A Major Project Report

On
Internship At Decathlon
(Overview about decathlon)

Submitted By
Smarika Karki
34406120002

In Partial Fulfilment of the requirements for the award of

Bachelor of Sports Management
 ACKNOWLEDGEMENT

I would like to express my sincere appreciation

to everyone who has contributed to my internship .
I would like to thank [Sukriti Bhardwaj & Sushovan
Gupta], my internship supervisor, for their guidance
and support throughout my internship. Their feedback
and suggestions were invaluable in helping me learn
and grow in my role. I am grateful for their mentorship
and the opportunity to work alongside them.
I would also like to thank the team at decathlon for
their warm welcome and support during my internship.
I learned so much from the dedicated professionals who
worked tirelessly to accomplish the goals of the
organisation. I am grateful for the opportunity to have
worked with such a talented team and for the
knowledge and skills I gained through this experience.

Once again, thank you to everyone who has contributed

to my internship and this report. Your support and
guidance have been invaluable, and I am grateful for
the opportunity to have learned and grown through
this experience.
 WORK EXPERIENCE
I worked as a sales associate at Decathlon for 3 months for my
internship , where I was responsible for providing exceptional
customer service to ensure that customers were satisfied with their
shopping experience. I worked in departments, including running,
football, basketball and cricket , which allowed me to gain extensive
knowledge of the products offered by Decathlon.
My primary responsibility was to provide excellent customer service,
which involved assisting customers in finding the right products
based on their needs, answering their queries, and offering guidance
on equipment usage and maintenance.I was also responsible for
maintaining a clean and organised store, including restocking
shelves, organising displays, and processing customer
transactions.One of the things I loved about working at Decathlon
was the team culture. The store management team fostered a positive
work environment and encouraged teamwork, which helped us to
create a friendly and welcoming atmosphere for our customers. My
colleagues and I often collaborated to provide the best possible
service, which led to satisfied customers and repeat business.
My time at Decathlon was a valuable learning experience for me,
where I gained a wealth of knowledge about the sports industry and
the products sold in the store. The ongoing training and support
provided by the management team ensured that I was equipped with
the skills and knowledge required to excel in my role.One of the most
enjoyable aspects of working at Decathlon was the team atmosphere.
My coworkers were friendly and supportive, and we often
collaborated to provide the best service possible to our customers.
Overall, working at Decathlon was a fulfilling experience for me,
where I learned a lot and gained valuable skills. The team culture,
customer service, and the broad range of products offered at the
store were the highlights of my tenure there. My time at Decathlon
was a valuable learning experience, both in terms of customer service
and product knowledge. It was an excellent opportunity to work with
a great team and contribute to the success of a leading sports
retailer.

 My role in decathlon

My role included Providing excellent customer service, like

responsible for greeting customers, answering their
questions, and helping them find the products they need. I
need to have a good understanding of the products that
Decathlon sells, including their features, benefits, and
usage. I should be able to answer customer questions and
provide recommendations based on the customer's needs.
Restocking shelves, organizing products, and ensuring that
the store is visually appealing to customers. Moreover I also
had to look after the teamsports that includes
Running,walking,basketball,football and cricket.
I was also responsible for processing customer transactions
at the cash register. This includes handling cash, credit
cards, and other forms of payment, as well as providing
receipts and change to customers.
overall the main focus of decathlon was providing excellent
customer service, maintaining product knowledge, keeping
the store look its best, and processing transactions
efficiently and accurately.

 INTRODUCTION
From the 26 August to 26 November I was doing internship
to gain experience for my field of study in
Decathlon.During those 3 months ,I worked as in sales and
customer data collection.
The enriched internship experience enables me to foster my
hard skills such as better understanding of accounting,
logistics and production flows existing inDecathlon to
enhance my working performance. It also significantly
improved my soft skill such as teamwork, management and
communication skills by integrating myself into the team
and communicating both internally and externally.
Decathlon Sports was founded in 1976 in France.
Decathlon aim to make the pleasure and benefit of sports
accessible to everyone across the globe and we do that by
providing world-class products both for enthusiastic
beginners as well as passionate professionals at extremely
affordable prices. In India, it is our aim to do our best to
help Indians play more by paying less for their sports
equipment. It is our commitment to attract and nurture
talent to create growth opportunities in-sync with our
progress in India. Decathlon Sports has been present in
India for more than 10 years and our first cash and carry
flagship store was set up in May 2009 at Sarjapur in
Bangalore. As of September 15th, 2022, we are at 104
stores spread across India with further expansion plans.

