Decathlon is a French multinational company that designs, manufactures,
and sells sports goods, equipment, and apparel. It operates retail stores
worldwide, offering products for a wide range of sports, from cycling and
boxing to cricket and football
Decathlon's mission is to make sports accessible to everyone by providing
high-quality, affordable, and innovative sports products. It focuses on
sustainability, customer-centric innovation, and promoting an active lifestyle.
Why Choose a Sports
Emerging Trends Brand Like Decathlon?
• Growth of esports and fantasy • Rise of Affordable & Quality Sportswear –
Brands like Decathlon focus on cost-effective yet
sports platforms like Dream11 and high-performance gear to attract budget-
MPL. conscious consumers.
• Investments in women’s sports,
• Sustainability & Eco-Friendly Products –
leading to better visibility and Growing demand for recycled materials,
support. biodegradable packaging, and carbon-neutral
production in sports goods.
• Technological advancements in
training, fitness tracking, and • Tech-Integrated Sports Gear – Wearable fitness
performance analysis. tech, smart clothing, and AI-driven sports
analytics are revolutionizing training and
• Expansion of sports retail brands performance.
like Decathlon, Reebok, and
ASICS. • E-commerce & Direct-to-Consumer Sales –
Online sales, personalized recommendations, and
• Increased brand collaborations with virtual try-ons are shaping the future of sports
Indian athletes. retail stores
Decathlon as a Socially
Responsible Enterprise
Employee Well-Being &
Community Engagement &
Development
Provides career growth opportunities Inclusivity
and training for employees. Promotes sports for all, regardless
Encourages a healthy work-life balance of age, gender, or physical ability.
and active lifestyles. Runs grassroots programs to
Decathlon’s commitment to support underprivileged
sustainability, fair labor, and communities in accessing sports
community development positions it as facilities and equipment.
a socially responsible enterprise, Encourages diversity and inclusion
making a positive impact beyond just
within its workforce and customer
sports retail.
base.
As a user, here’s how I would experience the app
• 1. Home Screen Layout : The top section
features the Decathlon logo and a location
selection bar, allowing users to choose a
preferred delivery or store location. Below
this, there are product categories (Men,
Women, Kids, Combo Offers) for quick
navigation . A promotional banner displays
ongoing offers, such as discounts on
bicycles
• .2. Navigation Bar :
The bottom navigation bar includes five key
sections : Home (for browsing products and
offers)Sports (likely a category-based sports
shopping section)Connect (a new feature,
possibly for community interaction, social
shopping, or user engagement)Scan (possibly
for barcode scanning in-store)Account (user
profile, orders, and settings)
• 3. Connect Feature : A newly introduced "Connect"
option is added to the navigation bar . It has two states:
Inactive (gray icon)Active (highlighted with a blue dot),
indicating a new or unread feature. The icon was
modified to align with the app's visual style.
• 4. Visual Design & Consistency : The app maintains a
minimalist and intuitive UI, using icons and labels for
clarity . Color coding and icons make it easy to
differentiate between active and inactive features . The
edited icon for "Connect" ensures uniformity with other
navigation icons.
.
100%
YUVRAJ
Sole Proprietorship: A sole proprietorship is a business owned and managed by a
single individual, where the owner has full control and is personally responsible
for all debts and liabilities.
Advantages: It is easy to set up with minimal regulatory requirements, and the
owner keeps all profits while making independent decisions.
Decathlon communicates
effectively through:
• 1. Customer-Centric Approach – Expert
staff, omnichannel support, and seamless
in-store and online experiences.
• 2. Digital & Social Media – Engaging
content, community-building, and localized
messaging on platforms like Instagram and
YouTube.
• 3. Internal Communication – Transparent
culture, digital tools (e.g., Workplace by
Meta), and continuous employee training.
• 4. Sustainability & Transparency – Eco-
friendly messaging, authentic storytelling,
and customer testimonials.
