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Meli Marine Essay

703 words - 3 pages

Cours de Stratégie d’entreprise :

Cas Décathlon

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Décathlon est une entreprise française de distribution d’articles de sport qui est actuellement implantée dans 21 pays.

Elle a était la première entreprise a proposer des magasins multisports qui offrent a tous les sportifs, quel que soit le sport qu’ils pratiquent, et quel que soit leur niveau, des équipements qui leur corresponde a un prix inférieure a la concurrence.
Décathlon a eu pour principal objectif de rendre accessible au plus grand nombre le plaisir du sport.
C’est pour cette raison que l’enseigne a choisit de proposer tous les sports en un même temps, en visant toute sorte de consommateurs du débutant au ...view middle of the document...

- Proposer d’autres produits et sa propre marque permet aussi de limiter la pression que pourraient imposer des fournisseurs placés en position de force , comme c’est le cas par exemple pour les chaussures de sport (Nike, Adidas).
- Proposer d’autres marques permet aussi à Décathlon de se démarquer par rapport à ses autres concurrents distributeurs (Go Sport, Intersport et Sport 2000).

Distributeurs | C . A 2005 | MDD ( part dans CA) |
Décathlon | 3,7 Mds | 10 (53%) |
Sport 2000 | 3,5 Mds | 0 |
Inter sport | 1,03Mds | 10(entre 15 et 20% ) |
Go Sport | 864,5 M | 3 ( 20 a 30%) |
IG & GS | 2,7 Mds | 0 |

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Positionnement stratégique de Décathlon :

L’enseigne a choisie de proposer un large choix de produits de qualité à un prix abordable. Ce qu’on appel «  une stratégie de pénétration ».

* Prix inférieur a la concurrence
* Diversification des choix et des gouts

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Décathlon a créé une offre de rupture dans le secteur de la vente d’articles sportifs en créant l’envie et rendre accessible au plus grand nombre le plaisir du sport au meilleur prix,...

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