AN INTRODUCTION ON PROJECT

ROBIN CK
MBA 2014-2016

ABOUT DECATHLON..
Decathlon is a global sporting goods chain store of French origin, with
stores located throughout the world. .Decathlon has been in India for the
last 15 years as an exporter of sports goods. With the approval from the
Indian Government as part of the FDI policies, Decathlon was granted the
permission to start its own retail store and in 2013 they started their first
store in Sarjapura, Bangalore. In decathlon more than 4000 products are
there and each and every group of sports are separated into different
brands. The following are the different brands under Decathlon:
APTONIA - Nutrition and health care
ARTENGO - Racket sports
B'TWIN - Cycling
CAPERLAN - Fishing
DOMYOS - fitness articles, cardio and yoga, but also classical dance and
martial arts
FLX - Cricket
FOUGANZA - Horse riding
GEOLOGIC - Outdoor sports, archery, darts and ptanque
GEONAUTE - Electronics
INESIS - Golf
KALENJI - Running
KIPSTA - Team sports
NABAIJI - Swimming
NEWFEEL - Walking
OXELO - Roller, skate and ice sports
Quechua - Mountain and outdoor sports

ROCKRIDER - Mountain biking

SIMOND Mountaineering
SOLOGNAC - Hunting
TRIBORD - Water sports
WED'ZE - Skiing, snowboarding
MYSPORTEEZY - Event organization (birthday, corporate day...)
ORAO - Eye Wear and Accessories

Apart from these brands, Decathlon also has some technical brands that
add value to the respective brands. These brands are usually the name
given to the patented technologies that Decathlon owns. Some such
brands are:
EQUAREA - Clothing designed for the active removal of sweat
ESSENSOLE - Shoe soles and insoles
NOVADRY - waterproof and breathable clothes
OUTCHOC - Sport protection
STRATERMIC - Warm and light clothes
STRENFIT - Light and Robust Synthetic fabrics (non garment)
SUPPORTIV - Support and compression

VISION
The main vision of Decathlon Groups is to make the pleasure of sport
available to all people. Decathlon Sports India aims to offer sports
enthusiasts, especially children the chance to discover, learn and play
sports- both new and traditional- by providing affordable equipment and
facilities.

PHILOSOPHY
Sports for All and All for Sports is the philosophy followed by all the
people associated with Decathlon. All the employees in Decathlon work
under a single motto i.e. Sports people satisfied, satisfy all the
customers who visits the store is the main priority of the employees and
every single employee is striving for this.

ORGANISATIONAL CULTURE
Decathlon follows a participative culture and an open communication system. It
is being characterised by a strong culture with key values being internally held
and widely shared. One of the main reasons behind the companys success is the
interaction and the rapport between the employees. Interaction has been as
much a part of the companys success as the great products that the companys
diverse employee has created. Employees at decathlon are treated as the assets
of the company and their contribution are most valued and encouraged by
everyone. Every employee are treated with equal respect and are given full
freedom in choosing what he/she has to do in his/her layout.
Decathlon encourages its employees to work together
as one team towards achieving growth and success. Even though there are many
types of employees and work arrangements, all are made to work with each
other to reach a common goal that is to be the leader in sports industry.
The main focus of the company is quality even if it is at the cost of
profit sometimes. The company believes in everyday low pricing and tries to
give its customers the product they need at the maximum discount possible. The
quality as well as the low price is the main reason behind customer retention.
The company makes sure that the product that it sells matches the quality of the
top most brands in that sports and the price is less than that of other brands.

ORGANISATIONAL CULTURE
Values of an organisation defined as character and personality. Decathlon
supports a participative culture and open communication system. It is being
characterised by a strong culture with the key values being internally held and
widely shared. Through the history of Decathlon Company, Interaction has been
as much a part of the companys success as the great products that the
companys diverse employee has created.

People Orientation:
Decathlon exhibits a culture that is adaptive in nature and managers in the
company store care for their co-workers and all the customers. Employees at
decathlon are treated as the assets of the company. Their contributions are also
most valued and always encouraged.

Team Orientation:
Through Decathlon approach the company emphasis on working
together as one team to achieve growth and success. Even though there are
many types of employees and work arrangements. All are made to work with
each other to reach the common goal and to be a leader in the sports industry.

Outcome Orientation:
The Company always focused on quality even if it is at the cost of
profit sometimes. The company believes in everyday low pricing and try to give
customers the products they need at a maximum discount possible.

Innovation and Risk taking:

The employee views are also valued and there are frequent launch of
products exhibiting innovative features deport a high degree of risk and
innovation.