INTERNSHIP IN DECATHLON ANUBHAVA

ORGANIZATION STUDY AT DECATHLON ANUBHAVA

INTRODUCTION ABOUT INTERNSHIP

Internship training program is a vital and essential part of the educational curriculum which helps
students to know the organization functions and to know how various interrelationship departments
works together to achieve their common goal and it also helps the students to have exposure to the
problems faced, functions, departments and their business operation.

This is generally meant to develop student’s aptitude towards business environment practically and
theoretically. It is like a practical training given which will make students prepare for a future job as a
manager of an organization.so it is observed that the project work is an invaluable part of educational
curriculum.

Management theory provides the scientific technique to deal with situations and problems in the area
of business and management. To this very aspect of management studies and its students acquainted
with the organizational structure and working, Bangalore has introduced this internship program at the
very beginning of 3rd semester for the students MBA in the college affiliated to it. SIR MVIT college
is no exception. It has importance enthusiasm among its MBA students from the beginning about the
importance and utility of this internship work.

During this internship work, students come across real life situation under the domain of business and
organization world. Students are required to get answers to their inquisitiveness by themselves in the
best way they can.in the process they get to interact with various personnel and departments in the
organization he/she is completely a new entrant. This helps him/her to sharpen the communication
skills and to get inspired by the working, why and how’s of the management principles.

DECATHLON is one of the industries where gains knowledge about the application of management
principles, customer orientation, service efficiency, quality compliance, and other aspects that a MBA
student should get knowledge of, hence I choose to do internship study in this industry.

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ORGANIZATION STUDY AT DECATHLON BHAVANA

INDUSTRIAL PROFILE

Sport industry is a market in which people, activities, business, and organization involving in
producing, facilitating, promoting, or organizing any activity, experience, or business enterprise
focused on sports. It is the market in which the business are products offered to its buyer are sports
related and may be goods, services, people, place, or idea

The sporting and athletic goods manufacturing industry comprises of establishments primarily
engaged in manufacturing sports and athletic goods, expect clothing and footwear. The North
American Industry Classification system (NAICS) code for this industry is 33992-sporting and
Athletic Goods Manufacturing. The industry includes the following product and act.

• Sports equipment (baseball, basketball, billiards, fishing, football, golf, gymnastics, hockey,
pool, and racquet sports), manufacturing.

• Specific equipment (sailboards, skates, (ice and roller), exercise machines, snowshoes, skis,
swimming pools, and playground equipment), manufacturing.

Economic overview

The sporting and athletic goods manufacturing industry exhibited sound growth in shipments,
fuelled by increased domestic and export demand. Shipments increased at an average annual rate of
7.3% since 2011.to a total of $1.1 billion in 2015.in the same period, total experts and apparent
domestic market increased at average annual rate of 5.8% and 8.3% respectively. Import grew at annual
average rate 8.2% between 2011 and 2015, exceeding change in exports and resulting in an increasing
negative trade balance of $1.4 billion in 2015. Between 2010 and 2014, the total number of
establishments contracted by approximately 9% or 27 establishments.

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ORGANIZATION STUDY AT DECATHLON BHAVANA

Trends in the industry

The industry includes companies that manufacture a diverse array of products for fitness
And exercise, camping, fishing, winter sports such as hockey, shooting, playground structure, and
aquatic equipment such as pools. Companies in the industry range from small, specialized companies
to diversified corporations. What these firms share, however, is the recognition that brand loyalty plays
an important role in their success. Canada is also home to R&D capacity of major hockey equipment
manufacturers.

Several socio-economic criteria influence the market demand in this industry. First sporting and
athletic goods are leisure products, and leisure is primarily a matter of individual preferences, thus
market demand is subject to changing tastes and popular trends. Furthermore, the industry must
complete against dissimilar industries that also produce leisure products, such as music, books and
video game, finally, economic condition, demographics, weather conditions, and the pricing of
substitute and complimentary goods also affect market demand.

Sports

Sports are usually governed by a set of rules or customs, which serve to ensure fair competition,
and allows consistent adjudication of the winner. Winning can be determined by physical events such
as scoring goals or crossing a line first. It can also be determined by judges who are scoring elements
of the sporting performance, Including objective or subjective measures such as technical performance
or artistic impression.

Records of performance are often kept, and for popular sports, this information may be widely
announced or reported in sport news. Sport is also a major source of entertainment for non-participants,
with spectator sport drawing large crowds to sport venues. And reaching wider audiences through
broadcasting. Sports betting are in some cases severely regularly regulated, and in some cases are central
to the sports.

According to A.T Kearney, a consultancy, the global sporting industry is worth up to $620 billion as of
2013. The world’s most accessible and practiced sport is running, while association football is the most
popular spectator sport.

Statistics and facts on the Sporting Goods Industry

The market for sporting goods in united states as a projected value of almost 65 billion U.S. dollars in
2015. This takes into the customer purchase of many different product type such as athletic footwear,

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exercise equipment, licensed sports merchandise athletic apparel but don’t not include recreational
transportation items such as bicycles, pleasure boats, RVs and snowmobiles. The recreational
transports and equipment category account for 25 to 30 billion U.S. dollars in the customer purchase.

Around one quarter of sporting goods equipment sales in the U.S. is handled by sporting goods stores
like Dick’s Sporting total. Sporting goods, Bass Pro shop, Cabela’s or sports Authority. In the most
popular sporting goods retailers is Dick’s Sporting Goods as almost 45percent of respondents in a
recent Statista survey said that they purchase sports apparel, sports shoes and sports equipment or gear
there.

biggest sporting goods retailer in terms of revenue, however, is Walmart, with 9.6 billion U.S dollars
in revenue from sporting goods sales in 2004. About 14 percent of sporting goods equipment in sold
through online channel/over the internes; the distribution channel with the height growth in market
share. Despite the growth in online sales, around 105 million people shopped for sporting goods at a
sporting goods store in 2015 according to Scarborough Research.

Scarborough also report that in 2015, Almost 93 million people in the U.S bought athletic shoes.
About 20 percent of the total footwear sales in the U.S, which amounted to an estimated total of 21
billion U.S. dollars in 2015, are attributable to sporting goods stores, Running and jogging shoes, for
example, sold for an average amount of 68 U.S. dollars at the retail level. The leading companies in
the footwear segment are Nike and Adidas with revenues of 18.3 and 9.1 billion U.S dollar respectively
in 2015.

Nike and Adidas are also the market leaders amongst sporting goods manufacturers with about 30.6
and 18.5 billion U.S dollars in worldwide revenue respectively. Other major sporting goods
manufacturers with at least 1.5 billion U.S dollar in revenue are VF crop, puma, Asics, jar den, New
Balance, Ameer Sports and Under Amour.