• 5. Innovation & AI – AI-powered chatbots,
data-driven personalization, and a seamless
app & website experience.
Here are the key management functions of Decathlon with concise
explanations
• :Planning – Setting strategic goals for growth, expansion, and
sustainability
• Organising – Structuring teams, resources, and processes for
operational efficiency.
• Staffing – Recruiting, training, and developing employees to
enhance performance.
• Directing – Providing leadership, motivation, and clear
communication to teams.
• Controlling – Monitoring performance, evaluating results, and
making improvements.
Decathlon's key revenue streams come from multiple sources, ensuring a
diversified income model. Here are the main revenue streams:
• 1. Retail Sales (Core Revenue Source)Physical
Stores: Revenue from over 1,700 stores
worldwide, selling sportswear, equipment, and
accessories . E-commerce: Online sales via
Decathlon's website and mobile app, accounting
for 17.4% of total revenue .Omni channel Sales:
Connected orders from stores and external
marketplaces.
• 2. Private Label Products (Vertical
Integration)Decathlon designs, manufactures,
and sells own-brand products like Kipsta
(football), Quechua (hiking), and Domyos
(fitness), reducing reliance on third-party
brands.
• 3. B2B & Institutional Sales Bulk sales to
schools, gyms, clubs, and corporate clients
purchasing sports equipment and apparel.
• 4. Equipment Rentals & Subscription Services Offering rental services
for bikes, skiing, and camping equipment in select markets. Subscription-
based models for sports gear and equipment trials.
• 5. Marketplace & Third-Party Brand Sales Selling third-party sports
brands alongside Decathlon's private labels on digital platforms .
Expansion into external marketplaces like Amazon and local e-commerce
platforms.
• 6. Licensing & Franchising While primarily company-owned, Decathlon
licenses stores in select regions where direct operations aren’t feasible.
• 7. Sports Experiences & Coaching Services Revenue from Decathlon
Sports Clubs, workshops, and training sessions for various sports
• .8. Sustainability & Circular Economy Initiatives Second-hand product
sales & recycling programs (refurbished bikes, sports gear, and trade-in
services).Focus on eco-friendly and sustainable product lines to attract
conscious consumers.
Unique Selling Proposition (USP) of Decathlon Tagline-style USP:"High-quality,
affordable sports gear for everyone—designed by athletes, for athletes!"
• 1. Affordability with Quality✅ Offers budget-friendly sports gear without compromising on
quality, making sports accessible to everyone.
• 2. Wide Product Range (One-Stop Sports Store)✅ Covers 70+ sports, from running and
cycling to niche activities like archery and horse riding.
• 3. In-House Brands & Vertical Integration✅ Owns and manufactures products under brands
like Quechua (hiking), Kipsta (football), and Domyos (fitness), ensuring cost control and
innovation.
• 4. Innovation & Sustainability✅ Develops technologically advanced products (e.g., self-
inflating tents, ultra-lightweight hiking gear) and focuses on eco-friendly materials.
• 5. Customer-Centric Experience✅ Provides in-store product trials, rentals, and workshops,
creating an engaging and hands-on shopping experience.
• 6. Omnichannel Shopping Experience✅ Seamless shopping via physical stores, e-
commerce, mobile apps, and marketplaces, catering to modern consumers.
• 7. Global Reach with Local Adaptation✅ Present in over 70 countries, with products
customized to suit local sports culture and needs.
• ✔ Creation of Demand – Promote
affordable, high-quality sports
products to attract new customers.
• ✔ Customer Satisfaction – Provide
excellent product quality, innovation,
and customer service.
• ✔ Market Share – Expand globally
and strengthen online and offline
presence to compete with top brands.
• ✔ Generation of Profits – Optimize
cost-effective production and
increase sales through omnichannel
strategies.
• ✔ Public Image – Build a strong
reputation through sustainability,
sports accessibility, and community
engagement.
BY YUVRAJ KHANNA
XI-E