 ABOUT THE COMPANY

Decathlon is a multinational sports equipment and apparel

retailer that was founded in France in 1976. The company
designs and sells a wide range of products for more than
80 sports, including cycling, running, swimming, and team
sports. Decathlon operates in more than 60 countries,
with over 1,600 stores worldwide, making it one of the
largest sporting goods retailers in the world. The company
is known for its commitment to innovation and
sustainability, and its mission is to make sports
accessible to everyone by offering high-quality,
affordable products. Decathlon also offers internships
and career opportunities for students and graduates in
various departments, providing them with the necessary
skills and knowledge for their future careers.

 EXPERENCING DECATHLON
Decathlon India in its Sustainable Development
Department offers Internship Program where students from
reputed universities perform as sports leader in the store
and get to practice the various managerial concepts which
are been taught to them in their studies. As an Intern in
decathlon, the company fortunate us that at the very
beginning of our career where we will work with omni
sport leader . It is really a great opportunity to learn, to
show our courage and to work with experts. Working
among the motivated sports people makes the workplace
Fun and energetic, it is stressful on the weekend but
that's just part of working in retail where we interact with
different customers which helps us in knowing the market
demand and especially the consumer behavior of possible
customers as well as opinion leaders which are been
created by the company by making them the regular user
of their products. Employees at the workplace are free to
do what they like inside the store as long as they are
doing their jobs as well all the employees were like
family. If an individual is a sports enthusiast decathlon is
the best place to work. If the corporate readiness is there
and one is willing to be a part of success journey then
doing internship with decathlon is the best possible option
with the students.
 PRODUCTS

As for Decathlon, it provides several services from sports

equipment retailing varying from the products to
beginners to the ones for the professional athletes with
fairly high quality and affordable price. On top of that,
Decathlon conducts the business such as product design,
and logistics. For product design, Decathlon sells its
passion brands products, such as Quechua and Kalenji , in
its stores and they are designed by DMI, a design center
of Decathlon. Besides the product design, Decathlon also
has its own logistics centers which has centralized
management models such as placing orders based on the
volume of each retailing stores and products management.,

 PRODUCT LINES
Decathlon offers a wide range of products across different
categories to meet the needs of sports enthusiasts at every level.
Here is a brief description of Decathlon's different product lines:

1. Sports equipment: Decathlon offers a wide range of sports

equipment for various sports such as cycling, hiking, camping,
skiing, snowboarding, water sports, team sports, and individual
sports. Some examples of sports equipment include bikes, tents,
sleeping bags, skis, snowboards, paddle boards, basketballs,
and tennis rackets.
2. Apparel: Decathlon's apparel line includes clothing for men,
women, and children, designed for different sports and
activities such as running, hiking, yoga, and fitness. The
apparel range includes t-shirts, shorts, pants, jackets, hoodies,
and base layers.
3. Footwear: Decathlon offers footwear for different sports and
activities, including running shoes, hiking boots, cycling shoes,
and sneakers. The footwear range is designed for comfort,
durability, and performance.
4. Accessories: Decathlon's accessories line includes a wide range
of products such as sports bags, backpacks, fitness trackers,
water bottles, goggles, helmets, and protective gear. These
accessories are designed to enhance the overall sports
experience and offer convenience and safety.
Each of Decathlon's product lines is designed with a focus on
quality, affordability, and performance. The company is
committed to making sports accessible to everyone, and their
diverse product range reflects this goal.

 COMPANY PROFILE
Decathlon is one among the world's largest sporting
goods retailers.Decathlon begun with a store in Lille,
France in 1976, established by Michel Leclercq. It begun
to extend abroad 10 years after the fact, to Germany in
1986, Spain in 1992, Italy in 1998, Portugal, the United
Kingdom in 1999, China in 2003, India in 2009, Malaysia
in 2016 and Southeast Asia in 2012. Today, there are more
than 1100 stores in 38 nations. The organization utilizes
more than 78,000 staff from 80 distinct nationalities
among the world.

The retailer stocks an extensive variety of donning

merchandise, from tennis rackets to cutting edge
scuba jumping hardware, as a rule in substantial
superstores which are estimated at a normal of
4,000m². Decathlon Group likewise possesses 20 brands,
with innovative work offices all over France to build
up the most recent inventive plans, enlisting up to
40 licenses for each year. Each mark speaks to an
alternate game or gathering of games, with a
committed item improvement and configuration group.