The sports market in North America was worth $60.5 billion in 2014. It is expected to reach $73.5
billion by 2019. The biggest reason for such growth is progeny increases in revenue derived from
media right deals, which is predicted to surpass gate revenue as the sports industry's largest segment

Sports media right are projected to go from $14.6 billion in 2014 to $ 20.6 billion by 2019, accounting
for a compound annual rate increase of 7.2% Over 35% of current local television right deals with the
National Basketball Association, National Hockey league and Major League Baseball are set expire
by 2019, Which will contribute to the overall growth in the sector based on assumed lucrative new
deals, but national right deals truly drive the growth in this area.

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COMPETITORS OF DECATHLON
1. Kitbag

2.Early winter

3.JD SPORTS

1. KIBAG RETAIL SPORT INDUSTRY

Kitbag Ltd. Is a United Kingdom so retailer? The company was purchased by fanatics link from
Findel PLC in February 2016 for € 11.5M, previously the company was purchased by Findel PLC in
October 2006 from European Home Retail plc. Kitbag limited has the exclusive rights to operate the
official online stores of Manchester United, Chelsea, Real Mandrel, Everton, Celtic, Manchester City,
Borussia Dortmund, British Lion(rugby), RFU(rugby), Le Tour, Wimbledon, Roland Garrard, NBA,
NFL, NHL, McLaren Motorsports, Formula I Store, Official Team GB Olympic Store, Sol hem Cup,
Open Tour and European Golf Store. Kitbag runs several relay stores in cities in cities across the UK
and UAE.

In addition to these online and retail stores, kitbag runs the online and offline direct
mailings/catalogues, call center operations, and pick pack and dispatch parcel destroy and
warehousing for sports companies.

Kitbag Ltd runs its own online sports store, with over 10,000 sports products. The site is a
licensed reseller of football shirts, football boots and other sports apparel and equipment.

2. EARLY WINNERS
Early Winner, Ltd. Of Seattle, Washington, United States was founded in 1972 by William S. Nicolai,
who formed the company after creating a tend called the Omnipotent. [1] Early Winters was the first
company to create and sell a consumer product made with Gore-Tex laminates produced but Wall
Gore and Associates in Elkton, Maryland. The first product made with Gore-Tex fabric deducted in
1976 and was a streamlined, two-person tend called the Light Dimension. [2] the trend was created by
National and William H. Edwards and was marketed by Ron Zimmerman.

In 1975, Gore salesman Joe Tanner introduced Early Winners to the fabric product, which at that
time was still without a name. Over a two period, Tanner had made numerous sales calls and had been
turned down by company such as REI, Eddie Bauer, and the North Face. Early Winters was the first
company to release the significance of Gore-Tex fabrics for outdoor application. This customer
demonstration became known at Wall Gore and Associates as the "Z Square" test, named after
Zimmerman. This " coffee cup" demonstration has become well known in the outdoor industry because
it is an effective way to convey the concept of fabric that is waterproof yet breathable.

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Early Winters approached $20 million (USD) in annual sales, mostly through catalogs, before
being sold to the Orvis company in 1984. It was later purchased by the Norm Thompson group in
Portland, Oregon. In 2004 Norm Thompson renamed the company [Sohaila] who still sells Early
Winters branded clothing.

3.JD SPORTS
JD Sports Fashion plc, more commonly known as just JD (stylized as JD [2]), is a sport- fashion
retail company based in Bury, Greater Manchester, England with shops throughout the United
Kingdom, and now has 25 stores in Ireland, after taking over Irish sports retailer Champion Sports,
in January 2011. Since October 1996, it has been listed on the London Stock exchange, and is a
continuation of the FTISE 259 Inbox. JD Sports Fishy plc is also a subsidiary of the Pent Land
Group.

• Type: - Public limited company

• Traded as: - LSE: JD
• Industry: - Retail
• Founded: - 1981
• Headquarters: - Bury, Greater Manchester
• Key people: - Peter Cowgill chairman) Peter Cowgill (CEO)
• Product: - clothing, Sportswear, accessories
• Revenue: - €1,821.7 million (2016)
• Operating income: - €133.4 million (2016)
• Net income: - €100.6 million (2016) [1]
• Owner: - 1. Pent land Group (58%)

2.Sports Direct (6%)

3 Abe forth Partners (10%)

4. Fidelity Management (5%)

5. Peter Cow gill (CEO) (1%)

6. Other Minor Shareholders (20%)

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ORGANIZATION STUDY AT DECATHLON BHAVANA

ORGANIZATION PROFILE
Decathlon

Decathlon (French pronunciation: [ducat]) is one of the world's

largest sporting goods retailer. Decathlon started with a store in Lille,
France in 1976, founded by Michel Leclerc. It started to expand
abroad a decade later, to Germany in 1986, Spain in 1992, Italy in
1998, Portugal, the United Kingdom in 1999, India in 2003, India in
2009 and Southeast Asia in 2012. Today, there are more than 850
stores in 22 countries. The company employs more than 60,000 staff from 80 different nationalities.

The retailer stocks a wide range of sporting goods, from tennis rackets to advanced scuba diving
equipment, usually in large superstores which are sized at an average of 4,000^2. Decathlon Group
also owns 20 brands, with research and development facilities all over France to develop the latest
innovative designs, registering up to 40 patents per year. Each brand represents a different sport or
group of sports, with a dedicated product development and design team.

BACKGROUND:

1976 1986 1996 1999

2009 2013
2005 2009

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2016 2018 2020 Percent

❖ 1976 First Decathlon store (Anglos, France)

❖ 1986 our product designing & manufacturing of our own product

❖ 1996 Passion Brands creation of sub-brands based on the sports

❖ 1999 Production in India (decathlon begins its first production in India)

❖ 2005 innovation of products & decathlon foundation

❖ 2009 First Decathlon store in India

❖ 2011 Launch of FLX (decathlon launches FLX for cricket first sub – brand to start outside
of France

❖ 2013 decathlon India goes B2C (decathlon India shifts from B2B into B2C)

❖ 2016 Launch of SRFA (decathlon India launches Sport Relief for All)

❖ 2018 Shareholdings (decathlon India employees became shareholders with the launch of
DISP)

❖ We are SWIMMING to the next milestone

❖ We are RUNNING to the next milestone

❖ We are SKATING to the next milestone

❖ We are CYCLING to the next milestone

❖ We are CLIMBING to next milestone

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Achievements & Awards:

❖ Certification of appreciation DSI Zone Operations

Cooches

❖ 1955: Won gold medal in decathlon at the Pan

American Games

❖ 1956: Won silver medal in decathlon at the Melbourne

Summer Olympic Games

❖ 1956, 1958, 1960: Named U.S. national decathlon champion

❖ 1957: Set world record in the decathlon at United States Soviet track meet in Moscow

❖ 1956: Named Sportsman of the Year by Sports Illustrated

VISION AND MISSION QUANTITY Policy

As a non- profit’s organization, we aim to inspire students of all achievements levels to work
together to learn more than they ever thought possible

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VISION
"Together, lets live our company culture and co- create the management of tomorrow for the many.
Locality"

1.Do what I love

I take pleasure being myself & using my talents to serve Decathlon purpose.

➢ I know better who I am

➢ Reveal My Talents
➢ I have my coach

2.Meaningful Decathlon

I share purpose & live our values that permit me to be freelancer of our own journey.

