Analyze the Communication Practices of the Decathlon Group

Analyze the communication practices of the Decathlon Group

Decathlon is a brand of a sport megastore which is originally from the France. In Wikipedia, the word decathlon is explained as a combined event in athletics of ten track and field events. But actually the Decathlon Group is the world largest sport equipment retailer. The group was started with a shop in France, 1976. At that time, Decathlon brought a new concept of a sport shop to the whole world, which concluded every kind of equipment from all kinds of sports in a single mall. And the store was separated into different departments by different sports. From 1992, Decathlon began to open production trees in China. Then the group moved its headquarters of Asia from Hong Kong to Shanghai. At November of the year, its first chain store in Asia was opened in Shanghai. Nowadays Decathlon has opened 57 chain stores in China. The vision and mission of the group can be described as to recruit the most professional sports enthusiasts to share the desire and happiness of the sports all over the world. Since the rapid growth and expansion in Chinese market, Decathlon hires a lot of new employees every week. And the group does really well in communication with its potential and present employees. Not only promotes a culture of fitness, Decathlon raises foundation for helping poor people to engage in physical exercises and hire local disabled. In this article, I will analyze the communication practices of the Decathlon Group from discussing its employment recruitment and motivation, team building in its chain store, ethics of the group. And give specific suggestions to enhance the effectiveness of its organizational communication.

In a chain store of Decathlon, all the managers such as the store manager and the department manager are once the normal sales assistants, which is the basic unit of its retail store employee. In Decathlon, an employee must be a sales assistant first or at...