There are thousand plus stores which are located globally,

in the following countries with more than 50+ stores in
India. Online conveyance has been presented in Belgium,
France, Netherlands, United Kingdom, Germany, Turkey,
India, Japan, Italy, Singapore, Spain, Brazil,
Portugal, Romania, Ireland, Mexico, Australia, and as of
late, Vietnam.
 In India, Decathlon items can be purchased
specifically through their stores consequent to
change in India's FDI approach and endorsement for
Decathlon in February 2013. Furthermore, Decathlon
items are additionally accessible online through their
online click and collect service as well as online order.

A unique feature of the retail chain is that it designs and

manufactures sports equipment under its own brands, which
number over a dozen. More than half the products are made in
India, which is important to keep prices low. The prices vary
with the range from products for beginners and going up to the
professional level.

 VISION
Make the pleasure and benefits of sports accessible
to all."Decathlon, a system of creative retail chain
and brands giving delight to all games individuals.
At Decathlon, 70,000 of us experience our basic
Purpose once a day: "to make the delight and
advantages of game available to all". In each nation
where we are available, we share a solid and
remarkable organisation culture, strengthened by our
two esteems: Vitality and Responsibility. At
Decathlon, we put advancement at the heart of our
exercises: from research to retail, including outline,
generation and coordination. Our twenty Passion
Brand groups direct all their vitality into creating
specialised, gorgeous and straightforward items,
dependably at the most reduced conceivable costs.
These items are gone for all games devotees, from
apprentices to specialists, and are sold solely at
Decathlon.

RESPONSIBILITY

Being responsible is about making decisions and

making sure they are acted upon. Our employees are
fully responsible for their decisions, both in terms of
their team and their customers. Responsibility is also
about anticipating the challenges facing society and
orienting our actions towards sustainable development.
And it is also our responsibility to guarantee the
safety of our customers and employees all over the
world.
 FACTS ABOUT DECATHLON
FACTS ABOUT DECATHLON

There have few brands which have come up all around and
increased present expectations of games and wellness
industry. We see demonstrate organizations like Nike,
Puma and so on coming up on a worldwide level and
advancing sportsmanship more than their item.

There is one brand which has remained in all parts of

games and wellness. Yes, we are discussing the unrivaled
Decathlon. It is one of the world's biggest donning
products retailers. It begun with a store in Lille, France
in 1976, established by Michel Leclercq.

When we discuss India, they have assumed a noteworthy

part in developing the way individuals take a gander at
games and wellness industry. Beginning from their client
administration to their play field to every single item is
no not as much as extraordinary.

This is a tribute from our end to the ones who have

assumed a noteworthy part in Indian games and wellness.

What users love about Decathlon -

Will discover nearly everything identified with games and
wellness.
Big space for anyone to try out any equipment.
Extraordinarily learned representatives –can even be
ref of any games!
 Brilliant sports ground facility.
They are not just selling they are good sportsmen as
well.
Brilliant event organization.
Amazing customer experience is the only thing they
believe in.
Mantra is to build a community around sports and
fitness.
Best place children to be away from typical video
games and PC
Best clothing product to make you look just awesome
even while playing
 MISSION STATEMENT

In terms of Decathlon, the mission is divided into

several perspectives:
Enlighten
–
identify the opportunities and risks and challenge
ourselves to take initiatives to make the company
batter integrate itself into the global market.
Connect
–
the company assembles sport-lovers and passionate
people who share the common values and interest. By
connecting them, the company will continue to
prosper.

Empower
–
the company will continue to involve the employees
more into the activities, by training them and making
them more independent and strengthening their
passions in order to come up with the better ideas and
projects.

Manage the performance

–
the company will make the most of the KPI report and
analyze the performance and adjust its orientation.

In terms of Desipro, as a financial service entity of

Decathlon, it aims at promoting its GFS service,
namely, global financial service. Therefore, it has
several missions to be taken in the near future.

 Standardise the process for invoicing, activities and

accounting and ensure the figures integrity and manage
the useful data in order to provide users effectively and
timely when necessary.

Delegate and distribute the responsibilities and tasks to

the local teams of each DPP(Departure production
place).