➢ Company culture accessible to all

➢ Each action is a sense for me for the company for the environment
➢ Develop spirit of freelancer

3.Amazing learning experience

I live unique experience, through personalized offer & innovative pedagogy.

➢ Open Crowd Creation

➢ Personalized/ I'm unique
➢ Innovation learning

MISSION
Our mission is to promote learning and academic excellence among students of varying achievement
level by developing and providing multidisciplinary academic competitions using academic
Decathlon curricula.

1. VITALITY
2. RESPONSIBILITY
3. GENEROSITY
4. AUTHENTICITY

1.VITALITY

It's about being alive. It's positive and fulfil energy.

➢ I dare, I take initiatives, I adapt, and I change when necessary. I love action.
➢ I pray to win and not simply to not lose

2.RESPONSIBILITY

It's about being accountable, it's out being the main player in your own life.

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➢ I say clearly what I am going to do, and I do what I say.

➢ Measure regularly the values I create, and I make sure that it grows.
➢ When I make errors, I correct them quickly.
➢ I ensure that all stakeholders benefit sustainably from my decision.

3.GENEROSITY

It's about doing things from the heart and being focused on others.

➢ I'm a team player, I help when needed.

➢ I share with others anything that could be useful to them.
➢ I consider all stakeholders as 'friends'
➢ I take care of myself and of others.
➢ We stand in solidarity.

4.AUTHENTICITY

It’s about being true to yourself, and towards others.

➢ I have the courage to be myself

➢ I say things simply and I act with sincerely and with care towards others.
➢ When I act, I consider the consequences on the plan0ets natural resources.

QUALITY POLICY

• Build quality as integral part of the system.

• Quality improvement is limitless and therefore it is continual.
• Concern for quality is for the entire organization and not just for the products.
• Satisfy customers fully and continuously.

Our core values include:

• The academic growth of students
• Challenging multiple disciplinary learning
• Teamwork to achieve self-knowledge and life skills
• Providing equal opportunities for students of different achievement level
• The importance of inclusivity and diversity to learning and the human existence
• High standards of honesty and integrity
• Transparency in our relations and interactions with all our shareholders
• Excellence in our programs, services and activities
• Respect for diverse points of view

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Product ranges
• Antonia - Nutrition and Healthcare
• Artegon - Rocket Sports
• Batwing - Cycling
• Capelin - Fishing
• Daimyos - Fitness, Gym, Yoga, Dance, [12]
• Organza - Horse Riding
• Geologic - Target Sports such as Archery, Darts and Paranaque
• Neonate - Sports Electronics
• Incises - Golf
• Kalenjin - Running
• Krista - Team Sports
• Nabaiji - Swimming
• New feel - Walking and Urban Wear
• Orio - Eyewear and optical Accessories
• Out shock - Martial Sports
• Oxley - Roller sports, Skating and Scooters
• Quichuans - Hiking, Camping and Outdoor Gear
• Simonds - Mountaineering
• Slogan - Watersports
• Weds - Skiing and Snowboarding

Brands providing technical support for the products of its passion brands:
• EQUAREA - Clothing designed for the active removal of sweat
• ESSENSOLE - Shoe soles and insoles
• NOVADRY - Waterproof and breathable clothes
• STRATERMIC - Warm and light clothes
• STRENFIT - Light and Robust Synthetic fabrics (no garment)
• Supportive - Support and comprehension

Decathlon, a network of innovative retail chain and providing enjoyment for all sports
people. At Decathlon, 70,000 of us live our common Purpose daily: " to make the pleasure and
benefits of sport accessible to all". In every country where we are present, we share a strong and
unique company culture, reinforced by our two values: Vitality and Responsibility.

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At Decathlon, we place innovation at the heart of our activities: from research to retail, including
design, production and logistics. Our twenty Passion Brand teams channel all their energy in to
developing technical, goods - looking and simple products, always at the lowest possible prices.

These products are aimed at all sports enthusiasts, from beginners to expert, and are sold exclusively
at Decathlon.

Decathlon is in different country that is: -

France, India, Spain, Italy, Russia, India Poland, Germany Portugal, Belgium, United Kingdom,
Brazil, Hungary, Turkey, Romania, Czech, Republic, Netherlands, Thailand, Morocco, Bulgaria,
Croatia, Slovakia, Mexico, Singapore, Sweden, ivory Coast, Malaysia, Slovenia

Total globally decathlon have 1176 store So by these countries they become the one of the biggest
retailers in the world who play sports available to all.

Two binding values of the company

Vitality

Vitality is life, intense activity, drive and vigor. Our employees are full of Vitality as they have, first
and foremost, a positive mindset and are bursting with energy. They are entry, they love creating and
innovating, and relentlessly strive to improve and make things around them change.

Responsibility

Being responsible is about making decisions and making sure they are acted upon. Our employees
are fully responsible for their decisions, both in terms of their team and their customers.
Responsibility is also our responsibility to guarantee the safety of our customers and employees all
over.

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PRODUCTS/SERVICE PROFILE

1.APTONIA

The human body is every sports person’s most important piece of sports equipment so APTONIA
helps sports people to concentrate on the basics: enjoying the pleasure and benefits of sport. With a
wide range of health and nutrition products, APTONIA preserves and optimises the physical resources
of sports people from preparation to recovery. www.aptonia.com

2.ARTENGO

Artengo covers the 6 main racket sports - tennis, badminton, table tennis, squash, padel and beach
tennis – not to mention more localised sports such as frontenis in Spain or frescobol in Brazil. In
partnership with players of all abilities, Artengo offers innovative products at unbeatable value for
money. www.artengo.com

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3. B'TWIN

B’TWIN is the world leader in the cycling market with more than 2.7 million bikes sold internationally.
Designing best value for money bikes, accessories, equipment and spare parts is the brand’s obsession.
Innovation and design are at the heart of the brand’s project making cycling an easier and more
attractive option. www.btwin.com

4. CAPERLAN

For our team, fishing is much more than a sport or leisure activity. For every one of us it’s a passion
that we want to share. Every day, we strive to make the pleasure of fishing accessible to all by designing
simple, efficient and clever products. www.caperlan.com

5. DOMYOS

DOMYOS is innovates to make people want to take part in fitness, dance, gymnastics and combat
sports activities. 150 team members create high-quality products and services, at the lowest possible
prices, making the pleasure and benefits of all these sports accessible to all. www.domyos.com

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6. FOUGANZA

At FOUGANZA, we do everything we can to create attractive, smart and safe best-value-for-money

products that will ensure perfect horse and rider harmony. Horse riding is a sport that must remain
simple and fun. That’s why we work incessantly to offer ingenious equipment that corresponds to the
needs of all horse riders. www.fouganza.com

7. GEOLOGIC

The Geologic team’s intention is to get as many people as possible to discover the pleasure of target
sports. Darts, archery and boules can provide hours of satisfaction and fun. www.geologic.org

