitchen, art or garment CASTES An outstanding phenomenon in the Indian society is the law of castes, religious reality come from the Hinduism. [...]

[...] On the opposite side, the high individualistic scores for the French reveals that Indian tends to look more after themselves and their closest relatives. The ‘Masculinity versus Femininity' is also much higher for India. According to Hofstede, a higher Masculinity score indicates that these cultures, females are not treated equally to males in all aspects of the society”. Decathlon will have to pay attention to the image of the women in India for the creation of these products. So Decathlon can try to be established in India indeed this country is not against the changes. [...]

[...] Possible establishment: Decathlon in India Cross Cultural Assignment Contents INTRODUCTION I. INDIA AND ITS CULTURE 1. Culture and Tradition 1.1 CASTES 1.2 CULTURAL DEMONSTRATIONS 1.3 TRADITION 2. Languages and religions 2.1 RELIGION 2.2 LANGUAGES 3. The Way of life II. DECATHLON IN INDIA, WHY NOT? 1. Presentation of Decathlon and his management 1.1 GROUP 1.2 MARKET 1.3 TARGET 1.4 MANAGEMENT 2. [...]