DETAILED REPORT ON DECATHLON
SUBMITTED TO – SUBMITTED BY –
VIDHI JALAN ROHIT KUMAR
RAJAT MITTAL
TANYA JAIN
DECATHLON REPORT
INTRODUCTION TO COMPANY –
Decathlon is a French sporting goods retailer that was founded in 1976 by Michel Leclercq in
Lille, France. The company started as a single shop and now expanded to more than 2,082
stores in 79 countries. Decathlon is known for its variety of sporting equipment that ranges
from tennis rackets to high-tech scuba diving equipment. The company owns in-house
research, design, production, logistics, and distribution of the products.
Leadership and Management –
Staff at Senior Levels and Organization: Decathlon is currently led by CEO Barbara Martin
Coppola, who shows up to work in 2022. She has previously worked with IKEA, Google, and
Samsung. It has a relatively flat organization that fosters enterprise at every level.
Employees, known as "teammates," are encouraged to invent and to develop their ideas.
Brand Ambassador : Decathlon has an ambassador programme for its sports enthusiasts.
They share their knowledge experiences and inspire others. Ambassadors are posted on
Decathlon's social forums and can receive free gear.
Inspiration behind Establishment –
Founder's Philosophy : Michel Leclercq desired sports for every individual. He believed in
providing quality goods at modest prices and treating customers as friends. He held the
principle of customer satisfaction and long relationships.
Logo and Tagline : The Decathlon logo is depicted by a stylished "D" and the tagline "Make
sport accessible to all" encapsulates the purpose of the company.
Brand Identity & Positioning –
Philosophy behind the Brand : The philosophy behind the Decathlon brand is the
democratization of sport and its accessibility to everybody. The company believes in the
power of sport to improve health and wellbeing.
Segmentation, Targeting & Positioning (STP) : Decathlon targets a broad audience
including amateur and professional athletes, as well as casual sports enthusiasts. The
company positions itself as one-stop-shop for all sporting needs, offering wide range of
products under more than 20 brands.
Growth / Timeline of Company –
Major Milestones and Critical Incidents : 1976 Founded in Lille, France.
1986 Entered Germany.
1992 Launched stores in Spain.
2009 Entered Indian market.
2022 Barbara Martin Coppola Appointed as
CEO
Financial Perspective –
Financial Perspective Key Performance Indicators and Financial Health Analysis :
Decathlon company generated a revenue of €15.6 billion in 2023. Decathlon company has
good financial health with steady growth in different markets. Decathlon maintains
profitability by handling its cost through vertical integration business model.
Annual Report Analysis from the Investor's Perspective : Decathlon Annual Reports
Focus on Innovation and Growth. The investor is attracted by the strength of the company's
market presence, as well as growth scope.
Corporate Social Responsibility –
Decathlon focuses much on being green and reducing their effect on the surroundings.
Decathlon aims at reducing its greenhouse gas emissions to 42% by 2030. Decathlon also
invests in training centers and supports local communities through various initiatives.
Competitive Landscape –
Decathlon competes with other sporting goods retailers such as Nike, Adidas, and Under
Armor. The company stands out from its competition due to the wide array of products and
competitive price ranges.
USP (Unique Selling Proposition) : Decathlon's USP is being able to deliver high-quality
products at competitive prices while making sports accessible to everyone.
Collaboration –
Decathlon has collaborated with several organizations/brands in order to expand its market
reach and provide innovative products. For example, the company worked together with
Alltricks-an online retailer that specializes in bicycle and runner accessories.
Summary of Key Points:
Decathlon is a leading global retailer in the sporting goods industry. The company's mission is
to make sports accessible to everyone. Decathlon's strong financial health and commitment to
sustainability are key strengths. The company faces competition from major global brands but
differentiates itself through its wide product range and affordable prices.
Future Outlook / Projects of the Company –
Decathlon will expand, especially in such markets as India. Decathlon will invest 100 million
euros (around Rs 933 crore) in India over the next five years.
Opening more stores : Decathlon is opening their network store to 190 stores across 90
cities.
Increased local manufacturing : Decathlon targets a fill-up level of 85% for local
manufacturing by 2026.
Investing in digital platforms : Decathlon will invest in digital platforms, apps, and
Websites for better customer experience. Efforts towards integrating into an omni-channel
seamless experience for online and offline shopping.
Product Innovation : Decathlon continues to innovate through groundbreaking product
development. Eliminate underperforming brands, eradicate both low-quality and
unsustainable products.