Share the effective and efficient manners from certain

local project with other local teams from other DPPs in
order to help other teams develop skills to increase the
working performance.

Invest actively in advanced tools and complete the

digital transformation

 COMPANY OBJECTIVES
As for Decathlon, the object to in still more creativity into
the products with cheaper price than the competitors and
capture bigger market share by attracting larger number of
sport users.As for Desipro, the objectives are to reach these
following goals: centralization, automation,standardization
and digitalization.

Centralization: this objective refers to centralization of

the decisions in one entity which is Desipro and other DPP
which are controlled by Desipro follow the decision in
order to avoid the confusion and misunderstanding.

Automation: Desipro aims to reach high percentage of the

automation. Therefore, Desipro has been dedicating to
developing new tool called RPA, a robot which helps to
replace large quantity of the repetitive and simple work
such as invoice matching.The ultimate goal for this robot
is to economize the labor budget and save time.

Standardization: this objective refers to the

standardization of operating process.

Digitalization: Desipro aims to create a platform in order

to provide the convenienceto internal partners and
external suppliers. For example, GEX, a tool that
PL(production leader) can create an application to obtain
the approval of paying thesuppliers. GT Nexus, a tool both
corresponding team from Decathlon and externalsuppliers
can fill the information of containers such as data, time of
actual arrival etc.on this platform, and the accounting
team can book the invoices and look up for theBL number
etc

 ORGANIZATION OF DSI
DSI has its headquarters in Bangalore, Karnataka. The
India region is subdivided into three major zones

the north zone, west zone and south zone. These are
further subdivided into regions like Delhi, Ahmedabad and
Chandigarh etc.

Further, it has 10 major verticals/departments:

Communication and design, Ecommerce OMNI,IT,
production, retail, construction, finance and accounts,
logistics, real estate and user happiness.

It has a flat organizational structure in its verticals with

the hierarchy going from
sport>store/warehouse/facility>region>zone

There is a lot of independence and autonomy that is

allowed to the teams at the lowest levels of organization
to carry out their responsibilities as they see fit. As a
result, while there may be certain suggested systems and
processes that the teams may follow, they may change them
slightly to suit their unique requirements. This is
reflected in the fact that the environment store is slightly
different as compared to others even in the same region
(such as DelhiNCR which has several stores).

 THE STORE TEAM

The store team is comprised oF sport leaders at the
entry level who are employees who have played a
particular sport and are knowledgeable about it. Sport
leaders are given the responsibility of maintaining the
section of layout under their charge. Their
responsibilities include maintaining the organisation of
their layouts according to the Decathlon philosophy of
SIBC Self Informed Best Choice and the CAT plan
provided by company as far as possible, interacting with
customers to guide their purchase decisions and improve
store experience and maintaining adequate stock of
merchandise to avoid stock outs at the store.
Accountability is brought in by monitoring profitability
of the sections and measuring shrinkage.

Sport Coaches oversee the functioning of several

different sections of the store and interact with their
respective sport leaders, giving them advice and guiding
them on ways to become better and more efficient and
also bring in accountability among sport leaders. They
also ensure that their s sections are adequately staffed
by hiring new employees and interns.Store Leader
oversee the overall functioning of the store by
interacting with the sport coaches and sport leaders.
They are responsible for the overall profitability of the
store. They also act as the link between the higher levels
of management and the store team to ensure proper
passage of information throughout the company.
CEO Of Decathlon Sports India

Jean-Francois Mace
 WAREHOUSE TEAM

The warehouse team is part of the logistics vertical. The

logistics vertical has three different facilities.
1.CAC, Bangalor
2.North CAR
3.South CAR
CAC serves as the mother warehouse to the two CARs. It
has 30 days of stock at all times and supplies both the
CARs.South CAR supplies 40-45 stores in the South Zone.
It has 7 days of stock at all times.

North CAR supplies 18 stores in the North Zone and has 7

days of stock at all times. Further, it can supply 80% of
the store orders by itself; the remaining 20% of the store
orders are fulfilled by South CAR through cross-
docking.The warehouse team is divided into four
departments: inbound team, outbound team, safety team
and the transport team. The hierarchy is similar to that of
stores; at the frontline are the warehouse leaders who fill
cartons and transport them to the loading bay for the
stores. A warehouse management system assists the
warehouse leaders to optimally fulfil orders for the stores
in the North Zone with least effort and time usage.
DHL looks after quality checking at the warehouses to
estimate the accuracy and performance of the warehouse
personnel.
 PRIVATE BRANDS
Decathlon has a range of private brands that offer high-
quality sports equipment, apparel, footwear, and
accessories at affordable prices.
Here are some of the private brands that Decathlon offers,
along with a brief explanation of how they differentiate
themselves from other brands:

Quechua: Quechua is Decathlon's mountain sports brand.

