SWOT Analysis of Decathlon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Decathlon |
|
Parent Company |
Decathlon |
Category |
Sporting goods retail |
Sector |
|
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 |
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.
Browse marketing analysis of more brands and companies similar to Decathlon. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.
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