8. GEONAUTE

At GEONAUTE, we are convinced that electronics can enhance the sports experience by reinventing
and adding value to it. We design and develop our products and services to be simple, discrete and
perfectly adapted to their corresponding sports. We want technology to add a new dimension to
experiencing sport. www.geonaute.com

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9. INESIS

'Liberate your swing'. Whatever your ability, INESIS will help you improve through the advice the
brand gives you, its products and its services. Every day, our design team relies on user feedback to
invent a simpler and more spontaneous way to play golf - A golf that lets you express your desires and
emotions. A liberated approach to golf! www.inesis.com

10. KALENJI

‘Find your rhythm, enjoy your run’. KALENJI offers products for road, nature, and track running.
Since it was founded in 2004. KALENJI has spent ten years developing a philosophy of accessibility
and proximity to runners of all kinds: from performance runners to beginners, from women to juniors...
Making people want to run and making this pleasure accessible to everyone long-term is the brand’s
leitmotiv. www.kalenji.com

11. KIPSTA

and more Every

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KIPSTA looks to invent, develop and make accessible team sports all over the world, by building
aspiration through products that are more and more technical, more and more attractive and more and
more affordable for everyone – price will never be an obstacle to their purchase www.kipsta.com

12. NABAIJI

'Pep up your swim'. Based in Heyday in the French Basque Country and consisting only of swimmers,
some of whom have competed at the very highest level, the NABAIJI brand’s self-proclaimed mission
is to reinvent the world of swimming. Beyond the color that match NABAIJI ’s strong identity, the
brand strives for excellence in its product design working with the very best technical partners.
www.nabaiji.com

13. NEWFEEL

Working with our R&D engineers and testers on a daily basis, New feel designs a technical range
that guarantees the most suitable level of comfort for walkers of all ages. New feel shoes guide the
feet throughout the stride every step of the way. New feel luggage makes walking smoother for
walkers on the go. www.newfeel.com

14. ORAO

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ORAO is guided by a strong belief: eyes are important when it comes to sport. The sun’s rays, wind,
rain, flying objects… all these elements can endanger the precious commodity that is our sight. The.
ORAO team designs sports-adapted optical products. Protect your eyes and optimize your vision to
get the most out of your sport. www.orao.com

15. OXELO

Rolling, sliding, skating, riding, jumping: there are many verbs to describe the activities covered by
OXELO but from roller-skating to skateboarding, including ice skates and scooters, the common
denominator is gliding. So, whether you’re looking to keep fit, get around town, do some sport or
compete, OXELO products will meet all your expectations, in total safety. www.oxelo.com

16. QUECHUA

Founded in 1997, Quechua is Decathlon’s hiking sports brand. Installed at the foot of Mont-Blanc, the
Quechua international design center is a real laboratory in which our teams come up with products for
hiking, mountain trail, camping, Nordic skiing and snow shoe hiking. www.quechua.com

17. SIMOND

Chamonix - Since 1860. The Simonds factory sits at the foot of Mont Blanc, with an outstanding view
of l’ Aiguille Vertex, les Druse and les Aiguilles de Chamonix. Since 1860, our proximity to this

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unique mountain sports theatre combined with our unique expertise has enabled us to dream up ever
more innovative products that climbers have been relying on for 150 years. www.simond.com

18. SOLOGNAC

slogans design products with a strong ambition in mind: ‘to connect Mankind with Wild Nature’. This
Wild Nature can only be found off the beaten track. Whether your aim is to hunt, observe or photograph
wild game, your need to protect yourself from the elements remains essential. For this reason, Slogan’s
DNA is quite straight forward: durability. www.solognac.com

19.TRIBORD

'Designed by water'. Water is Man’s initial element. Contact with the water awakens the senses and
enables you to recharge. We design our products with this view of osmosis with the elements in mind,
bringing every one of our user maximum enjoyment and benefits during nautical and water sports.
www.tribord.com

20. WED’ZE

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‘Slide, skid, jump’ is the meaning of the word ‘WED’ZE’ in the Savoyard dialect – a colorful
expression that translates a simple, spontaneous state of mind that’s full of energy. From downhill
skiing to freeride, covering everything including freestyle, the WED’ZE philosophy is to go out with
no hang-ups and discover a full range of rich and varied snow sport sensations, whatever your ability.
www.wedze.com

Services:
• In-store shopping ·
• In-store pick-up ·
• Delivery
• Online shopping
• Work shop services

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McKensey7s framework

The McKinsey 7s model is a strategic tool and framework that helps managers and businesses assess
their performance. The McKinsey 7s model identifies 7 key elements for an organization that need to
be focused and aligned for successful change management processes as well as for regular performance
enhancements.

The 7 elements identified in the McKinsey 7s model can be categorized as being:

Hard Element Soft Element

Shared Values
Strategy Skills
Structure Style
Systems Staff

Decathlon s Amazing Growth Strategy in India makes use of the McKinsey 7s model to regularly
enhance its performance and implement successful change management processes. Decathlon s
Amazing Growth Strategy in India focuses on the 7 elements identified in the model to ensure that its
performance levels are consistently maintained and improved for the offerings.

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1.Hard Elements
The hard elements of the McKinsey 7s model comprise of strategy, structure, and systems. The hard
elements of the model are easier to identify, more tangible in nature, and directly controlled and
influenced by the leadership and management of the organization.

➢ STATEGY:

• Decathlon Product Strategy:

Decathlon is one of the leading sports apparels and accessories brands in the world. Its marketing
mix product portfolio includes sports equipment’s, accessories, clothing, footwear and much more.
There is a wide collection of products for all the sports including football, baseball, basketball,
cricket, badminton, etc. Decathlon also has all the items for less popular sports like archery, billiard,
darts, field hockey, roller skates, volleyball and even scuba diving. Not just men, there is a separate
and diverse section for women and kids as well. The variety and abundance of products is such that
sometimes there is a problem of plenty. Decathlon also offers products from its own brands like
Artegon Domyos Kalenji, New Feel, Ines is, Oxelo and many more.

• Decathlon Price/Pricing Strategy:

Decathlon brand aims to encourage sports all over the world.

DEPT OF MBA, SMVIT 24

INTERNSHIP IN DECATHLON ANUBHAVA

So, it makes sure every sporting gear is available at affordable prices. It has consistently maintained
its low prices by not compromising with quality. This is because of the optimization of internal
processes in design and logistics. Cost leadership, along with decent quality is the core competency
of this brand. Decathlon keeps its prices around 20 percent lower than its competitors.

• Decathlon Place & Distribution Strategy:

Decathlon has over 800 stores worldwide, which speaks volumes of the immensely distributed
network it has. In Spain itself, it has over 100 stores and logistics centres. The local centres are
situated in Getafe, Sevilla, Masteller, Pamplona and Villafranca. These local centres supply to all
the Spanish stores. However, the stock in these centres in low as they are not warehousing. It has
three outlets in Singapore- Joon Koon, Chai Chee Road and City Square Mall. Decathlon plans to
open the biggest outlet in Singapore in Kallang in 2019. For online purchases, these centres are
responsible for carrying out transportation and delivery. Due to its efficient logistics and
distribution, it has been able to maintain its 72-hour delivery time target.

