Decathlon China Draft 
COMM 5307
Introduction to Marketing Management
Case
DECATHLON CHINA: USING SOCIAL MEDIA TO PENERATE THE INTERNET MARKET
Student Name: Lin, Yuxiang
Student ID: 0313388
Instructor: Ron Mulholland
Date: March 10th, 2015
Executive Summary
In the current competitive market environment, Decathlon needs to attract consumers and increase market share by using social media. In addition, coping with the fierce market competition and effectiveness of social media used in this measure are also of significance.
The decision should be made based on objectives, background, SWOT analysis, market analysis and keys analysis.
There are three alternatives that can solve the problems:
1. Continue to operate and does not make any change in business strategy.
2. Find an appropriate method to measure the effectiveness of using social media and invest small number of funds in social media. At the same time, keeping the traditional media to promote products.
3. Decathlon spends huge resources to social media to increase both online sales and market share.
In the end, alternative 2 is recommended as the short-term solution and alternative 3 is recommended as the long-term solution. In addition, if action plan falls, Decathlon should think about changing investment direction and alternative 1 is recommended as the short-term solution.
Problem Statement
Decathlon is a French manufacturer and retailer of sporting goods established in 1976. Nowadays, with many retail branches set up, Decathlon has developed successfully in China. Social media has become a primary method to attract consumers with the development of technology and market. Therefore, Aaron Zhou, the e-commerce department head should focus on finding out how to attract consumers and increase market share by social media, and, how to deal with the fierce market competition and measure the effectiveness of using social media.
Situation Analysis
Considering the above problems, the Aaron Zhou should decide on
Introduction to Marketing Management
Case
DECATHLON CHINA: USING SOCIAL MEDIA TO PENERATE THE INTERNET MARKET
Student Name: Lin, Yuxiang
Student ID: 0313388
Instructor: Ron Mulholland
Date: March 10th, 2015
Executive Summary
In the current competitive market environment, Decathlon needs to attract consumers and increase market share by using social media. In addition, coping with the fierce market competition and effectiveness of social media used in this measure are also of significance.
The decision should be made based on objectives, background, SWOT analysis, market analysis and keys analysis.
There are three alternatives that can solve the problems:
1. Continue to operate and does not make any change in business strategy.
2. Find an appropriate method to measure the effectiveness of using social media and invest small number of funds in social media. At the same time, keeping the traditional media to promote products.
3. Decathlon spends huge resources to social media to increase both online sales and market share.
In the end, alternative 2 is recommended as the short-term solution and alternative 3 is recommended as the long-term solution. In addition, if action plan falls, Decathlon should think about changing investment direction and alternative 1 is recommended as the short-term solution.
Problem Statement
Decathlon is a French manufacturer and retailer of sporting goods established in 1976. Nowadays, with many retail branches set up, Decathlon has developed successfully in China. Social media has become a primary method to attract consumers with the development of technology and market. Therefore, Aaron Zhou, the e-commerce department head should focus on finding out how to attract consumers and increase market share by social media, and, how to deal with the fierce market competition and measure the effectiveness of using social media.
Situation Analysis
Considering the above problems, the Aaron Zhou should decide on