Decathlon SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 17675

SWOT Analysis of Decathlon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Sporting goods retail


Lifestyle and Retail

Tagline/ Slogan

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


Everything in sports in affordable price

Decathlon STP


Style and quality

Target Group

Middle class and upper middle class


Quality sports good in affordable

Decathlon SWOT Analysis  


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


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


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


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


Below are the 3 main Decathlon competitors :

1. Kitbag

2. Early winters


The brandguide table above concludes the Decathlon SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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