• Decathlon Promotion & Advertising Strategy:

Decathlon promotes itself as an innovative brand with a high product-quality relation. It uses its
R&D to cater to consumer needs and communicates this to its users. Decathlon group has the third
largest Research and Development facility in France. The affordability factor with that quality is the
differentiator in Decathlon. All its distinctive features are portrayed through institutional publicity.
It also heavily promotes self-owned brand in a way which describe its constant thirst for innovation.
These brands are exclusively available at Decathlon stores. The unique customer in-store
experience, where people can spend time knowing more about the sport and enjoying their time is
the differentiator, the unique selling point of Decathlon. This USP is highlighted in its promotion
campaigns. This concludes the Decathlon marketing mix.

➢ Structure [ FUNCTIONAL STRUCTURE]

STORE
MANAGER

STORE STORE DAILY

LEADERS MANAGERCE

Sports Sports
player’s COACH
LEADERS

DEPT OF MBA, SMVIT 25

INTERNSHIP IN DECATHLON ANUBHAVA

• Organizational hierarchy

Decathlon as Amazing Growth Strategy in India has a flatter organizational hierarchy that is supported
by learning and progressive organizations. With lesser managerial levels in between and more access
to the senior management and leadership, the employees feel more secure and con also have higher
access to information. Moreover, the flatter hierarchy also allows quicker decision-making processes
for Decathlon as Amazing Growth Strategy in India and increases organizational commitment in the
employees.

• Inter-Departmental coordination

Decathlon as Amazing Growth Strategy in India has high coordination between different departments.
The company’s departments often form inter-department teams for projects and tasks that require
multiple expertise. All coordination between different departments is effective and organized.
Decathlon as Amazing Growth Strategy in India has a systematic process for initiating and monitoring
coordination between departments to ensure smooth work operations and processes – and goal
attainment.

• Internal team dynamics [department specific]

Decathlon as Amazing Growth Strategy in India encourages teamwork and team-oriented tasks. Where
jobs require individual attention and scope, the company also assigns individual responsibilities and
job tasks. However, all employees at Decathlon as Amazing Growth Strategy in India are expected to
be team players who can work well with and through other members, and who get along well with
other people.

• Centralization vs. decentralization

Decathlon as Amazing Growth Strategy in India has a hybrid structure between centralization and
decentralization. Like many progressive organizations, Decathlon as Amazing Growth Strategy in
India largely supports decentralized decision making. Job roles at Decathlon as Amazing Growth
Strategy in India are designed to be carried out with responsibility, and employees often set their goals
with mutual coordination and understanding with the supervisors.

• Communication

Decathlon as Amazing Growth Strategy in India has a developed and intricate system for ensuring
communication between employees, and different managerial levels. The communication systems at
Decathlon as Amazing Growth Strategy in India enhance the overall organizational structure. The
systematic, defined, and organized communication allows an easy flow of information and ensures
that no organizational tasks and goals are compromised because of a lack of communication, or
misunderstandings.

DEPT OF MBA, SMVIT 26

INTERNSHIP IN DECATHLON ANUBHAVA

➢ Systems
• Organizational systems in place

Decathlon as Amazing Growth Strategy in India has defined and well-demarcated systems in place to
ensure that the business operations are managed effectively and that there are no conflicts or disputes.
The systems at Decathlon as Amazing Growth Strategy in India are largely departmental in nature,
and include, for example:

o Human resource management

o Finance
o Marketing
o Operations
o Sales
o Supply chain management
o Public Relation Management
o Strategic leadership

• Defined controls for systems

Each of the defined and demarcated systems at Decathlon as Amazing Growth Strategy in India has
especially designed tools and methods as controls for evaluating performance and goal attainment.
These controls and measures are designed specifically in different departments based on the nature of
their tasks and responsibilities. Moreover, each department also designs specific controls for members
for performance evaluation, as well as for inter-departmental tasks and responsibilities.

• Monitoring and evaluating controls

Decathlon as Amazing Growth Strategy in India continually evaluates its systems through the designed
controls. This monitoring of the performance is continual and ongoing. This is largely done through
observation and informal discussions. Feedback to employees and overall department heads is
informally given regularly as and when is required. Formal evaluation of performance is also
conducted semiannually – or quarterly, depending on the need and the urgency of the projects and
assigned tasks.

• Internal processes for organizational alignment

Decathlon as Amazing Growth Strategy in India also has special processes and methods for ensuring
that all departments and systems within the organization are aligned and working in harmony towards
the greater business goals and targets. This is made possible through ensuring that all systems are
designing and working towards goals and targets specific to their expertise under the broader business
vision and strategy.

DEPT OF MBA, SMVIT 27

INTERNSHIP IN DECATHLON ANUBHAVA

2.Soft elements
The soft elements of the McKinsey 7s model, in turn, include shared values, staff, skills, and strategy.
These elements are less tangible in nature and are more influenced by the organizational culture. As
such, the management does not have direct influence or control over them. These elements are also
harder to describe and directly identify – but are equally important for an organization’s success and
improved performance.

➢ Shared values
• Core values

The core values at Decathlon as Amazing Growth Strategy in India are defined and communicated to
foster a creative and supportive organizational structure that will allow employees to perform optimally
and enhance their motivation and organizational commitment. The core values at Decathlon s Amazing
Growth Strategy in India include, but are not limited to:

o Creativity
o Honesty
o Transparency
o Accountability
o Trust
o Quality
o Heritage

The Decathlon as Amazing Growth Strategy in India business also ensures that all its activities and
operations are conducted with high ethical and moral standards that redefined and benchmarked
against international criteria.

• Corporate culture

The corporate culture at Decathlon as Amazing Growth Strategy in India also encourages innovation
and creativity by allowing independence for growth to individuals and teams –thus helping them refine
their careers as well as personalities. Lastly, the corporate culture at Decathlon as Amazing Growth
Strategy in India also has a supportive leadership which works towards increasing employee
motivation and job satisfaction by giving way to visibility and accessibility.

• Task alignment with values

Decathlon as Amazing Growth Strategy in India ensures that all its job tasks and roles are aligned with
the core values that the company propagates. This means that all activities, tactics, and strategic tactics
employed by Decathlon s Amazing Growth Strategy in India will reflect its core values, and will not
deviate away from these. This is to ensure a consistent, and reliable brand image, as well as an honest
organizational culture.

DEPT OF MBA, SMVIT 28

INTERNSHIP IN DECATHLON ANUBHAVA

• Management/leadership style

Decathlon as Amazing Growth Strategy in India has a participative leadership style. Through a
participative leadership style, Decathlon as Amazing Growth Strategy in India is able to engage and
involve its employees in decision-making processes and managerial decisions. This also allows the
leadership to regularly interact with the employees and different managerial groups to identify any
potential conflicts for resolution, as well as for feedback regarding strategic tactics and operations.

