Décathlon Analysis
2006-2007
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Abstract :
For ten years, the name Decathlon stands out as the European leader on the market of the retail trade of sporting articles. The group Decathlon, has about maintained this leadership thanks to a long-term growth and a strong management policy, shows innovation in diverse sectors, dashing into the creation of lines of technical clothes and sport wear as well as in sports equipment. However, the competition on this sector increased for some years with the increase of the offer of sporting articles sold in hypermarkets and in the concentration of the main competitors as Inter Sport. Facing a more and more competitive market, it is advisable to be interested in the strategy that Decathlon knew how to set up on its sector to maintain its position.
SOMMAIRE
I) Historic of Décathlon ………………………………. P 2
A) Presentation of Décathlon……………………………………. p 2 B) Some important dates………………………………………… P 2
II) Marketing mix……………………………………… p 3
A) Products………………………………………………………. p 3 B) Distribution…………………………………………………… p 4
III) Swot analysis…………………………………….... p 5
A) Strenghts and Weaknesses......................................................... p 5 B) Opportunities and Threats.......................................................... p 6
IV) Corporate philosophy…………………………….. p 7
Vocabulary...................................................................... p 9
I) Historic of Décathlon A) Presentation of Decathlon:
Decathlon is a French retail company created in 1976.
The principal leaders are :
Michel LECLERCQ (Chair founder) and Olivier KAUFFMANN (general manager).
The sales turnover in 2005 is 3,741 billion euros.
The company counts a manpower of 33000 employees on average 28 years old.
The group exerts two complementary trades: → design and creation of articles of sport → the retail sale of sport articles
Leader in the sector
[pic]
Abstract :
For ten years, the name Decathlon stands out as the European leader on the market of the retail trade of sporting articles. The group Decathlon, has about maintained this leadership thanks to a long-term growth and a strong management policy, shows innovation in diverse sectors, dashing into the creation of lines of technical clothes and sport wear as well as in sports equipment. However, the competition on this sector increased for some years with the increase of the offer of sporting articles sold in hypermarkets and in the concentration of the main competitors as Inter Sport. Facing a more and more competitive market, it is advisable to be interested in the strategy that Decathlon knew how to set up on its sector to maintain its position.
SOMMAIRE
I) Historic of Décathlon ………………………………. P 2
A) Presentation of Décathlon……………………………………. p 2 B) Some important dates………………………………………… P 2
II) Marketing mix……………………………………… p 3
A) Products………………………………………………………. p 3 B) Distribution…………………………………………………… p 4
III) Swot analysis…………………………………….... p 5
A) Strenghts and Weaknesses......................................................... p 5 B) Opportunities and Threats.......................................................... p 6
IV) Corporate philosophy…………………………….. p 7
Vocabulary...................................................................... p 9
I) Historic of Décathlon A) Presentation of Decathlon:
Decathlon is a French retail company created in 1976.
The principal leaders are :
Michel LECLERCQ (Chair founder) and Olivier KAUFFMANN (general manager).
The sales turnover in 2005 is 3,741 billion euros.
The company counts a manpower of 33000 employees on average 28 years old.
The group exerts two complementary trades: → design and creation of articles of sport → the retail sale of sport articles
Leader in the sector