Decathlon China case report
2013
[DECATHLON CHINA: USING SOCIAL MEDIA TO PENETRATE THE INTERNET MARKET]
CASE 2 INDIVIDUAL REPORT K 603 – Information Systems
Table of Content:
Executive Summary 2
Key Issues 3
SWOT Analysis 5
Porter’s Five Forces 6
Strategic Alternatives 7
Recommendations 9
Implementation Strategy 10
Additional Costs 12
Conclusion 13
Bibliography 14
Appendix 1 15
Appendix 2 16
Executive Summary
Decathlon, established in 1976, is a French manufacturer and retailer of sporting goods. Decathlon produces and sells a wide range of sporting goods and products. By 2013, the company has grown into a large multinational corporation, with more then 400 stores operating in Belgium, Brazil, China, Czech Republic, France, Germany, Hungary, India, Italy, Kuwait, Lebanon, Malaysia, Netherlands, Poland, Portugal, Romania, Russia, Singapore, Spain, Sweden, Turkey, Taiwan, United Arab Emirates and the United Kingdom.
NUMBER OF DECATHLON STORES WORLWIDE https://www.decathlon.co.uk. (2013). Retrieved from our-figures.
In March 2011, after successfully establishing more then 33 retail stores in large cities across China, Decathlon planned to launch its official Chinese online shopping website. Aaron Zhou, the e-commerce department head of Decathlon China, experimented with several new Chinese social media channels and wants to persuade the CEO of Decathlon China, John Huang, to dedicate more resources to social media to increase both on-line sales in the short term and market share in the long term.
SHARE OF REVENUE FRANCE/REST OF THE WORLD https://www.decathlon.co.uk. (2013). Retrieved from our-figures.
Key Issues
Unsophisticated on-line presence
Even though since opening its first retail store
[DECATHLON CHINA: USING SOCIAL MEDIA TO PENETRATE THE INTERNET MARKET]
CASE 2 INDIVIDUAL REPORT K 603 – Information Systems
Table of Content:
Executive Summary 2
Key Issues 3
SWOT Analysis 5
Porter’s Five Forces 6
Strategic Alternatives 7
Recommendations 9
Implementation Strategy 10
Additional Costs 12
Conclusion 13
Bibliography 14
Appendix 1 15
Appendix 2 16
Executive Summary
Decathlon, established in 1976, is a French manufacturer and retailer of sporting goods. Decathlon produces and sells a wide range of sporting goods and products. By 2013, the company has grown into a large multinational corporation, with more then 400 stores operating in Belgium, Brazil, China, Czech Republic, France, Germany, Hungary, India, Italy, Kuwait, Lebanon, Malaysia, Netherlands, Poland, Portugal, Romania, Russia, Singapore, Spain, Sweden, Turkey, Taiwan, United Arab Emirates and the United Kingdom.
NUMBER OF DECATHLON STORES WORLWIDE https://www.decathlon.co.uk. (2013). Retrieved from our-figures.
In March 2011, after successfully establishing more then 33 retail stores in large cities across China, Decathlon planned to launch its official Chinese online shopping website. Aaron Zhou, the e-commerce department head of Decathlon China, experimented with several new Chinese social media channels and wants to persuade the CEO of Decathlon China, John Huang, to dedicate more resources to social media to increase both on-line sales in the short term and market share in the long term.
SHARE OF REVENUE FRANCE/REST OF THE WORLD https://www.decathlon.co.uk. (2013). Retrieved from our-figures.
Key Issues
Unsophisticated on-line presence
Even though since opening its first retail store
Bibliography: http://www.slideshare.net/petra1400/social-media-organizing-for-success-part-1-of-2, 2013 http://www.slideshare.net/petra1400/social-media-driving-business-impact-part-2-of-2, 2013 Walters, J. & Kuo, Y.(2011) The world’s next e-commerce superpower, bcg.com, 2013 http://www.slideshare.net /fhcipriani/social-media-in-companies-full-research-report www.internetworldstats.com, 2013 www.google.com/trends, 2013 http://www.stats.gov.cn/english, 2013 Appendix 1 Total Internet Sales of Consumer Goods Total Internet Sales of Consumer Goods (2011.01-02) (http://www.stats.gov.cn/english/2013) Appendix 2 Decathlon Customer Loyalty Card (www.decathlon.com.ch, 2013)