It offers a range of products designed for hikers and
campers, including tents, sleeping bags, backpacks, and
clothing. Quechua products are known for their
durability, weather resistance, and affordability.

Kalenji: Kalenji is Decathlon's running brand. It offers

a range of products designed for runners, including
shoes, clothing, and accessories. Kalenji products are
designed with a focus on comfort, performance, and
a f f o r d
a b i l i t y .

Domyos: Domyos is Decathlon's fitness brand. It offers

a range of products designed for fitness enthusiasts,
including clothing, accessories, and fitness equipment.
Domyos products are designed with a focus on comfort,
style, and functionality.

Tribord: Tribord is Decathlon's water sports brand. It

offers a range of products designed for water sports
enthusiasts, including surfboards, paddleboards,
wetsuits, and accessories. Tribord products are designed
with a focus on safety, performance, and affordability.

 Artengo: Artengo is Decathlon's racket sports brand. It

offers a range of products designed for racket sports
enthusiasts, including tennis rackets, badminton
rackets, and table tennis equipment. Artengo products
are designed with a focus on performance, precision,
and affordability.

These private brands differentiate themselves from other

brands by offering high-quality products at affordable
prices. Decathlon's private brands are designed in-house,
which allows the company to control the entire production
process and ensure that their products meet their high
standards. Additionally, Decathlon encourages customer
feedback, and their private brands are often the result of
collaborations with customers, allowing them to create
products that truly meet the needs of sports enthusiasts.

 SUSTAINABILITY INITIATIVES
Decathlon is committed to sustainability and has
implemented several initiatives to reduce its
environmental impact. Here are some examples of
Decathlon's commitment to sustainability:
1. Reducing waste: Decathlon has implemented several
initiatives to reduce waste in its stores and warehouses.
For example, the company has eliminated single-use
plastic bags and replaced them with reusable bags.
Decathlon also encourages customers to bring their own
reusable bags and offers recycling facilities in its
stores for used sports equipment.
2. Using eco-friendly materials: Decathlon is committed to
using eco-friendly materials in its products. For
example, the company has developed a range of
products made from recycled materials, such as
polyester made from recycled plastic bottles. Decathlon
also uses organic cotton and sustainable wood in some
of its products.
3. Promoting circular economy practices: Decathlon is
committed to promoting circular economy practices,
which involves designing products that can be reused or
recycled at the end of their life. For example,
Decathlon offers a range of repair services to extend
the life of its products. The company also partners with
organizations to collect and recycle used sports
equipment.

 4.Sustainable sourcing: Decathlon is committed to

sourcing its products in a sustainable way. The company
has implemented a program to trace the origin of the
materials used in its products, and it works with suppliers
to ensure that they meet the company's sustainability
standards.

5.Sustainable operations: Decathlon is committed to

reducing its environmental impact in its operations. The
company has implemented several initiatives to reduce
energy consumption and greenhouse gas emissions, such as
using renewable energy sources and implementing energy-
efficient lighting in its stores.

Overall, Decathlon is committed to sustainability and has

implemented several initiatives to reduce its
environmental impact. The company's focus on reducing
waste, using eco-friendly materials, promoting circular
economy practices, sustainable sourcing, and operations is
commendable and sets an example for other companies in
the sports industry.

 INNOVATION
Decathlon has a strong commitment to innovation and uses
several approaches to create new products and improve existing
ones.
One of the key ways Decathlon leverages innovation is through
its "Passion Brands" program, which allows customers to
provide feedback on new product designs.
Here's how Decathlon is using innovation to create new
products and improve existing ones:
1. Passion Brands Program: Decathlon's "Passion Brands"
program is a customer-led design program that allows sports
enthusiasts to share their ideas for new products or suggest
improvements for existing products. Customers can submit
their ideas through the company's website or in-store kiosks,
and Decathlon's design team reviews and evaluates the
submissions. The program has resulted in several successful
product launches, including the Quechua 2-Second Pop-Up
Tent and the Kalenji Kiprun trail running shoe.
2. