Decathlon: Why entering the Finnish Market could create a competitive advantage for the Brand

Decathlon is a French brand of Sporting goods Stores implanted in 22 countries all other the world. The chain develops and sells its own brands (separate brand names for each sport/activity), emphasizing in first place on the quality of the products.

In the countries where Decathlon implanted its shops, the brand is known for its expertise by offering quality equipments and advice for every sport. The Concept of Decathlon is similar as a group of several specialised Sporting Stores brought together in one place.

Situation of the market in Finland:

I chose to talk about the way Decathlon could enter the Finnish market because while living there I noticed that this kind of Sporting Stores doesn’t exist in Finland.

Of course we can find 3 major sporting stores (Stadium, Sportia and Intersport) but none of them offers a concept similar as Decathlon’s.

For instance, Intersport in Finland is more a “clothing shop”, providing expensive sport clothing from famous brands such as Adidas or Nike.

In these shops you can’t find clearly defined sections dedicated to each sport or activity.

How Decathlon can target new segments:

One of the most important advantages of Decathlon on the Finnish market would be its different ranges of products, from the entry-level products to the “professional” equipments. 
Indeed, the range of entry-level products offers good quality goods at an affordable price. This range could attract a new kind of purchasers, the families, and become a big advantage compared to other Sporting Stores not offering this kind of products.

The Decathlon Concept of Expertise in every field could also attract more experienced athletes looking for particular advice.

The communication strategies to build the brand awareness:

Decathlon could also make a noticeable difference by introducing the staff members of the store as members of the same team, the “Team Decathlon” in order to create this convivial “sporting atmosphere” Decathlon is also known for in other countries.

To stand out from the regular Finnish Sporting Stores, it is important for Decathlon to show the degree of expertise its staff members can provide in every sport. The aim is to make the customers feel like they are talking to real sports experts practising the same sport as them, and not only salespersons.In order to create this, the stores could broadcast short videos introducing the different staff members while practising their own sport. This could also lead to a campaign in the street (posters) highlighting the expertise of this brand.

Entering the Finnish market, Decathlon could become the leader on the Sporting goods Stores with its unique Concept.

Sources:

- decathlon.com