Description
SWOT ANALYSIS OF DECATHLON
Decathlon
Parent Company
Decathlon
Category
Sporting goods retail
Sector
Lifestyle and retail
Tagline/ Slogan
Sports for all! All for sports; Better gear better off
USP
Everything in sports in affordable price STP
Segment
Style and quality
Target Group
Middle class and upper middle class
Positioning
Quality sports good in affordable SWOT Analysis
1. Stores located throughout the world with 800 stores all over 2. Group is largest sporting goods reseller in domestic market 3. Large variety of sports goods in affordable pricing for all classes of consumers 4. Own private label brands to get high brand recall 5. Strong and innovative marketing since years have created a strong Strength brand retention in the minds of customers
1. Limited global presence as compared to leading global companies 2. E- retailing is gaining importance but still company has limited Weakness presence on the same
1. Brand building by tie-up with emerging clubs/teams/players Opportunity 2. Company has opportunity to innovate on technology front to
design new products 3. Creating high brand awareness by exploring advertising media tactically
1. High inflation doesn't give opportunity of cost advantage in competitive environment 2.High competition from global and domestic players Threats 3.Threats from other brands who provide goods at lower price Competition
1. Kitbag 2. Early winters Competitors 3. JD SPORTS
doc_665358293.docx
SWOT ANALYSIS OF DECATHLON
Decathlon
Parent Company
Decathlon
Category
Sporting goods retail
Sector
Lifestyle and retail
Tagline/ Slogan
Sports for all! All for sports; Better gear better off
USP
Everything in sports in affordable price STP
Segment
Style and quality
Target Group
Middle class and upper middle class
Positioning
Quality sports good in affordable SWOT Analysis
1. Stores located throughout the world with 800 stores all over 2. Group is largest sporting goods reseller in domestic market 3. Large variety of sports goods in affordable pricing for all classes of consumers 4. Own private label brands to get high brand recall 5. Strong and innovative marketing since years have created a strong Strength brand retention in the minds of customers
1. Limited global presence as compared to leading global companies 2. E- retailing is gaining importance but still company has limited Weakness presence on the same
1. Brand building by tie-up with emerging clubs/teams/players Opportunity 2. Company has opportunity to innovate on technology front to
design new products 3. Creating high brand awareness by exploring advertising media tactically
1. High inflation doesn't give opportunity of cost advantage in competitive environment 2.High competition from global and domestic players Threats 3.Threats from other brands who provide goods at lower price Competition
1. Kitbag 2. Early winters Competitors 3. JD SPORTS
doc_665358293.docx