Marketing awards on Decathlon

Résumé du document

Decathlon is a well-known and successful sporting chain store in France and Europe. It is a major French sport goods manufacturer and the leader in the market of the retail trade of sporting articles, with stores located throughout the world. From a marketing strategy point of view, this company is really interesting to study because its strategy is outstanding. The group has maintained this leadership thanks to a long-term growth and a strong management policy. It has shown innovation in diverse sectors, dashing into the creation of lines of technical clothes and sport wear as well as in sports equipment. Decathlon has implemented a unique strategy creating its own brands and communicates with original commercials. The task of Decathlon is to develop the health of the sport, and to satisfy sportsmen from beginners to experts. In that regard, the company's aim is to create desirability and make the pleasure and benefits of sport available to everyone. Overall, its strategy is out of the ordinary and successful. We will analyze the success of the company and look into its future course of action and challenges.

Extraits

[...] Allocation of resources The allocation of resources is entirely managed by Decathlon. The company indeed controls the entire production chain of its products: from research and development, design, production and logistics, right up to the sale itself. Its “brand strategy” is complete; each brand owns its research unit of fabrication and creation. The group is implemented a complete vertical integration because it realizes everything from the creation and design to the distribution of the products in its different stores. Thanks to this process of allocating the resources, Decathlon can reduce its costs; have a guarantee of supply Scope As mentioned above, the target market is large, since Decathlon managed to target athletes from the beginner to the high-level expert. [...]

[...] Marketing awards on Decathlon a. Why did you select this company? I selected Decathlon because it's a well know and successful sporting chain store in France and Europe. Actually, it's the major French sport goods manufacturer and the leader on the market of the retail trade of sporting articles, with stores located throughout the world. From a marketing strategy point of view, this company is really interesting to study because its strategy is outstanding. The group Decathlon has about maintained this leadership thanks to a long-term growth and a strong management policy. [...]

[...] More than 50% of the turnover is due to its own brands. Its strategy of globalization is also a factor of success for Decathlon. It is implemented on 5 continents countries with more than 450 stores. The unique concept of Decathlon has allowed them to differentiate from its competitors. The stores are welcoming and functional, everything is done to satisfy the customer: large paths (to try the products), every sport is represented in different the customers can be advised by salesman. [...]

[...] In the marketing mix, the price and the products are the main sources of competitive advantage. Its main competitors (Intersport, Go sport and Sport 2000) don't have much as unique brands as Decathlon owns. Sources of synergy Currently, Decathlon has many business units since it develops the entire production chain. But it also develops partnership with high-level athletes, sport events, street markets (the “Trocathlon”), online sales, maintenance and fix of sport equipment In addition, there is a foundation: foundation Decathlon” who supports some projects and lead to the integration of women, men and children through the sport. [...]

[...] Secondly, Decathlon has to continue its expansion and its international development, by creating more stores, and implementing in new countries, such as emerging markets. To maintain its position, Decathlon has also to guarantee a good balance between its own brands and the international brands. It will have to develop innovation and R&D to create new brands in different sports and ensure quality as well as good value for money for those brands. It should try to find new partnership with high-level athletes. [...]