Decathlon's Marketing Strategy Analysis and Market Expansion Means under 4P Marketing Theory

Abstract

Decathlon, a French sporting goods company, opened its first store in Shanghai in 2003, and has developed rapidly since it opened. As of July 31, 2019, Decathlon has 294 physical stores in China, covering about 112 cities across the country. Decathlon with its unique marketing strategy, among the world's second largest sporting goods chain group, in China so fast, very worthy of domestic sporting goods enterprises to think and learn. Based on the basic status and market positioning of Decathlon, this study is based on the "4P" strategy proposed by McCarthy, an American marketing expert,Respectively from Product, Price, Place, Promotion all of four dimensions to explore and analyze Decathlon. The marketing analysis strategy based on 4P theory is put forward. Decathlon in the marketing strategy of specific performance, product positioning for the low-end sporting goods market, focus on innovation, complete categories, all independent brands. In terms of price, it mainly adopts a low-price strategy, sells itself and combines online and offline sales. The promotion means mainly adopts experience marketing and word-of-mouth marketing, basically does not do any advertising, and the marketing means is relatively simple. However, because Decathlon is a French enterprise, its design style is not in line with the traditional Chinese aesthetic concept, so there are a series of problems such as insufficient localization of products.