DECATHLON HANOI

OUTLET
SPORT FOR ALL ALL FOR SPORT
173 XUAN THUY, CAU GIAY, HANOI

Content
Content

1. Objectives
2. Business Opportunity & Advantage
3. Market Research
4. Marketing Plan (4Ps)
5. Operational Plan
1.
2.
3.
4.

Finance
Supply Chain
IT
Human Organization

Objectives
We sell
what we
produce.
Why
NOT?
brand
ed
produc
ts

warrant
ed
quality

to Hanoians
rea
son
ble a
pric
e

Business Opportunity
FTA,
TPP

7.2M
Hanoians
(2014)
4 seasons

Annual
Income:
58M/year

Sport
diversity

Close to
suppliers

Business Advantage
1

Decathlon
Brand

Quality

Price

Local for Local

Various
designs

No fake
products

Market Research
Vietnamese People Playing Sports

Total People

P 18-35

Market Research
Types of sport
2.90%
8.60%
5.70%
0.00%
21.40%
7.10%
15.70%
17.10%
8.60%
15.70%

Market Research
Marketshare in 2013
Nike Inc
VF Corp

Our
target
pie

adidas Vietnam Co Ltd

Skechers USA Inc

BasicNet SpA
Fila Holding SpA

Kering SA
Others

15%

10%
1%
1%
1%
0%
71%

0%

Market Research
Where to buy

2.90%
15.70%

28.60%
5.70%
10%

Sport store like Nike, Adidas, Puma, Lining

Other stores like HoangPhuc, Maxxsport, Sport1, Supersport

Online

Other

Private retail store

Market Research
0%
30%
62%

51%

100%
70%
38%

49%

paly sport every week

I hardly play sport

Market Research Competitors

Manufacturers- Nike, Adidas

Strength

Weakness

Threat

- Quality
- Trademark: Nike 1964, Adidas 1949
- Marketing: Adidas 947 million.
- Distributions: 19 Adidas stores

- High price
- Little discount
- Negative feedback on technical
knowledge of salers

- Fake products
- Enter of other brands

Distributors Maxx Sport, Sport1, Supersport

Strengths

- Well-known brands (Lining, Adidas, Lotto)

- Varies in sport types
- Large store surface

Weakness

- Customer mentality about non-authentic products

- Full warrant policy

Marketing plan - Place

Location: main road, easy access, near sport facility, or in shopping mall, not far from office.
Surface area: 300- 500 m2
Price: 25-30 $/m2/month on the road. 30-40 $ on shopping mall.

No of
floor

Unit surface

Total surface
(m2)

Total rent fee

(in $)

Unit rent fee

($/m2)

Thi H

350

700

20,524

29

Lng

600

1,800

8,571

Duy Tn

612

612

173 Xun Thy, Cu Giy

500

500

Hong o Thy

424

1000

Checking

Checki
ng

Checking

Checki
ng

11,731

18

Marketing Plan - Product &

Price
Product

Price (kVND)

Reference

Short

50-200

Artengo short:

Light jackets

250-500

Quechua+ Artengo jacket

Jackets

400-1000

Wedze jackets

Shoes

200-1000

Kalenji, Domyos

Marketing Plan - Promotion

Operational Plan - Finance

Operational Plan - Supply

SELECTION
ORDER
SHIPMENT
RECEPTIO
N
PICKING
OUTLET

DPP

CUSTOMER

OUTLET

OUTLET

Local supplier
LOCAL
SUPPLIER

FG SUPPLIER

WAREHOUSE

WAREHOUSE

PORT OF LOADING

HAI PHONG

OUTLET

CUSTOMER

SALES

Operational Plan - Supply

Operational Plan - IT

Operational Plan - Human

Purchase

Purchaser

E-commerce
Store
manager

Sales

Sales assistants
(x3)
Cash register (x2)

Security

Security guard