Case study : Decathlon (20 points)
Decathlon, a French retailer of sporting goods that offers a wide range of sporting goods (equipment, clothes, and
shoes for approximately 140 different sports from mountain climbing to athletics) recently opened its first Canadian
store in Brossard on Montreal's south shore. Decathlon has become the world's largest sporting goods retailer with
stores in 39 countries by emphasizing its own private brands (they account for 80% of its sales) instead of selling well-
known brands such as Adidas, Nike, Columbia and North Face. While Decathlon's private brands are traditionally
associated with low prices but with entry level performance, the sports goods retailer has also developed 'passion
brands' such as b'Twin (mountain bikes and road bikes), Wedze (board sports on snow) and Kalenji (walking, running,
cross-country running) that compete head-to-head with well established brands of manufacturers in terms of
performance but at competitive prices.
To do this, Decathlon has invested in a specialized research center with specialists working in anthropometry,
biomechanics and thermic physiology. In addition, Decathlon hosts PhD candidates working on their thesis and students
from engineering schools and from universities (2nd cycle, master level) working on projects for a six-month
period. Decathlon has also developed partnerships with forty institutions such as university laboratories, engineering
schools, technical centers.
Though Decathlon develops its own products, it always outsources their production to manufacturers located in various
countries (ex: Spain for bicycle products, Portugal for socks, shower caps and metal products, Morocco for textile
products, Asian countries for sneakers and balls).
Another key element is that its stores are much bigger than traditional sporting goods stores averaging 4 000 square
meters (in Brossard, the store is approximately 6 000 square meters). Before opening its store, Decathlon sent five
persons to study Montreal's sports equipment market over a two-year period. This team observed local customers
habits (ex: types of sporting goods bought, types of sport activity and frequency, how sports are organized and
practiced, etc.). Based on this knowledge, the store includes among other elements, an indoor pond to test fishing
equipment, an indoor racetrack, meeting rooms available for team meetings and a free shuttle service during weekends
between Montreal's downtown and the store. The concept being developed is for the store to provide customers an
opportunity to try products before buying them and to be a meeting point.
question 1: Define Decathlon's product market (2 points)
question 2: What are Decathlon's corporate strategies? (6 points)
question 3: What is Decathlon's business strategy for its Brossard's store (refer to Porter's generic strategies)? Justify your answer.
Case shly Deca (20 Decation, a French etater of sporting goods that offers a wide range of sporting goods (quement, clothes and shoes for approximately 140 different sports from mountain climbing to athletics) recently opened as fast Canadian store in Brussard on Montrea's south shore. Decathlon has become the world's largest sporting goods retailer with stores in 30 countries by emphasizing its own private brands (they account for 80% of the sales) instead of saling wel kwn brands such as Adidas, Nike, Columbia and North Face While Decathlon's private brands are traditionally associated with low prices but with entry level performance, the sports goods retaller has also developed passion brands such as Twin mountain bikes and road bikes), Wedze (boand sports on snow) and Kalerp walking, running cross-country running) that compete head-to-head with weet established brands of manufacturers in terms of performance but at competitive prices To do this, Decation has invested in a specialized research center with specialists working in anthropometry biomechanics and thermic physiology in addition, Decathlon hosts PhD candidates working on their thesis and students from engineering schools and from universities (2nd cycle, master level working on projects for a six-month period Decathlon has also developed partnerships with forty institutions such as university laboratories, engineering schools, technical centers Though Decathlon develops its own products, it always outsources ther production to manufacturers located in various countries (ex. Spain for bicycle products, Portugal for socks, shower caps and metal products, Morocco for textile products, Asian countries for sneakers and bal Another key element is that its stores are much bigger than traditional sporting goods stores averaging 4000 square meters in Brossard, the store is approximately 6 000 square meters). Before opening its store, Decathlon sent five persons to study Montreal's sports equipment market over a two-year period. This team observed local customers habits (ex types of sporting goods bought, types of sport activity and frequency how sports are organized and practiced, etc J. Based on this knowledge, the store includes among other elements, an indoor pond to test fishing equipment, an indoor racetrack, meeting rooms available for team meetings and a free shuttle service during weekends between Montreats downtown and the store. The concept being developed is for the store to provide customers an opportunity to try products before buying them and to be a meeting point. 