STORE VISIT REPORT

ACADEMIC YEAR: 2020-21 – SEMESTER IV

Student Name: RAM SPARSH SHARMA

SUMIT SINGHAL
Register / Roll No. : 1902542
1902558

DAYALBAGH EDUCATIONAL INSTITUTE

Dayalbagh Agra , Uttarpradesh -- 282005
 COMPANY PROFILE

DECATHLON
( First Floor Metropark Huda City Centre Metro station,
Gurugram, Haryana 122007 )

This store report has been prepared for the Decathlon store situated in
huda city centre Gurgaon ,Haryana. It is one of the biggest Decathlon
stores in gurgaon , offering a wide range of products covering more than
65 different sports and having over 100 employees .

In this plan we will firstly analyse the company´s situation, its resources
and capacities and commercial strategy. One of the most important
issues in this is the population´s growing concern about its health, well-
being and attractive physical appearance. Because of this Decathlon has
experimented an important growth in the last few years.
Decathlon is a French sporting goods retailer. With over 1647 stores in
nearly 1000 cities in 57 countries and regions (Jan 2021), it is the
largest sporting goods retailer in the world.
The company manages the research, design, production, logistics and
distribution of its products in house; partners with global suppliers; and
markets their own brands directly to consumers in Decathlon-branded
bix box stores.
Decathlon is vertically integrated, designing and developing its own
products and marketing under its more than 20 brands, with each sport
and often sub-sports and sports groups having their own brand.
 Mission, vision and values

-Mission

“To encourage the practice of sport by as many people as possible for its
pleasure and benefits”.
What the company aspires to with its mission is to give everybody the
availability of quality sports products at a reasonable price so that they
can all experience the advantages of practicing sport.

-Vision

“To be the leading Company in the quantity of items sold in each of their
brands”
Decathlon’s vision is clear. It is based on the desire of being the top-
selling Company in all brands, especially their previously mentioned
own brands.

- Aims

• Decathlon’s basic aim is its “lowest-price possible” policy. This is

designed to help the growth of sport everywhere. Low prices help
consumers to equip themselves properly and to allow the discovery of
new sports
. • Technical products for all levels. This is another of Decathlon’s
essential aims achieved by selling the best international brands as well
as their own brands thus increasing customers’ security and well-being
through continuous innovation.
• Lastly, listening to customers is another of their basic aims as this
allows the focus of attention in the products’ practical qualities and thus
obtaining their clients’ long-term satisfaction.
OWNER NAME :- Michel Leclercq
MANAGER NAME :- ABHISHEK CHAUDHARY(STORE MANAGER OF HUDA
CITY CENTRE, GURGAON BRANCH)

TYPE OF STORE :- RETAIL STORE

TYPE OF ITEMS STORED IN DECATHLON

1. Clothing designed for the active removal of sweat

2. Shoe soles and insoles
3. Waterproof and breathable clothes
4. Warm and light clothes
5. Light and Robust Synthetic fabrics (non garment)
6. Support and compression
7. Hybrid cycles

MOBILE NO :- 9999869464 , 9019023853

EMAIL ID. :- care.india@decathlon.com

 FORECASTING METHODS USED IN DECATHLON

There are few forecasting methods used by decathlon to find expected

demand and sales :

1. Causal: Causal forecasting pays special attention to the relationship

between different events or variables. The weather is a big one.

“Estimating techniques based on the assumption that the variable to be

forecast (dependent variable) has cause-and-effect relationship with one
or more other (independent) variables.”

According to discussion with stock manager, Examining causal

relationships helps you forecast more accurately because you can predict
and account for external factors that affect demand.

Light likes to categorize these as complements and cannibalization.

“When a retailer puts dress shirts on sale, they will likely experience
some increase in the sale of t-shirts. These are complements,” Mr.
Abhishek Chaudhary says. “When a retailer puts one brand of t-shirts on
sale, the other brands carried will suffer a decline in sales. This is
cannibalization.” Remember to account for everything that’s happening in
your store (and online!) ? (THIS IS HOW DECATHLON FORECAST)
 Techniques used by Decathlon in Inventory Management

RFID :- Using RFID for inventory control, stock security and

quality management. Guide. Radio Frequency
Identification (RFID) allows a business to identify individual
products and components, and to track them throughout the
supply chain from production to point-of-sale.

The French company sells more than 600 million products each year
and has more than 900 stores around the world. Around 85% of
Decathlon products now come with RFID tags, which are used to track
products throughout the entire supply chain, from factories to the
distribution centers and stores.

Decathlon suppliers fix tags to the products and then use handheld RFID
readers to record and track the shipping of goods to the distribution
centers.

When a product arrives at a distribution center, the product ID is read

from the RFID tag by fixed RFID scanners. The products are then stored
for the picking process. Non-Decathlon items that are not yet tagged by
the manufacturer are tagged with an RFID label at the distribution Centre.
 Interesting Observation
1. Options – where are they

What about providing the customer with the option of having her items
delivered to her home? Or the option of leaving her email address and
getting an alert when the items she wants is back in stock? Or the
option of a stylist to help her choose the right clothes/colours? And so
forth....
2.No Greeting

We went into countless clothes shops and not once did we get a
welcome from anyone. There was no welcome as in the greeting
"Welcome!". There was no welcome as in eye contact and facial
expression (smile) which suggests "Welcome!". We were simply
invisible - at least that was our experience. It strikes me that the
entrance into the shop is no different to a guest entering your home -
the welcome or lack of it sets the tone for the entire stay.