Abstract
Decathlon is a well-known and successful sporting chain store in France and Europe. It is a major French sport goods manufacturer and the leader in the market of the retail trade of sporting articles, with stores located throughout the world. From a marketing strategy point of view, this company is really interesting to study because its strategy is outstanding. The group has maintained this leadership thanks to a long-term growth and a strong management policy. It has shown innovation in diverse sectors, dashing into the creation of lines of technical clothes and sport wear as well as in sports equipment. Decathlon has implemented a unique strategy creating its own brands and communicates with original commercials. The task of Decathlon is to develop the health of the sport, and to satisfy sportsmen from beginners to experts. In that regard, the company's aim is to create desirability and make the pleasure and benefits of sport available to everyone. Overall, its strategy is out of the ordinary and successful. We will analyze the success of the company and look into its future course of action and challenges.
