Decathlon China

Decathlon Social Media Report

Executive Summary

The purpose of this report was to examine how Decathlon can increase online sales and market share through their social media and online website, and recommend ways for Decathlon to measure the effectiveness of using social media as a marketing tool.

This report maps out each demographic to evaluate and determine which problem solution is ideal for Decathlon.  This report has considered three different alternatives that will drive traffic to their website, increase online sales, and provide a system to measure the traffic and progress more effectively.

The first alternative for Decathlon is to close down all 33 stores in China, so customers only have the option to shop online for goods and services.  Certain stores will be converted into warehouses to store stock for fast and efficient shipping to customers.  A social media advertiser will also be hired to help increase awareness and traffic of online sales.

           The second alternative is to focus more attention on traditional advertising instead of social media.  Decathlon will distribute coupons in store that can only be used through their online store via Taobao.

           The third alternative is to focus on event marketing that will take place in 10 of the 33 Decathlon locations in China.  Social media will be used to promote and advertise these events, and help increase word of mouth marketing online.

           After careful consideration, it is recommended that alternative three is the best solution for Decathlon.  This will maintain the success of their recent promotional events, as well as increase traffic through social media.  Additionally, by increasing word of mouth marketing online, this will help Decathlon measure the effectiveness of their social media marketing.

Situation Analysis

Decathlon is a multinational corporation with 400 stores around the world, 33 of them being in China, which account for only 5% of their total...