14 W 9 IF 18 T2:58:26 11 S Question 1 Pencore rpondu Note sur 2,00 Marquer la Though Decathlon develops its own products, it always outsources their production to manufacturers located in various countries (ex: Spain for bicycle products, Portugal for socks, shower caps and metal products, Morocco for exte products, Asian countries for sneakers and balls) Another key element is that its stores are much bigger than traditional sporting goods stores averaging 4 000 square meters in Brossard, the store is approximately 6 000 square meters). Before opening its store, Decathlon sent five persons to study Montreal's sports equipment market over a two-year period. This team observed local customers habits (ex: types of sporting goods bought, types of sport activity and frequency, how sports are organized and practiced, etc.). Based on this knowledge, the store includes among other elements, an indoor pond to test fishing equipment, an indoor racetrack, meeting rooms available for team meetings and a free shuttle service during weekerids between Montreal's downtown and the store. The concept being developed is for the store to provide customers an opportunity to try products before buying them and to be a meeting point Decathlon uses RFID technology on all its products enabling better inventory control and more efficient operations that reduces operating costs, facilitates products localization as well as providing more information on each product, and allows staff to spend more time serving customers. Define Decathlon's product market (2 points) Rponse: Define Decathlon's product market Rponse: What are Decathlon's corporate strategies? (6 points) Rponse: 10 What is Decathlon's business strategy for its Brossard's store (refer to Porter's generic strategies)? Justify your answer. (8 points) E ' B I . 00 la Question 3 Pas encore rpondu Note sur 8.00 Marquer la question What is Decathlon's business strategy for its Brossard's store (refer to Porter's generic strategies)? Justify your answer. (8 points) 7 A- B I Case study: Decathlon (20 points) Decathlon, a French retailer of sporting goods that offers a wide range of sporting goods (equipment, clothes, and shoes for approximately 140 different sports from mountain climbing to athletics) recently opened its first Canadian store in Brossard on Montreal's south shore. Decathlon has become the world's largest sporting goods retailer with stores in 39 countries by emphasizing its own private brands (they account for 80% of its sales) instead of selling well- known brands such as Adidas, Nike, Columbia and North Face. While Decathlon's private brands are traditionally associated with low prices but with entry level performance, the sports goods retailer has also developed 'passion brands' such as b'Twin (mountain bikes and road bikes), Wedze (board sports on snow) and Kalenji (walking, running, cross-country running) that compete head-to-head with well established brands of manufacturers in terms of performance but at competitive prices. To do this, Decathlon has invested in a specialized research center with specialists working in anthropometry, biomechanics and thermic physiology. In addition, Decathlon hosts PhD candidates working on their thesis and students from engineering schools and from universities (2nd cycle, master level) working on projects for a six-month period. Decathlon has also developed partnerships with forty institutions such as university laboratories, engineering schools, technical centers. Though Decathlon develops its own products, it always outsources their production to manufacturers located in various countries (ex: Spain for bicycle products, Portugal for socks, shower caps and metal products, Morocco for textile products, Asian countries for sneakers and balls). Another key element is that its stores are much bigger than traditional sporting goods stores averaging 4 000 square meters (in Brossard, the store is approximately 6 000 square meters). Before opening its store, Decathlon sent five persons to study Montreal's sports equipment market over a two-year period. This team observed local customers habits (ex: types of sporting goods bought, types of sport activity and frequency, how sports are organized and practiced, etc.). Based on this knowledge, the store includes among other elements, an indoor pond to test fishing equipment, an indoor racetrack, meeting rooms available for team meetings and a free shuttle service during weekends between Montreal's downtown and the store. The concept being developed is for the store to provide customers an opportunity to try products before buying them and to be a meeting point. Decathlon uses RFID technology on all its products enabling better inventory control and more efficient operations that reduces operating costs, facilitates products localization as well as providing more information on each product, and allows staff to spend more time serving customers. Define Decathlon's product market (2 points) Rponse: What are Decathlon's corporate strategies? (6 points) Rponse: What is Decathlon's business strategy for its Brossard's store (refer to Porter's generic strategies)? Justify your answer. (8 points) 7 A BI Refer to the text to identify the key resources, organizational requirements and strategy elements that are required for such a strategy to be successful? (4 points) 7 A B I Case shly Deca (20 Decation, a French etater of sporting goods that offers a wide range of sporting goods (quement, clothes and shoes for approximately 140 different sports from mountain climbing to athletics) recently opened as fast Canadian store in Brussard on Montrea's south shore. Decathlon has become the world's largest sporting goods retailer with stores in 30 countries by emphasizing its own private brands (they account for 80% of the sales) instead of saling wel kwn brands such as Adidas, Nike, Columbia and North Face While Decathlon's private brands are traditionally associated with low prices but with entry level performance, the sports goods retaller has also developed passion brands such as Twin mountain bikes and road bikes), Wedze (boand sports on snow) and Kalerp walking, running cross-country running) that compete head-to-head with weet established brands of manufacturers in terms of performance but at competitive prices To do this, Decation has invested in a specialized research center with specialists working in anthropometry biomechanics and thermic physiology in addition, Decathlon hosts PhD candidates working on their thesis and students from engineering schools and from universities (2nd cycle, master level working on projects for a six-month period Decathlon has also developed partnerships with forty institutions such as university laboratories, engineering schools, technical centers Though Decathlon develops its own products, it always outsources ther production to manufacturers located in various countries (ex. Spain for bicycle products, Portugal for socks, shower caps and metal products, Morocco for textile products, Asian countries for sneakers and bal Another key element is that its stores are much bigger than traditional sporting goods stores averaging 4000 square meters in Brossard, the store is approximately 6 000 square meters). Before opening its store, Decathlon sent five persons to study Montreal's sports equipment market over a two-year period. This team observed local customers habits (ex types of sporting goods bought, types of sport activity and frequency how sports are organized and practiced, etc J. Based on this knowledge, the store includes among other elements, an indoor pond to test fishing equipment, an indoor racetrack, meeting rooms available for team meetings and a free shuttle service during weekends between Montreats downtown and the store. The concept being developed is for the store to provide customers an opportunity to try products before buying them and to be a meeting point. 