Decathlon is a multinational sports retailer founded in France in 1976. It has a mission to make sports accessible to everyone by providing affordable, high-quality sports equipment and apparel. Decathlon designs and produces its own products, allowing it to control costs and offer products at affordable prices. It has expanded globally and now has over 1,600 stores in more than 60 countries. During the COVID-19 pandemic, Decathlon increased its online sales and implemented measures like click-and-collect and virtual services to engage customers while reducing health risks.

1. PRESENTED BY
AKSHENDRA SINGH PAWAR
DHAIRYA ANDANI
HARSH SHARMA

2. INTRODUCTION
Its mission is to make
sports accessible to
everyone by providing
affordable, high-quality,
and innovative sports
products.
Decathlon is a
multinational sports
equipment and apparel
retailer founded in
France in 1976.
The company's vision is to inspire and help people around
the world to participate in sports and lead a healthy lifestyle.
To achieve this vision, Decathlon has developed a unique
business model that combines design, production, logistics,
and retail operations
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3. ▹ Sport for All. All for Sport.
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Decathlon designs and produces its products in-house, which allows the company to control the
entire value chain and offer high-quality products at affordable prices. The company's product
range includes equipment and apparel for more than 80 sports, including running, cycling, hiking,
swimming, and team sports.

4. MICHEL LECLERCQ
FOUNDER
US$11.4 billion (2020)
REVENUE
PUNE, MAHARASHTRA
DECATHLON INDIA HEADQUARTERS
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5. JOURNEY
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1 3 5
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Early days:Decathlonstarted as a small
store in the city of Lille, France.Initially,
the companyonly sold a limited rangeof
sportinggoods,suchas campinggearand
fishingequipment.
Global reach: In the 1990s,
Decathlonexpanded its
operationsto AsiaandSouth
America,openingstores in
countries such asChina,Brazil,
and India.Today,the company
hasa globalpresence, with over
1,600 stores in more than60
countries.
Digitaltransformation:Decathlonhas
alsobeen investingheavilyin digital
technology,witha focus on improving
the customer experienceboth in-
store and online.
Expansion:In the 1980s,Decathlonbegan to expand
rapidly,openingnew stores acrossFranceand
other European countries.Thecompany'ssuccess
waslargely due to its innovativebusinessmodel,
whichallowed it to offer a widerangeof sporting
goodsat affordableprices.
Emphasison sustainability:In recent
years, Decathlonhasplaced a strong
emphasison sustainability,
implementinganumber of initiativesto
reduce its environmentalimpact.
Overall,Decathlonhascome a longway since
its humble beginningsin Lille, France.Today, it
is one of the largest sportinggoodsretailersin
the world, known for its widerangeof
affordableandhigh-qualityproducts.

6. BUSINESS
MODEL
HOW DECATHLON MAKES MONEY ?

7. KEY ELEMENTS
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E-COMMERCE
STORES
PRODUCT DESIGN AND DEVELOPMENT
OWN BRAND STRATEGY
LARGE PRODUCT RANGE
LOW COST STRUCTURE
In-house designteam
Wide range
Own privatelabel brands
Competitive prices
Online stores
In-store experience

8. IMPRESSIVE RECORDS !
Rs 1,278 crore in revenue
for the year to March
2018, Decathlon has also
become India’s second-
largest single-brand
retailer after Xiaomi.
While I couldn't find
more recent numbers,
it's online business has
been likely boosted with
health gaining
increasing focus during
the pandemic though
offline footfalls have
taken a hit during the
pandemic.
Profit of Rs 33.8 lakh
in 2018, the first in
India for the retailer
that began
operations in the
country about a
decade ago.
Brand association as
THE sporting
ecosystem builder in
the country, focused
exclusively on
sportwear (and not
other lifestyle
products) across ~70+
sports!
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9. THE
OPPOSITE
WAY
While retail spaces are decreasing
year on year, this retailer has gone the
oppositeway and invested in creating
large "playground" type spaces of
~4000+ sq meters. Typically, these
stores are on the outskirts of the city
or in relativelyunpopular malls to save
on rentals. It adopts “Grid” layout
ensures that the aisle spaces, which
are categorizedby sports or activity,
allow freedom to explore and try out
variousequipmentand products on
display. At the same time, this layout
allows for enough space between
aisles and have a large number of
sports in a Warehouse.
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10. 10
DECATHLON
E-COMMERCE
WEBSITE

11. DECATHLON DURING COVID
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Click-and-Collect :
This minimizes the need for
customers to spend time in the
store, reducing the risk of
exposure.
Online Sales:
The company has increased its
inventory in response to the
increased demand for online
sales.
Virtual Services:
Decathlon has also introduced
virtual services, such as virtual
consultations and virtual
events, allowing customers to
connect with the company.
Social Media
Engagement:
Decathlon has
increased its social
media engagement.

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13. 13
MANAGEMENT INFORMATION SYSTEM
MIS is an organized integration of
hardware and software technologies,
data, processes, and human elements. It
is a software system that focuses on the
management of information technology
to provide efficient and effective
strategic decision making.

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To manage its business
operations, Decathlon
uses a comprehensive
management information
system (MIS) that
integrates various
functions such as
accounting, inventory
management, supply
chain management,
customer relationship
management, and data
analytics.
KEY FEATURES AND BENEFITS OF
DECATHLON'S MIS:
Centralized database
Streamlined inventory management
Efficient supply chain management
Customer relationship management
Data analytics

15. Decathlon's IoT Products
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Customer analytics
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16. CONCLUSION
Overall, Decathlon's MIS is a
comprehensive system that helps the
company manage its business
operations more efficiently and
effectively. By providing real-time
data and analytics, the system allows
Decathlon to make data-driven
decisions and stay ahead of its
competitors in the highly competitive
sporting goods industry.

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