• Effectiveness of leadership style

The participative leadership style is highly effective in achieving the business goals and vision of the
organization. Employees feel to be active members of the organization who are valued for their
suggestions, feedback, and input. Moreover, through participative leadership, leaders and managers
are able to identify current and potential conflicts with the Decathlon as Amazing Growth Strategy in
India organization, and actively work to resolve them as soon as possible.

• Cooperation vs competition – internally

With its supportive and encouraging organizational culture, Decathlon s Amazing Growth Strategy in
India gives way to internal collaboration and cooperation between employees, systems, teams, and
departments. This cooperation and collaboration at Decathlon as Amazing Growth Strategy in India is
important since its operations are spread globally, and because tasks and responsibilities within the
company often require inter-departmental feedback and input. Moreover, with increased expansion,
and synergy, the business also regularly forms project teams – which function effectively because of
the cooperative and collaborative culture within the Decathlon as Amazing Growth Strategy in India
organization.

• Team vs groups

Decathlon as Amazing Growth Strategy in India has effective and functional teams and works with
them internally to achieve its various business goals and objectives, and complete tasks. The
company’s management is encouraging and supportive, and the leadership provides a motivating and
pragmatic vision toad achieve. The human resource management system, as well as the organizational
training, supports all employees in their growth fairly and transparently. This leads to effective team
formation instead of nominal groups within the organization for various projects, as well as
department-specific tasks and roles.

DEPT OF MBA, SMVIT 29

INTERNSHIP IN DECATHLON ANUBHAVA

➢ Staff

• Employee skill level vs business goals

Decathlon as Amazing Growth Strategy in India has enough employees employed across its global
operations. Employees for different job roles and positions are hired internally as well as externally -
depending on the urgency and the skill levels required. Based on this, it is seen that Decathlon as
Amazing Growth Strategy in India has employees who are skilled as per the requirements of their job
roles and positions. All employees are given in house training to familiarize themselves with the
company and its values. External training along with in-house training is provided for skill level
enhancement.

• Number of employees

Decathlon as Amazing Growth Strategy in India has employed many employees. The number of
employees varies from country to country as per the requirements and needs of the business and
operations. The global team of Decathlon as Amazing Growth Strategy in India is an inclusive one
that accepts, and encourages diversity, and works in synchronization with members to ensure
attainment of business goals. The team member sand employees are the most important part of business
success for Decathlon as Amazing Growth Strategy in India.

➢ Gaps in required capabilities and capacities

➢ Decathlon as Amazing Growth Strategy in India has a well-defined system for identifying
potential needs of capabilities and capacities for the organization. The human resource function
of the business has a systematic process that aligns all other departments to identify potential
vacancies or skill gaps

DEPT OF MBA, SMVIT 30

INTERNSHIP IN DECATHLON ANUBHAVA

➢ Skills

Managerial Team working

Description communication skill Technical
skill skill

STORE
Yes Yes Yes Yes
MANAGER
DAILY
Yes Yes Yes Yes
MANAGER
LEADER Yes Yes Yes Yes

EMPLOYEES Yes Yes Yes Yes

• Employee skills

Decathlon as Amazing Growth Strategy in India has a commendable workforce, with high skills and
capacities. All employees are recruited based on their merit and qualifications. Decathlon as Amazing
Growth Strategy in India prides itself on hiring the best professionals and grooming them further to
facilitate growth and development.

• Employee skills vs task requirements

Decathlon as Amazing Growth Strategy in India has defined tasks and job roles and hires and trains
employees for skill levels accordingly with respect to those. The company ensures that all its job
requirements are met and that employees have the enough skills to perform their respective jobs in
accordance with the values and culture as well as the business goals and strategy of Decathlon s
Amazing Growth Strategy in India.

• Skill management

Decathlon as Amazing Growth Strategy in India pays attention to enhancing the skills and capacities
of its employees. It arranges regular training and workshops – internally as well as externally managed-
to provide growth and development opportunities for its employees. Decathlon as Amazing Growth
Strategy in India focuses on personal as well as professional growth for its employees and works
accordingly with them.

• Company’s competitive advantage

The human resource is one of the core competitive advantages of the company. The skills of employees
are developed specifically for job roles and requirements at Decathlon as Amazing Growth Strategy
in India and provide a competitive benefit to the company – where players cannot imitate employee
skills or training. This creates a unique and non-substitutable competency for Decathlon as Amazing
Growth Strategy in India.

DEPT OF MBA, SMVIT 31

INTERNSHIP IN DECATHLON ANUBHAVA

➢ Style:

• Democratic Leadership:

Democratic leadership, also known as participative leadership or shared leadership, is a type

of leadership style in which members of the group take a more participative role in the decision-
making process.1 This type of leadership can apply to any organization, from private businesses to
schools to government.

Everyone is given the opportunity to participate, ideas are exchanged freely, and discussion is
encouraged. While the democratic process tends to focus on group equality and the free flow of
ideas, the leader of the group is still there to offer guidance and control.1

DEPT OF MBA, SMVIT 32

INTERNSHIP IN DECATHLON ANUBHAVA

PORTER’S FIVE FORCES MODEL

THREAT OF
NEW
ENTRANTS

RIVALRY
BARGAINING
AMONG
POWER OF
EXISTING
BUYERS
COMPETITORS PORTER'S
FIVE
FORCES
MODEL

BARGAINING THREAT OF
POWER OF SUBSTITUTE
SUPPLIERS PRODUCTS

➢ The threat of entry of new competitors.

The threat of entry of new companies in a sector depends on the level of existing entry barriers to
that sector. The fewer the entry barriers the more attractive will the sector become as new
participants will have it easier to take over a part of that market.

The threat of the entry of new competitors is high given that we are in a global market and that
almost any company can get into almost any market in any territory.

Decathlon Castellon, however, counts on the support and international experience of Decathlon (its
mother Company) and this will help and provide security when it comes to new competitors in the
market. Decathlon is not only a distribution company but also a manufacturer and is currently the
leading company in its sector and all of this gives the company the confidence along with
commercial and economic capacity to face any competitor that enters the sports material industry.

DEPT OF MBA, SMVIT 33

 INTERNSHIP IN DECATHLON ANUBHAVA

Lastly, although the presence of new competitors is a threat to the existing companies they may find
important entry barriers such as:

• Cost advantages for existing companies as new companies face important initial investments
to establish themselves in the market, something that is difficult in times of crisis like those
existing at the moment

investments to establish themselves in the market, something that is dim cult in times of crisis like
those existing at the moment

• A continual and constant differentiation of the products.

• Low prices, this is an entry barrier for new companies as it will be difficult for them
• in the beginning to compete with the prices that, for example, Decathlon can offer. And lastly
the economy of scale benefitting the big competitors in the market such as Decathlon or
Intersport.

➢ Threat of entry of substitute goods.

A market is not attractive if real or substitute products are available. The situation becomes more
complicated if the substitutes are more technologically advanced or can enter the market at a lower
price thus reducing the real profit margin of the company and the industry.