14 W 9 IF 18 T2:58:26 11 S Question 1 Pencore rpondu Note sur 2,00 Marquer la Though Decathlon develops its own products, it always outsources their production to manufacturers located in various countries (ex: Spain for bicycle products, Portugal for socks, shower caps and metal products, Morocco for exte products, Asian countries for sneakers and balls) Another key element is that its stores are much bigger than traditional sporting goods stores averaging 4 000 square meters in Brossard, the store is approximately 6 000 square meters). Before opening its store, Decathlon sent five persons to study Montreal's sports equipment market over a two-year period. This team observed local customers habits (ex: types of sporting goods bought, types of sport activity and frequency, how sports are organized and practiced, etc.). Based on this knowledge, the store includes among other elements, an indoor pond to test fishing equipment, an indoor racetrack, meeting rooms available for team meetings and a free shuttle service during weekerids between Montreal's downtown and the store. The concept being developed is for the store to provide customers an opportunity to try products before buying them and to be a meeting point Decathlon uses RFID technology on all its products enabling better inventory control and more efficient operations that reduces operating costs, facilitates products localization as well as providing more information on each product, and allows staff to spend more time serving customers. Define Decathlon's product market (2 points) Rponse: Define Decathlon's product market Rponse: What are Decathlon's corporate strategies? (6 points) Rponse: 10 What is Decathlon's business strategy for its Brossard's store (refer to Porter's generic strategies)? Justify your answer. (8 points) E ' B I . 00 la Question 3 Pas encore rpondu Note sur 8.00 Marquer la question What is Decathlon's business strategy for its Brossard's store (refer to Porter's generic strategies)? Justify your answer. (8 points) 7 A- B I Case study: Decathlon (20 points) Decathlon, a French retailer of sporting goods that offers a wide range of sporting goods (equipment, clothes, and shoes for approximately 140 different sports from mountain climbing to athletics) recently opened its first Canadian store in Brossard on Montreal's south shore. Decathlon has become the world's largest sporting goods retailer with stores in 39 countries by emphasizing its own private brands (they account for 80% of its sales) instead of selling well- known brands such as Adidas, Nike, Columbia and North Face. While Decathlon's private brands are traditionally associated with low prices but with entry level performance, the sports goods retailer has also developed 'passion brands' such as b'Twin (mountain bikes and road bikes), Wedze (board sports on snow) and Kalenji (walking, running, cross-country running) that compete head-to-head with well established brands of manufacturers in terms of performance but at competitive prices. To do this, Decathlon has invested in a specialized research center with specialists working in anthropometry, biomechanics and thermic physiology. In addition, Decathlon hosts PhD candidates working on their thesis and students from engineering schools and from universities (2nd cycle, master level) working on projects for a six-month period. Decathlon has also developed partnerships with forty institutions such as university laboratories, engineering schools, technical centers. Though Decathlon develops its own products, it always outsources their production to manufacturers located in various countries (ex: Spain for bicycle products, Portugal for socks, shower caps and metal products, Morocco for textile products, Asian countries for sneakers and balls). Another key element is that its stores are much bigger than traditional sporting goods stores averaging 4 000 square meters (in Brossard, the store is approximately 6 000 square meters). Before opening its store, Decathlon sent five persons to study Montreal's sports equipment market over a two-year period. This team observed local customers habits (ex: types of sporting goods bought, types of sport activity and frequency, how sports are organized and practiced, etc.). Based on this knowledge, the store includes among other elements, an indoor pond to test fishing equipment, an indoor racetrack, meeting rooms available for team meetings and a free shuttle service during weekends between Montreal's downtown and the store. The concept being developed is for the store to provide customers an opportunity to try products before buying them and to be a meeting point. Decathlon uses RFID technology on all its products enabling better inventory control and more efficient operations that reduces operating costs, facilitates products localization as well as providing more information on each product, and allows staff to spend more time serving customers. Define Decathlon's product market (2 points) Rponse: What are Decathlon's corporate strategies? (6 points) Rponse: What is Decathlon's business strategy for its Brossard's store (refer to Porter's generic strategies)? Justify your answer. (8 points) 7 A BI Refer to the text to identify the key resources, organizational requirements and strategy elements that are required for such a strategy to be successful? (4 points) 7 A B
