DГcathlon Examination Essay

2006-2007

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AbstractВ:

For a decade, the term Decathlon stands out as the European leader on the market with the retail trade of wearing articles. The group Decathlon, has regarding maintained this kind of leadership as a result of a long-term growth and a strong supervision policy, shows innovation in diverse sectors, dashing in the creation of lines of technical garments and sport wear along with sports tools. However , your competitors on this sector increased for a few years with the increase with the offer of sporting articles sold in hypermarkets and in the concentration with the main competition as Inter Sport. Facing a more and more competitive market, make sure you be interested in the strategy that Decathlon knew how to create on their sector to take care of its position.

SOMMAIRE

I) Ancient of Décathlon ………………………………. P 2

A) Business presentation of Décathlon……………………………………. p a couple of B) A lot of important dates…………………………………………P 2

II) Marketing mix………………………………………p 3

A) Products………………………………………………………. l 3 B) Distribution……………………………………………………p some

III) Swot analysis…………………………………….... p 5

A) Strenghts and Weaknesses......................................................... g 5 B) Opportunities and Threats.......................................................... p 6

IV) Corporate philosophy…………………………….. p six

Vocabulary...................................................................... p 9

I) Historic of DГ©cathlon

A) Presentation of Decathlon:

Decathlon is a The french language retail business created in 1976.

The principal leaders areВ:

Michel LECLERCQ (Chair founder) and Olivier KAUFFMANN (general manager). The sales yield in 2006 is three or more, 741 billion euros.

The business counts a manpower of 33000 workers on average twenty eight years old. The group applies two contrasting trades:

в†’ design and creation of articles of sport

в†’ the selling sale of sport articles

Head in the sector of the circulation of content of sport (approximately 50% of the market), the task of Decathlon should be to develop the by the sport, and to satisfy any player from newcomers to specialists. The Decathlon stores offer more than 40 Sports both with significant brands just like Adidas, Nike, Rossignol, or perhaps with its own brands.

B) Some significant date:

1976: Michel LECLERCQ opens the first ever self-service sports and leisure supermarket in Englos, just outdoors Lille inside the Northof France. It's a fresh concept completely: To set up out every sports people for the cheapest possible cost. 1986: " Decathlon development " is born. It's goal is to design and manufacture goods endorsed with a proprietary label. In the same yr, Decathlon opens its initial store outdoors France in Dortmund, Indonesia. 1988: The first interational production office is opened in Asia. 1996: Decathlon creates the first under one building " passion” brands: Tribord and Quechua. 1999: Decathlon on mind for new frontiers opening retailers in the USA (around Boston) and the UK (London). 2003: The international adventure takes a fresh turn on The fall of with the opening of the 1st Chinese retail store in Shangai. 2004: Géonaute and Aptonia are created.

2005: Kalenji and Fouganza are created

II) Le blend marketing

A) DГ©cathlon Products

Decathlon proposes to his customers sporting articles given away in 15 sports globe representing 62 sports. It allows the customers to have a clear vision more of the various products of the shop. Thus, we can see the Hill Universe, riding a bike and roller, blade, nature, team sporting activities, running, racquet sports, normal water and finally health / finding. To be actually closer to his customers and answer better their objectives, Decathlon produced in 97 the brands Passion, appropriate for every sporting activities universe of his stores. Only exemption in the secret, cycling, the flagship item of retailers, was usually, is and may stay beneath brand Decathlon. Through these kinds of appropriate brands, Decathlon...

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