BLACKJACK
PROJECT
DESCRIPTION OF
GENERAL DETAILS OF
THE FIRM
LOCATION
8
HUNGARY  6
 BRAZIL  1
INDIA  1
 CHINA  14
ITALY  46
 FRANCE  235
POLAND 10
 GERMANY  8
PORTUGAL  10
 NETHERLANDS 2 ROMANIA 1
 RUSSIA  2
SPAIN  57
 UNITED KINGDOM  6
 BELGIUM
SIZE
 22
COUNTRIES, 313 SHOPS, 26500
EMPLOYEES
 87% OUT OF FRANCE
 80 MILLION CUSTOMERS PER YEAR
 35000 REFERENCE PRODUCTS
HISTORY
 ESTABLISHED
IN LILLE (FRANCE) IN
1975
 GERMANY  1986
 UNITED KINGDOM AND USA IN 1999
 EXIT AMERICAN MARKET  2006
 SPAIN  BARCELONA 1992
HISTORY
 BENEFITS OF 3100 MILLION
EUROS
 NOW: EXPANSION TO CHINA AND
INDIA  NEW MARKETS
LARGEST SPORTING GOODS
RESELLER IN THE WORLD
 2003
BUSINESS SECTOR
 RETAIL
INDUSTRY SECTOR
 SPORT EQUIPMENT WITH LOWER
PRICES AND HIGH QUALITY
 CONTRACTING SERVICES
 OWN PRODUCTS
 CREATING DESIRABILITY AND MAKING
THE PLEASURE AND BENEFITS OF
SPORTS AVAILABLE FOR EVERYONE
COMPETITORS
 BIGGEST
MULTINATIONAL: NIKE,
ADIDAS…
 LITTLE SPORT SHOPS
ORGANIZATIONAL STRUCTURE
 OXYLANE:
GROUPS TOGETHER A
WHOLE NETWORK OF COMPANIES
 TWO DIFFERENT ACTIVITIES:


BRANDS THAT CREATE WORLD-LEADING
SPORTS PRODUCTS
LOCAL AND ON-LINE RETAIL FORMATS
Products for high variety of sports

Running
 Cycling
 Roller and snow sports
 Swimming
 Team sports
 Hunting
 Fishing
 Golf
 Racket sports
 Horse riding
 …
Its own marks
For all sports:
-
Team sports (Kipsta)
-
Racket sports (Artengo)
-
Mountain and adventure sports (Kalenji & Quechua)
-
-
-
-
Fishing (Caperlan)
Bikes (B’twin)
Fitness and gym (Domyos)
Horse riding (Fouganza)
Golf (Inesis)
Hunter (Solognac)
Water sports (Tribord)
Snow sports (Wed’ze)
Roller sports (Oxelo)
Sportive drinks and foods
What’s the formula of the success?
 Big
shop centers
 Easy to find any product (agrupated by sports)
 Very good quality and good prizes
 Huge variety of marks
for any sport
 Good staff to advicing for
all their products
and more and more services…
 On-line
shopping
 Complet catalogue of products
(with dimensions, weight and prize)
 Workshop
for repaire and costumize
 Designer
 Delivery
service
 Member club
 Discounts and special offers
FITNESS CUB
Multi-exercise machine in order to tone the
body up
- more than 30 different
exercises
- 50cm x 50cm x 50cm
(folding)
- only 15 kilograms
- with all accessories
needed
- Very compact
- Innovative design
- Varied exercises
- Ready for use
-
Quality and highly
resistant materials
Tested & approved by
a big name international
fitness
-
Complet table of exercises and movements
Demostrative videos to show how do
exercise
http://fitnesscube.domyos.com/EN/design.html
And much more for…
Applications of 3 Quality
Tools
Check Sheets
Pareto Principle
Ishikawa Diagrams
Check Sheets

They are used when a shop receives products to
check if everything has been sent and with any
defects.

Annotate where every product is stored in the
warehouse in a check sheet. When other
employess have to take something it allows them
to find it easier and faster.
Pareto Principle

80% of stock comes from 20% of suppliers


80% of the sales come from 20% of the costumers


Although they sell lots of different brands, most of their
products are from a few suppliers like Domyos, Artengo,
Quechua...
Bussineses like gyms, golf clubs… need lots of sport
equipment.
20% of the shops produce 80% of the sales

Sales of shops can be very different depending on
several factors, for example the location (shops in big
cities will sell much more the shops in small cities).
Ishikawa Diagrams


They can be used in many different areas.
They are useful to reveal cause-effect relationships
among different variables:



When they have to decide the location of a new shop, ID
can help to decide between different factor like distance
to the city, size of the shop, cost…
When they have to hire employees, ID can be used to
establish the characteristics that they can find good or
not to select a person.
When they have to change the management of the
company…
Process Strategy
 Product-Focused Strategy
 High
volume, low variety products
 Discrete unit manufacturing
Process Strategy
Advantages
 Lower variable cost per unit
 Lower but more specialized labor skills
 Easier production planning and control
Process Strategy
Disadvantages
 Lower product flexibility
 More specialized equipment
 Usually higher capital investment
Questions for Process Analysis and Design
Is the process designed to achieve competitive
advantage in terms of differentiation, response,
or low cost?
It is designed for all, but mostly for
differentiation (it is more flexible in the types
of exercises you can do on it and in the places
you can fit it in)
Questions for Process Analysis and Design
 Does
the process eliminate steps that do not
add value?
 Yes, it eliminates unnecessary wasteful
manufacture and streamlines the sale of the
Fitness Cube.
Questions for Process Analysis and Design
 Does
the process maximize customer value as
perceived by the customer?
 Yes, the product is perceived as efficient in
design and use, making it very appealing.
Questions for Process Analysis and Design
 Will
the process win orders?
 Yes, the process will win orders.
TECH SIDE
 Decathlon
is very well tech soported
TECH SIDE
 Lot
of marks make products for
Decathlon
 Big cantities
 Variety
 Competitivity
 ...
TECH SIDE
 Increase
quality
 Prices get down
 More soldings
 Consumers satisfaction
THE POSIBILITIES OF INTERNET AS
A CHANNEL DISTRIBUTION
www.decathlon.com
 New
 On-line:
products to the home
www.decathlon.com
 Star
product very resalted
 Attractive for visitors
www.decathlon.com
 Advantages
of the on-line service
www.decathlon.es


Atractive advertisements
Posibilities of web page
www.decathlon.es
 Mapa
de tiendas
www.decathlon.es
 Catálogo
por deportes
www.decathlon.es
 Compra
on-line
www.decathlon.es
 Contacta
con Decathlon
www.decathlon.es
 Servicio
de Taller
www.decathlon.es
 En
busca de nuevos empleados…
SITES OF DECATHLON PROVIDERS
 Links
for visiting the providers that support
Decathlon technically.
CONCLUSIONS
 On-line
vents to the home are new
 Is early to know their impact
 Decathlon is continuing its politic of get
down prizes, and make a easy way for
consumers.
 This form of thinking is the responsable of
the incredible growing up of Decathlon in
last years
 On-line services continues this way…
IMPLICATION OF
TWITTER
What are you doing?
TWITTER
 Internet
application
 Connect and network with others
 Keep everyone informed
 What employees are doing each moment?
TWITTER
 Control
who visits the webpage
 What has been said about our company?
 Protect our brands about what people say
 Promote our products