In general, it could be said that, in almost every case, there are no substitutes for sports articles given
that they are the only articles that can be used to practise each particular sport. However, these very
products can be continually developed technologically up to a point where they are articles of higher
quality, better design and lower priced.

We can therefore conclude that Decathlon Castellon must bear in mind the necessities of the market
and both the innovations of the competitors and the market in order to avoid possible and potential
threats.

➢ Suppliers' negotiating power.

Suppliers are a very important element in the process of a company's market positioning because
they supply us with raw materials for manufacturing our goods. So, with more suppliers, lower is
their negotiation capacity, because there will be more offers thus forcing them to cede a little in the
price of their input which, of course, is to our benefit.

Some factors that influence the suppliers negotiating power are:

• The concentration of suppliers

DEPT OF MBA, SMVIT 34

INTERNSHIP IN DECATHLON ANUBHAVA

• The importance of volume to the suppliers,

• The differentiation of production

• The concentration of suppliers,

• The importance of volume to the suppliers.

• The differentiation of production.

• The costs of the supplier's changes.

Decathlon only counts on its own suppliers, so, if more products were needed in diverse
situations they could not make them with the existing suppliers and this could become a
potential threat, as the company is wholly dependent on Decathlon's production countries
belonging to the company itself.

• Clients' negotiation power.

If the buyers are very well organised they will be able to demand adjustments in the prices, more
quality and more additional services leading to lower margins. We must analyse the dependence
on the distribution channels, the ease of consumer change. price sensitivity, purchase frequency,
the expected margin or the degree of information available to the customer

As far as the customers are concerned we can be sure that they have almost limitless options
when it comes to choosing an article that allows them to practise sport they wish. Therefore,
owing to the diversity of purchase options in the market, consumers have a very high
negotiating power. This is why Decathlon Castellon has focused on a strategy of product
differentiation so that consumers perceive their products as advantaged compared to those of
their competitors. It is also worth pointing out that Decathlon is a good purchasing option
because of their high-quality products at accessible prices and the availability of a range of items
for all levels from novice to professional.

➢ Reality between existing competitors.

According to Porter, this fifth force is the result of the four anterior forces and the most
important for a company because it helps to take the necessary measures to ensure their market
position at their rivals cost Nowadays competition exists in the majority of sectors and to beat it
one must know how to control both the microenvironment and the macro environment, and,
above all, if we wish to survive in the market we have to distinguish ourselves from the rest and
position ourselves solidly
The factors that influence the rivalry between existing competitors are

• On one hand, the concentration. This refers to identifying the quantity and size of companies
that exist in the market to obtain an overall view of the competition. The relation between
companies and their product prices must also be evaluated to know if oligopolies exist or
companies that dominate prices.

DEPT OF MBA, SMVIT 35

INTERNSHIP IN DECATHLON ANUBHAVA

• On the other hand, one must bear in mind the diversity of competitors. There are, currently,
many competitors in most of the market sectors and everything is constantly changing as
consumers demand higher quality in products and services whilst other needs that require
satisfaction appear

• Lastly, one must bear in mind product differentiation. To meet in a market, we must
distinguish ourselves from the rest so that the consumers remember us whether it be for
product quality image, design, prestige confidence, etc.

To analyses this aspect, we must remember that the Spanish market is extremely varied and
interesting due to government investment in the last few years, especially in the fields of sport and
health (previously seen in the PEST analysis).

The own-brands have a great advantage over leading brands like Nike or Adidas, the price. Thanks to
own-brands, similar products with the same end-use can be offered at a lower price than that of their
competitors while maintaining the same quality level.

To end this analysis here are some of the existing rivalry factors between Decathlon's main
competitors:

• Publicity battles to differentiate the product. This is an attack on the other competitors.
• Price competition. Decathlon can do this thanks to its own-brands which offer a wide range
of products at low prices

• The manufacture of new products that capture new consumers' attention. Decathlon is a
company that makes a continual effort to improve existing products and offer innovative new
ones. The fact is that Decathlon has a specialized innovation department for each of its own-
brands as well as centralized innovation department.

• Lastly, the improvement of customer service leading to greater customer satisfaction and thus
repeat purchases and, above all, recommendation to friends’ acquaintances and family

DEPT OF MBA, SMVIT 36

INTERNSHIP IN DECATHLON ANUBHAVA

SWOT ANALYSIS

SWOT analysis of Decathlon analyses the brand by its strengths, weaknesses, opportunities & threats.
In Decathlon SWOT Analysis, the strengths and weaknesses are the internal factors whereas
opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Decathlon to
b0enchmark its business & performance as compared to the competitors. Decathlon is one of the
leading brands in the lifestyle and retail sector.

the Decathlon SWOT (Strengths, Weaknesses, Opportunities, Threats), top Decathlon competitors
and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

• Strength: characteristic of the business or project that gives it an advantage over others

• Weakness: characteristic that place the business or project at a disadvantage relative to other

• Opportunities: elements that the business or project could exploit to its advantages

• Threats: Elements in the environment that could trouble for the business or project

DEPT OF MBA, SMVIT 37

INTERNSHIP IN DECATHLON ANUBHAVA

➢ Strength:
• Sustainability

• Eco-design/Eco-friendly/Innovation/Product development/Sustainability

Decathlon, we don’t just innovate to create the best gear; we innovate to pursue sustainable practices
for our community, our teammates and our environment. We pursue quality along with affordability
because a long-lasting product is the first step toward sustainability.

“At Decathlon, we believe that preserving the planet and its population protects our purpose: to make
sports more accessible to everyone.”
We hold ourselves to specific standards when it comes to our ecological footprint, design,
production, manufacturing and business operations. Here are some of our key commitment

DEPT OF MBA, SMVIT 38

INTERNSHIP IN DECATHLON ANUBHAVA

Stores located throughout the world with 1647 stores all over

• Group is largest sporting goods reseller in domestic market

• Large variety of sports goods in affordable pricing for all classes of consumers

• Own private label brands to get high brand recall

• Strong and innovative marketing since years have created a strong brand retention in the
minds of customers

• Young Employee

➢ Weakness:

• Less Digital or online marketing

• E- retailing is gaining importance but still company has limited presence Opportunity to
increase number of stores

• Company has opportunity to innovate on technology front to design new production the same

• Less advertisement

➢ Opportunity’s:

DEPT OF MBA, SMVIT 39

INTERNSHIP IN DECATHLON ANUBHAVA

1)Newer brand creation

The multinational company like Decathlon should refine their service and product offerings to appeal
to the local tastes and also to be affordable for the customers. Emerging markets like India, Turkey,
and Malaysia etc. offer opportunities for innovation of newer products and services. Decathlon
is planning to split the brand and creating one brand for each of the sports it caters to. Decathlon should
consider changing its headquarters of certain brands from France to different countries, for example,
badminton is quite popular in China, and so headquarter of badminton brand could be China.

