Decathlon Strategy

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  • Topic: Sport, Sports equipment, Strategic management
  • Pages : 13 (3428 words )
  • Download(s) : 322
  • Published : May 2, 2012
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Table of content
Introduction............................................................................................................................................. 2 1. Competitive environment ............................................................................................................... 3 1.1. 1.2. 1.3. 1.4. 2. Pestel ....................................................................................................................................... 3 Porter five forces ..................................................................................................................... 4 Strategic group ........................................................................................................................ 6 Key factors of success .............................................................................................................. 7

Strategic analysis ............................................................................................................................. 8 2.1. 2.2. 2.3. 2.4. Resources ................................................................................................................................ 8 Competences ........................................................................................................................... 8 Core competences ................................................................................................................... 9 Value chain .............................................................................................................................. 9

3.

Strategic fit analysis ....................................................................................................................... 11 3.1. 3.2. SWOT ..................................................................................................................................... 11 Recommendations................................................................................................................. 12

Conclusion ............................................................................................................................................. 13 References ............................................................................................................................................. 14

Introduction
Since two decades, the retailer Decathlon is leading the European sport equipment market. This dominance is clear in France as much by the popularity of its slogan: ‘A fond la forme’, as the growing number of large stores located mostly around large and medium cities. The Decathlon group, trying to maintain this leadership with a long-term growth and a strong managerial policy, demonstrated innovation in various sectors. Thus, one of its activities is the creation of range of specialized clothing and sportswear as well as sport equipment. So, by marketing its own brands ‘Passion’ Decathlon is diversifying its business as a distributor with the business as a manufacturer of sports products. Examples of those ‘Passion’ brands are Quechua, dedicated to mountain sports, and Tribord for water sports. However, competition in this sector has increased in recent years with the expansion of the supply of sports goods in hypermarkets, which are indirect but important competitors. Concentration of direct competitors such as Intersport, Go Sport or Twinner also plays an important role in this environment. In a market increasingly competitive, attention should be paid to the strategy that Decathlon has put in place in its sector in order to sustain its position. Thus, we will study as a first part the competitive environment of Decathlon. In a second time we will analyze the strategy of the famous French brand, and finally we will focus on the strategic fit.

1. Competitive environment
1.1. Pestel


Political factors:

- Creation of sport structure by local authorities
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