Decathlon Circumstance Ppt Orange Version

 Essay about Decathlon Case Ppt Orange colored Version

Example: The Importance of Services

Audencia – Ecole de Managing

Sectorial promoting - S3MKT402

Instructor: Mme C. Blancho

Fall term 2014

Quentin Lefévère

Clément Lefevre

Viola Rizzelli

Claudia Rossetti

PLAN

2

--

Introduction: organization overview

--

PESTEL Research

-

Porter's Five Pushes

-

In conclusion: SWOT Research

-

Ideal orientation

--

New ideal orientation: positive aspects & cons

-

Fresh services

-

Conclusion

Oxylane

network – 17

Enthusiasm

Brands

(Quechua,

Domyos

Tribord, Kipsta)

Western european

leader in

production

and sales of

sports

tools

Decathlon

Competition

(Go Sport,

Sport 2000)

and economic

crisis

INTRODUCTION: COMPANY OVERVIEW

3

748 shops in

the world

Personal

Economic

•Vulnerable

production

areas and specific zones ( Asia,

Indonesia)

•Taxation

policies �

problems with low

prices approach

•Government

advertising sport

• Inflation and

global crisis

affecting

consumers

behavior

•GDP growth level

4

Social

•Changes in

customer

behaviour

•Trends to get

extreme sporting activities

•Discount/

Second hand

purchasing

•Demography

•Personalization

PESTEL ANALYSIS

Technological

•E-business

•Social networks

•New payments

devices

(automatic

cashiers)

Environmental

•New trends for

green issues

•Weather

improvements

•New

environmental

laws �

constraints to get

production

Legal

•Changes in laws

concerning

employment and

health

•Changes in

starting days

polices

PORTER'S FIVE FORCES

Negotiating power of suppliers:

LOW (1/5)

Bargaining power of

customers: AVERAGE LOW

(2/5)

Vertical integrated system (OXYLANE

Group) and Passion brands

Not really concentrated,

popular

Rivalry: MODEST HIGH(4/5)

- Direct competitors (Intersport, Move sport,

Sport 2000 and Twinner)

- Decathlon excessive market share

Danger of new traders: LOW

(1/5)

Satured marketplace

5

Menace of alternatives:

MODERATE (2/5)

Second heand market (C-to-C), virtual

marketplaces, e-commerce

PORTER'S FIVE MAKES

6

STRENGHTS

• Ground breaking, eco-friendly, cheap

products

• Large stock portfolio of

products/brands

• Leadership in The european countries

• OXYLANE Group

several

OPPORTUNITIES

Fresh extreme athletics

Development of new technologies

and mediatisation of sports bless you

to the range of TV programs

Governments promoting sports

New trend intended for discount retailers

WEAKNESSES

• Lack of presence in the metropolis

centers

• Bad connection concerning

providers and brands

• Also broad targeting

• Not effective career prospects

THREATS

• Rivals ( on the web products and

specialised websites, C to C sales

community, second hand shops)

• Reliance on external factors (

weather.. )

• Financial crisis, GDP trends,

pumpiing

TO SUM UP: SWOT ANALYSIS

TODAY

TOMORROW

SEGMENTING

sport practitioners several

TARGETING

all sport practitioners, generally

families and individuals

(beginners, confirmed, experts)

POSITIONING

offering the widest selection of sport

gear at the lowest price

8

PROPER ORIENTATION

Focus on a defined tactical

group →

Non-experts and occasional

athletics practitioners

FRESH STRATEGIC ORIENTATION: ADVANTAGES & DISADVANTAGES

Which include

experts

9

Narrowing concentrate on

on non-expert

customers

Method: Daily

availabilities, online

buy delivered

in local store. Try

and decide if

purchase.

PLACE: Online /

local shops

PRICE:

Transport fees &

extra costs for

buy by courier

Order on-line,

try in local

shop, buy merely

in case

People:

Cashiers, bi-cycle

couriers

Physical

environment:

Acquisition of

stores the downtown area

10

FRESH SERVICES

ADVERTISING:

Green wall structure for

neighborhood stores,

ad

online and in

cites

PLACE:

Decathlons region

and retailers

Process:

membership

online or in

store

PRICE: payper-use service/

membership

Sport coaching

People: staff

and sport

trainer

eleven...

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