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Decathlon Case Ppt Orange Version
Case Study: The Importance of Services

Audencia – Ecole de Management
Sectorial marketing - S3MKT402
Instructor: Mme C. Blancho
Fall semester 2014

Quentin Lefévère
Clément Lefevre
Viola Rizzelli
Claudia Rossetti

AGENDA

2

-

Introduction: company overview

-

PESTEL Analysis

-

Porter’s Five Forces

-

To sum up: SWOT Analysis

-

Strategic orientation

-

New strategic orientation: advantages & disadvantages

-

New services

-

Conclusion

Oxylane network – 17
Passion
Brands
(Quechua,
Domyos
Tribord, Kipsta)
European
leader in production and sales of sports equipment

Decathlon
Competitors
(Go Sport ,
Sport 2000) and financial crisis INTRODUCTION: COMPANY OVERVIEW
3

748 shops in the world

Political

Economic

•Vulnerable production zones ( Asia,
Indonesia)
•Taxation policies  problems with low prices strategy
•Government
promoting sport

• Inflation and global crisis affecting customers behavior •GDP growth rate

4

Social
•Changes in customer behaviour
•Trends for extreme sports
•Discount/
Second hand purchasing •Demography
•Personalization

PESTEL ANALYSIS

Technological
•E-business
•Social networks
•New payments systems (automatic cashiers) Environmental
•New trends for green issues
•Weather
changes
•New
environmental laws  constraints for production Legal
•Changes in laws concerning employment and health •Changes in opening days regulations PORTER’S FIVE FORCES
Bargaining power of suppliers:
LOW (1/5)

Bargaining power of customers: MODERATE LOW
(2/5)

Vertical integrated system (OXYLANE
Group) and Passion brands

Not concentrated, high demand

Rivalry: MODERATE HIGH(4/5)
- Direct competitors (Intersport, Go sport,
Sport 2000 and Twinner)
- Decathlon high market share

Threat of new entrants: LOW
(1/5)
Satured market

5

Threat of substitutes:
MODERATE (2/5)
Second heand market (C-to-C), virtual marketplaces, e-commerce

PORTER’S FIVE FORCES

6

STRENGHTS
• Innovative, eco-friendly, cheap products • Large portfolio of products/brands •
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