2) Expansion

The annual consumption of the emerging market will reach $30 Trillion by 2025, there is going to be
the overwhelming number of increments in customers from the emerging market. In France, Decathlon
has a business model to open stores outside the cities but open it larger in size. Decathlon should
consider rethinking this model because the trend now is that more and more people are living in the
bigger cities, so while doing international expansion Decathlon should look in this changing culture of
people. The “mall culture” is very much present in Brazil and China. The emerging markets offer huge
potential to Decathlon for growth in coming years

• Opportunity to increase number of stores

• Company has opportunity to innovate on technology front to design new product

• Company has opportunity to innovate on technology front to design new products

• Creating high brand awareness by exploring advertising media tactically

➢ Threats:

• High competition from global and domestic players

• Thetas from other brands who provide goods at lower price

• High inflation doesn't give opportunity of cost advantage in competitive environment

DEPT OF MBA, SMVIT 40

INTERNSHIP IN DECATHLON ANUBHAVA

TOWS ANALYSIS :

DEPT OF MBA, SMVIT 41

INTERNSHIP IN DECATHLON ANUBHAVA

BALANCE SHEET OF DECATHLON ANUBHAVA ( million)

Particulars 2016 2017 2018

LIABALITIES
SHARE holders Fund
capital 5868 5187 4641
Retained Earnings 4871 5620 5588
Other equity 85 274 149
Total Equity 10824 11081 10381
LONG TERM LIABALITY
long term debt 1199 1210 228
Differed income tax 1544 1292 974
Other long-term liabilities _ _ _
Total long-term liabilities 7770 6464 5058
Current liabilities
Account payables 1930 1669 1549
Accrued expenses 2197 1814 1721
short term debt 167 98 108
Other current liabilities 733 381 104
Total current liability 5027 3962 3882
TOTAL LIABALITES 18594 17545 15465
ASSETS
Current assets
Cash and short-term investments 5142 5965 3757
Cash equivalent 2220 3337 2317
short term investment 2922 2628 1440
bills receivables 3434 3117 3132
Inventory 3947 3484 3222
prepaid expenses 717 557 598
Other current assets 1136 _ _
Total current assets 13696 13630 11845
Fixed assets
Property / plant – net 2834 2452 2209
property / plant – gross 5500 5057 _
Accumulated depreciation -2848 _ _
Goodwill – net 131 131 131
intangibles assets 282 289 370
other long-term assets 1651 1043 910
TOTAL ASSETS 18594 17545 15465

DEPT OF MBA, SMVIT 42

INTERNSHIP IN DECATHLON ANUBHAVA

RATIO ANALYSIS

Years 2016 2017 2018

Current ratio 2.72% 3.44% 3.05%
Quick Ratio 1.796% 2.420% 2.067%
Proprietary ratio 0.582% 0.631% 0.2060%

Current Ratio

2018.5 3.05%
2018
2017.5 3.44%
2017
2016.5 2018
2.72%
2016 2017
2015.5 2016
2015
2014.5
1 2 3
Years 2.72% 3.44% 3.05%
Years 2016 2017 2018

Years Years

Quick Ratio

2018.5 2.07%
2018
2017.5 2.42%
2017
2016.5 2018
1.80%
2016 2017
2015.5 2016
2015
2014.5
1 2 3
Quick Ratio 1.80% 2.42% 2.07%
years 2016 2017 2018

years Quick Ratio

DEPT OF MBA, SMVIT 43

INTERNSHIP IN DECATHLON ANUBHAVA

PROPRITORY RATIO

2018.5
0.26%
2018
2017.5
0.63%
2017
2016.5 2018
0.58%
2016 2017
2015.5 2016
2015
2014.5
1 2 3
propritory ratio 0.58% 0.63% 0.26%
years 2016 2017 2018

years propritory ratio

Years 2016 2017 2018

0.
Gross profit Ratio 0.244 0.247 214

Net profit Ratio 5.294 5.546 4.668

GROSS PROFIT RATIO

0
2018

2017.5
0.247
2017
2018
2016.5
0.244
2017
2016
2016
2015.5

2015
1 2 3
Gross profit Ratio 0.244 0.247 0
years 2016 2017 2018

years Gross profit Ratio

DEPT OF MBA, SMVIT 44

INTERNSHIP IN DECATHLON ANUBHAVA

NET PROFIT RATIO

2024
2022
4.668
5.546
2020 5.294
2018
2016 2018
2016 2017
2014
2012
1 2 3
Net profity Ratio 5.294 5.546 4.668
years 2016 2017 2018

years Net profity Ratio

DEPT OF MBA, SMVIT 45

INTERNSHIP IN DECATHLON ANUBHAVA

Learning Experience:

Four weeks of internship training at DECATHLON ANUBHAVA Bangalore was an

enriching experience. My project work gave me an industrial exposure as to see how an
organization function. The corporate practices and the organizational culture of
DECATHLON ANUBHAV was a pleasure to watch. It was amazing to see the work flow
day in and day out. This internship project gave me an opportunity to see in live, how various
practices are carried out, and understand how the 7’S Framework, SWOT and Porters 5 force
analysis are performed. It gave an understanding as to how an organization operates.

Firstly, I learned in DECATHLON ANUBHAVA is about the roles and responsibilities in the
store and what are all the policy procedure and safety precautions inside the store

By interacting with the teammates i improved my communication and I seen how the teams
are performing in their job, basically it was amazing experience I got in decathlon I seen
different kinds of customers and how to handle the customers how to interact with customers
etc.

I see the how organization structure function in the store as well as how it is performing day
by day and after I seen different product and so many brands inside the store, and also, I
learned about the layout works are happening.

In the layout I got a experience that how to maintain the layout and inside the layout what are
all the things to be done to feel the customers happy, in the layout I learned about the
signages, fixtures, product performance, qualities of the products, and how do the layout
facing.

After that I learned about the DELEVERY OF STOCK how we need to receive delivery from
the Wearhouse.

I seen how the decathlon is adopted this JUST IN TIME concept in ordering stock production
of good.

I experienced that how they are controlling wastes (defective products, over order of stock,
the customer waiting time, inefficient transport, inventory, etc.)

I learned about the VISUVAL MERCHANDISING work in store, price fixings, attracting the
customers and ho\w to increase the basket value.

DEPT OF MBA, SMVIT 46

INTERNSHIP IN DECATHLON ANUBHAVA

I see how the new product testing will happened

Later I learned how to order a stock and how much we need to be order.

I was experienced that how do the I inventory.

I was experienced that how they are efficient utilization of HUMAN RESOURCE PLANING

I learned about the how this cross marketing commercial area perfuming without any hum an effort.

Overall, I would like to thank for Mr. PRAVEEN SHETTY department manager, Mr. ROHIT sports
leader, and all my team members, all the sports leaders they all are made my four weeks I learned so
many things in short period of time it was amazing experience I was gain from DECATHLON
ANUBHAVA.

DEPT OF MBA, SMVIT 47

INTERNSHIP IN DECATHLON ANUBHAVA

BIBLIOGRAPHY:

• Guideline of demi works

• Decathlon official website

• Decathlon Anubhav official websites

• www.googl.com

DEPT OF MBA, SMVIT 48