Background

Last September 7, at Dasmarinas, Cavite, sports and active lifestyle

enthusiasts rushed to the doors of Robinsons Place Dasmarinas for the
opening of Decathlon’s second and biggest branch, here in the Philippines

At 4,800 sqm of retail space, it is also Decathlon’s largest branch. Decathlon

first catered to the Philippine market through their very first branch in Alabang
which opened August of last year and has since then, grown into a steady
player in the local scene for sports and fitness retail.

Decathlon's main mission is to make sport accessible to as many people as

they can and this definitely reflects on their motto, SPORTS FOR ALL, ALL FOR
SPORTS. As of to date, they are globally presented in 46 countries and have the
ambition to open more and more in new countries in order to be present
everywhere they are needed.

Competitors and Target Market

Decathlon’s Dasmarinas target market are male and female from A, B and C
social classes who are sports enthusiasts, outdoor lover and even those who
just want to starts a particular sport then further classified as beginner,
intermediate and advance ‘’user’’. The brand basically competes with another
specialty retailer in the mall such as Toby’s Sports, The Sportswarehouse and
stand-alone store like Dasma Sports Outlet which sells similar items in Cavite
area.

Products and Price

The brand houses 70 sports under one roof and put in around 5,000 different
units of sports equipment, with over 50 different sports categories from
mountain bikes and kettlebells, apparels-from accessories, clothing and sports
footwear that are sold at just 20%-30% of the price that other favorite popular
brands sell for, without compromising on quality.

What makes Decathlon unique is that it has its own 20 Decathlon brands that
they created, designed and manufactured, each dedicated to a specific sport.
Promotion
The brand uses a centralized website wherein everyone could sign up for a free
membership, lead into company’s humble beginnings and advocacy, be
informed on the current clearance sale and promotion and place their orders
online.
Decathlon Robinson Dasmarinas branch has an active FB page with positive
great reviews and recommendation wherein they communicate their past and
upcoming events.

The Challenge
For more than 2 months of operation, the company has been successful in its
operation but would want to address the following issues: awareness of the
brand and its location particularly Batangas and Tagaytay area and eventually
sales.

The Task
Your task is to develop a comprehensive marketing plan that will address the
brand’s objectives. To aid you in coming up with the marketing plan, it is
strongly recommended for you to create a market perception study about the
brand by conducting a survey or focus group discussion.

The prescribed format is as follows:

Company Description
Situation Analysis
SWOT Analysis
Competitor Analysis
Marketing Objectives
Target Market
Positioning
Marketing Mix
Product Strategies/Tactics
Distribution/Place Strategies Tactics
Promotion Strategy/Tactics
Pricing Strategy/Tactics
Budgets and Schedule (for promotion)