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  3. Decathlon SWOT Analysis

Decathlon SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: August 13, 2023Read time:

Here is a detailed SWOT analysis of Decathlon covering strengths, weaknesses, opportunities and threats.

Decathlon Strengths

  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

Above are the strengths in the SWOT Analysis of Decathlon. The strengths of Decathlon looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Decathlon 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

These were the weaknesses in the Decathlon SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Decathlon 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

Above we covered the opportunities in Decathlon SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Decathlon 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

The threats in the SWOT Analysis of Decathlon are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Decathlon SWOT analysis.

About Decathlon

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Decathlon Overview
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 Market

Middle class and upper middle class


Quality sports good in affordable

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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