2) They also want to innovate for the benefit of everyone, in all product categories, not only at the most expensive or sophisticated end. Their aim is to make their innovations accessible to a maximum number of customers and users worldwide because their prices are as low as possible. Innovation is an important part of everything they do. They explore and research new products, concepts and event ideas regularly to ensure sports experience is constantly improving. Passionate Teammates Their teammates are the engine of everything they do. The company invests in their people and always co-build the future of Decathlon together. Everyone has their say in the strategy and project ideas. They believe in the motto: "Happy employees, Happy Customers". Green Planet In Decathlon, they believe that preserving the planet is crucial for the future. They try to always work towards green planet projects, such as: "100 green energy consumption by 2019"; "Recycle waste in order to reach 0% landfill by 2019"; "100% freehold sites producing renewable energy with solar panels by 2019". BUSINESS-LEVEL STRATEGY Decathlon is a cost leader. The low bargaining power of suppliers combined with its huge size as the first sport retailer in France, allows Decathlon to have an important bargaining power and to drive prices down. But Decathlon also differentiates by being the only French sport retailer to manufacture
revolutionizing products. Therefore, Decathlon is pursuing an integrated cost leadership strategy. Decathlon is the firm that integrates low cost and high differentiation. VALUE CHAIN ANALYSIS The first element of Decathlon’s value chain is R&D. Decathlon owns 20 different brands which they sell in their stores. They do extensive research in France with these brands to develop the latest innovative designs in sports. The next is supply chain management. Decathlon manages numerous different products it produces as well as acquires from other sporting companies. The third element in
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- Fall '19
- Decision Making, Decathlon UK, Decathlon Brands