Decathlon SWOT Analysis, Competitors & USP

Decathlon

Parent Company

Decathlon

Category

Sporting goods retail

Sector

Lifestyle and Retail

Tagline/ Slogan

Sports for all! All for sports; Better gear better off

USP

Everything in sports in affordable price

Decathlon STP

Segment

Style and quality

Target Group

Middle class and upper middle class

Positioning

Quality sports good in affordable

Decathlon SWOT Analysis  

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Decathlon :

1. Stores located throughout the world with 800 stores all over

2. Group is largest sporting goods reseller in domestic market

3. Large variety of sports goods in affordable pricing for all classes of consumers

4. Own private label brands to get high brand recall

5. Strong and innovative marketing since years have created a strong brand retention in the minds of customers

Weaknesses

1. Limited global presence as compared to leading global companies

2. E- retailing is gaining importance but still company has limited presence on the same

Opportunities

1. Brand building by tie-up with emerging clubs/teams/players

2. Company has opportunity to innovate on technology front to design new products

3. Creating high brand awareness by exploring advertising media tactically

Threats

1. High inflation doesn't give opportunity of cost advantage in competitive environment

2.High competition from global and domestic players

3.Threats from other brands who provide goods at lower price

Decathlon Competition

Competitors

Below are the 3 main Decathlon competitors :

1. Kitbag

2. Early winters

3. JD SPORTS