In July 1976, Michel Leclercq of DECATHLON created the first large area devoted to sports at Englos, near Lille. 30 years later the brand has 331 stores including 113 abroad, and achieved a turnover of 3.431 billion Euros for 2005, up 10.3% over the previous year.
It holds the first place in the French market for the design and distribution of sporting goods. Nearly 30,000 employees are part of Decathlon, 51 nationalities are represented, and the focus is on internal training.
The average age group is 27 years. The staff has 12% stake through the employee savings plan, Gerard Mullen (Auchan Group) holds 48% stake and the rest is owned by Michel Leclercq.
Originally, only a distributor, Decathlon has become producer since 1986. Today, this production represents 52% of products distributed in stores. The design of these private label (store brand) is the singularity of Decathlon in relation to its competitors, even if referencing brands remains a priority. To be even closer to its customers and to better meeting their expectations, Decathlon has created and developed Passio n Brands from 1996.
Decathlon is also distinguished by the quality of its services.Consulting, custom production, testing on site, rental, repair and maintenance of all sports equipment. As a producer and distributor, Decathlon promotes value for money. The price range is broad and corresponds to a wide product range as well. Decathlon, through its own pricing policy, seeks to meet the expectations of all its customers, from the amateur sports competitor until a professional.
Located in the commercial area of the triangle Bron, business unit Decathlon St Exupery has crucial assets (sales area of 10,000m2, location, human resources) and has imposed a dozen years on the market Sport of Lyon with an annual turnover of 29 500 euros.
The universe of this workshop and rental outlet is the largest group with an annual turnover of € 660 554, was the only workshop to carry out the individual service lines directly on the point of sale (lines 1, 2and 3), the other teaches workshops working with a centralized shop(service center) that provides maintenance and repair of equipment for the 26 stores in the Rhone-Alps region.
Winter rental is focused primarily on the material of sports and represents 350KEuros CA over a period of five months, which represents half of sales of the universe. There is a fleet of approximately 1000 pairs of skis to meet all customer classes. An average of 400 clients per week, focused on the weekend and school holiday periods are serviced.
Tags: Decathlon, workshop, business
[...] The average age group is 27 years. The staff has 12% stake through the employee savings plan. Gerard Muller (Auchan Group) holds 48% stake and the rest is held by Michel Leclercq ) Products, services and prices of Decathlon Products: Originally, only a distributor, Decathlon has been a producer since 1986. Today, the industry provides 52% of the products sold in stores. The design of these private labels (store brand) is the singularity of Decathlon compared to its competitors, although referencing brands remains a priority. [...]
[...] The universal workshop is divided into two parts: the workshop and the rental ) The workshop The workshop consists of two distinct activities: - After-sales service which represents 20% of the business and which consists of interventions under safeguards due to quality problems. - The maintenance / repair service, which represents 80% of business and which consists of benefits or provided paid (other universes commercial policy, commercial gestures etc . It generates € 350K or 50% of the turnover of the universal SAV, and rental workshop. [...]
[...] The detailed financial implications of the project are detailed below: DETAIL OF EXPENSES RELATED TO THE LAUNCH PROJECT Elements of the project Costs Finding information prior to the project. € 151.51 A study of the customer. € 286.88 An ad appears on "rhonealpesjob.com" € 592.02 An ad appears on the site of the ANPE. FREE E-mailing. € 392.52 Implementation of markup and PLV in facing € 187.27 workshop. The furniture for the terminal box € 349.48 The installation of the box. € 208.56 Expenses related to recruitment. € 471.86 Charges related to e-mailing. [...]
[...] Global Syntheses This project was well received because it is integrated into the trade policy of the brand. Furthermore it has been very well accepted by the whole team of the workshop of the universe because it has simplified the daily work of each person and therefore helps to better allocate employee skills. Bibliography - Internal documents of the company (intranet, activity reports of the sign, balance sheets, survey conducted by the company Decathlon) - A study on the strategic environment of Decathlon's competitors that I found the site. - The site Decathlon.com and professional magazines. [...]
[...] As a producer and distributor, Decathlon is promoting the quality / price ratio. The price range is broad and corresponds to a wide range of products. Through its own pricing policy, Decathlon seeks to meet the expectations of all customers, from sports amateurs to pros ) The categorization of clients of Decathlon - Families: recreation (hiking, fishing, camping, mountain biking, cycling, skiing, water sports . - Amateur athletes: practice sport regularly. - Groups (associations, clubs . group activities, sports and leisure. [...]
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