AN INTRODUCTION ON PROJECT

ROBIN CK

MBA 2014-2016

ABOUT DECATHLON…..

Decathlon is a global sporting goods chain store of French origin, with stores located throughout the world. .Decathlon has been in India for the last 15 years as an exporter of sports goods. With the approval from the Indian Government as part of the FDI policies, Decathlon was granted the permission to start its own retail store and in 2013 they started their first store in Sarjapura, Bangalore. In decathlon more than 4000 products are there and each and every group of sports are separated into different brands. The following are the different brands under Decathlon:

APTONIA - Nutrition and health care

ARTENGO - Racket sports

B'TWIN - Cycling

CAPERLAN - Fishing

DOMYOS - fitness articles, cardio and yoga, but also classical dance and martial arts

FLX - Cricket

FOUGANZA - Horse riding

GEOLOGIC - Outdoor sports, archery, darts and pétanque

GEONAUTE - Electronics

INESIS - Golf

KALENJI - Running

KIPSTA - Team sports

NABAIJI - Swimming

NEWFEEL - Walking

OXELO - Roller, skate and ice sports

Quechua - Mountain and outdoor sports

ROCKRIDER - Mountain biking

SIMOND – Mountaineering

SOLOGNAC - Hunting

TRIBORD - Water sports

WED'ZE - Skiing, snowboarding

MYSPORTEEZY - Event organization (birthday, corporate day...)

ORAO - Eye Wear and Accessories

Apart from these brands, Decathlon also has some technical brands that add value to the respective brands. These brands are usually the name given to the patented technologies that Decathlon owns. Some such brands are:

EQUAREA - Clothing designed for the active removal of sweat

ESSENSOLE - Shoe soles and insoles

NOVADRY - waterproof and breathable clothes

OUTCHOC - Sport protection

STRATERMIC - Warm and light clothes

STRENFIT - Light and Robust Synthetic fabrics (non garment)

SUPPORTIV - Support and compression

VISION

The main vision of Decathlon Groups is “to make the pleasure of sport available to all people”. Decathlon Sports India aims to offer sports enthusiasts, especially children the chance to discover, learn and play sports- both new and traditional- by providing affordable equipment and facilities.

PHILOSOPHY

“Sports for All and All for Sports” is the philosophy followed by all the people associated with Decathlon. All the employees in Decathlon work under a single motto i.e. “Sports people satisfied”, satisfy all the customers who visits the store is the main priority of the employees and every single employee is striving for this.

ORGANISATIONAL CULTURE

Decathlon follows a participative culture and an open communication system. It is being characterised by a strong culture with key values being internally held and widely shared. One of the main reasons behind the company’s success is the interaction and the rapport between the employees. Interaction has been as much a part of the company’s success as the great products that the company’s diverse employee has created. Employees at decathlon are treated as the assets of the company and their contribution are most valued and encouraged by everyone. Every employee are treated with equal respect and are given full freedom in choosing what he/she has to do in his/her layout.

Decathlon encourages its employees to work together as one team towards achieving growth and success. Even though there are many types of employees and work arrangements, all are made to work with each other to reach a common goal that is to be the leader in sports industry.

The main focus of the company is quality even if it is at the cost of profit sometimes. The company believes in everyday low pricing and tries to give its customers the product they need at the maximum discount possible. The quality as well as the low price is the main reason behind customer retention. The company makes sure that the product that it sells matches the quality of the top most brands in that sports and the price is less than that of other brands.

ORGANISATIONAL CULTURE

Values of an organisation defined as character and personality. Decathlon supports a participative culture and open communication system. It is being characterised by a strong culture with the key values being internally held and widely shared. Through the history of Decathlon Company, Interaction has been as much a part of the company’s success as the great products that the company’s diverse employee has created.

People Orientation:

Decathlon exhibits a culture that is adaptive in nature and managers in the company store care for their co-workers and all the customers. Employees at decathlon are treated as the assets of the company. Their contributions are also most valued and always encouraged.

Team Orientation:

Through Decathlon approach the company emphasis on working together as one team to achieve growth and success. Even though there are many types of employees and work arrangements. All are made to work with each other to reach the common goal and to be a leader in the sports industry.

Outcome Orientation:

The Company always focused on quality even if it is at the cost of profit sometimes. The company believes in everyday low pricing and try to give customers the products they need at a maximum discount possible.

Innovation and Risk taking:

The employee views are also valued and there are frequent launch of products exhibiting innovative features deport a high degree of risk and innovation.