BLACKJACK PROJECT
DESCRIPTION OF GENERAL DETAILS OF THE FIRM
LOCATION Ø BELGIUM 8 HUNGARY 6 Ø BRAZIL 1 INDIA 1 Ø CHINA 14 ITALY 46 Ø FRANCE 235 POLAND 10 Ø GERMANY 8 PORTUGAL 10 Ø NETHERLANDS 2 ROMANIA 1 Ø RUSSIA 2 SPAIN 57 Ø UNITED KINGDOM 6
SIZE Ø 22 COUNTRIES, 313 SHOPS, 26500 EMPLOYEES Ø 87% OUT OF FRANCE Ø 80 MILLION CUSTOMERS PER YEAR Ø 35000 REFERENCE PRODUCTS
HISTORY Ø ESTABLISHED IN LILLE (FRANCE) IN 1975 Ø GERMANY 1986 Ø UNITED KINGDOM AND USA IN 1999 Ø EXIT AMERICAN MARKET 2006 Ø SPAIN BARCELONA 1992
HISTORY Ø 2003 BENEFITS OF 3100 MILLION EUROS Ø NOW: EXPANSION TO CHINA AND INDIA NEW MARKETS LARGEST SPORTING GOODS RESELLER IN THE WORLD
BUSINESS SECTOR Ø RETAIL INDUSTRY SECTOR Ø SPORT EQUIPMENT WITH LOWER PRICES AND HIGH QUALITY Ø CONTRACTING SERVICES Ø OWN PRODUCTS Ø CREATING DESIRABILITY AND MAKING THE PLEASURE AND BENEFITS OF SPORTS AVAILABLE FOR EVERYONE
COMPETITORS Ø BIGGEST MULTINATIONAL: NIKE, ADIDAS… Ø LITTLE SPORT SHOPS
ORGANIZATIONAL STRUCTURE Ø OXYLANE: GROUPS TOGETHER A WHOLE NETWORK OF COMPANIES Ø TWO DIFFERENT ACTIVITIES: l l BRANDS THAT CREATE WORLD-LEADING SPORTS PRODUCTS LOCAL AND ON-LINE RETAIL FORMATS
Products for high variety of sports Ø Ø Ø 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? Ø Big shop centers Ø Easy to find any product (agrupated by sports) Ø Very good quality and good prizes Ø Huge variety of marks for any sport Ø Good staff to advicing for all their products
and more services… Ø On-line shopping Ø Complet catalogue of products (with dimensions, weight and prize) Ø Workshop for repaire and costumize Ø Designer Ø Delivery service Ø Member club Ø Discounts and special offers
FITNESS CUB Multi-exercise machine in order to tone the body up - more than 30 different exercises - 50 cm x 50 cm (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 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 Ø They are used when a shop receives products to check if everything has been sent and with any defects. Ø 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 Ø 80% of stock comes from 20% of suppliers l Ø 80% of the sales come from 20% of the costumers l Ø 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 l 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. Ø They are useful to reveal cause-effect relationships among different variables: Ø l l l 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 Ø Product-Focused Strategy Ø High volume, low variety products Ø Discrete unit manufacturing
Process Strategy Advantages Ø Lower variable cost per unit Ø Lower but more specialized labor skills Ø Easier production planning and control
Process Strategy Disadvantages Ø Lower product flexibility Ø More specialized equipment Ø 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 Ø Does the process eliminate steps that do not add value? Ø Yes, it eliminates unnecessary wasteful manufacture and streamlines the sale of the Fitness Cube.
Questions for Process Analysis and Design Ø Does the process maximize customer value as perceived by the customer? Ø Yes, the product is perceived as efficient in design and use, making it very appealing.
Questions for Process Analysis and Design Ø Will the process win orders? Ø Yes, the process will win orders.
TECH SIDE Ø Decathlon is very well tech soported
TECH SIDE Ø Lot of marks make products for Decathlon Ø Big cantities Ø Variety Ø Competitivity Ø. . .
TECH SIDE Ø Increase quality Ø Prices get down Ø More soldings Ø Consumers satisfaction
THE POSIBILITIES OF INTERNET AS A CHANNEL DISTRIBUTION
www. decathlon. com Ø New Ø On-line: products to the home
www. decathlon. com Ø Star product very resalted Ø Attractive for visitors
www. decathlon. com Ø Advantages of the on-line service
www. decathlon. es Atractive advertisements Ø Posibilities of web page Ø
www. decathlon. es Ø Mapa de tiendas
www. decathlon. es Ø Catálogo por deportes
www. decathlon. es Ø Compra on-line
www. decathlon. es Ø Contacta con Decathlon
www. decathlon. es Ø Servicio de Taller
www. decathlon. es Ø En busca de nuevos empleados…
SITES OF DECATHLON PROVIDERS Ø Links for visiting the providers that support Decathlon technically.
CONCLUSIONS Ø On-line vents to the home are new Ø Is early to know their impact Ø Decathlon is continuing its politic of get down prizes, and make a easy way for consumers. Ø This form of thinking is the responsable of the incredible growing up of Decathlon in last years Ø On-line services continues this way…
IMPLICATION OF TWITTER What are you doing?
TWITTER Ø Internet application Ø Connect and network with others Ø Keep everyone informed Ø What employees are doing each moment?
TWITTER Ø Control who visits the webpage Ø What has been said about our company? Ø Protect our brands about what people say Ø Promote our products
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