Décathlon - Management strategy

Résumé du document

In this study, I have tried to present an explanation of the development of DECATHLON SA Epinal. However, I did not have enough information to prepare a complete file, as I did not have access to an organization chart, or any data about it. Thus I have based the analysis on all the branches of the brand DECATHLON. I thus will explain how DECATHLON emerged, how the company is evaluated, and everything else about it which is interesting.

Identity & activity

DECATHLON is a Sports store. This company offers the customer Sportswear, Sports accessories, and anything else related to Sports activities. I will shortly start working for DECATHLON EPINAL, and I consider this a valuable opportunity, because I am very interested in sports. Sport is my passion, and I am privileged to have the opportunity to work in this domain.

Historical

In 1976, Michel Leclercq founded DECATHLON. The first self-service store specialized in Sport products opened in Englos, near Lille. Its concept was new to France, and the objective was to fit all the sportsmen and sportswomen at the best possible price, from the beginners to the enthusiasts.

Since then, DECATHLON has represented the passion to do everything for the consumers. To begin with, it serves a collective plan: to favor the development of the greatest number of people who practice any kind of sport. Subsequently, it became an idea that spanned all five continents from Europe to China, passing by USA and the Indian Ocean.

Tags: Decathlon, Sports equipment, Decathlon in Epinal

Extraits

[...] From “Poussins” to Professionals, KIPSTA is the technical partner of team's victories. - For jogging and fitness: - The brand of ball's sports (Racket and Golf): Every speciality in one only sport's universe, next to international brands, for the sport's amateur, from beginners to the higher level. In 1997, more than 200 stores were opened in Europe. (e.g. in Anvers in Belgium) Two years later, DECATHLON came in the USA with 20 new stores, and it opened its first store in Great-Britain. [...]

[...] It was in 1999 that DECATHLON opened a store in Epinal. The company chooses to open a minimal version of its new park's concept: fond la forme”. This store is situate next to the Centre des congrès with for the trade, and 7 ha for a sport's area. Evolution I succeed to find only old numbers which can represent the evolution of DECATHLON, from its creation to 2004. In new stores opened of which 13 were installed in foreign countries. [...]

[...] But it's not a recent brand. Indeed, DECATHLON appeared in 1976. Historical In 1976, Michel Leclercq found DECATHLON. The first self-service store specialized in Sport products opened in Englos, near to Lille. Its concept is new in France: to fit all the sportsman and sportswoman for the best price, from the beginner to the enthusiast. Since, DECATHLON story represents the passion to do everything for the consumers. To begin with people to serve a collective plan: to favour the development of the greatest number of people with sport practice, for every sport. [...]

[...] DECATHLON EPINAL proposes a lot of services: Loyalty Card Gift vouchers Custom financial Warranty Home delivery and assembly Free car park Equipment loan Repayment or exchange Sport Events (Vital Sport, Trocathlon etc.) Maintenance and Reparation DECATHLON EPINAL helps you to customize your sport equipment too: Embroidery Cycle : o Inner tube change o Accessories assembly etc. Electronic : o Watchstrap change o Watch's battery change etc. Fitness Golf Engraving Marking : o Name o Number o Contact details etc. Mountain Mountain ski Mountain, hiking, tent Roller Water sports Racket sports . [...]

[...] Alain Gautier [Windsurfing], Loïc Leferme [Scuba diving], Nicolas Capdeville [Bodyboard]) - For the pleasure to ride: The brand of riding sports make, product and distribute some products adapted to all-level sportsmen and sportswomen needs. Performing, design and robust, these high-quality products are tested, used and supported by the greatest teams. Objective number one: total pleasure for the greatest value for money ! Among the DECATHLON technical partners, there are the ride's teams AG2R and COFIDIS, and Clément Doby (BMX) - For the nature's lovers: A tribute to the Earth and the great explorer. In this world all seems to be speedier. [...]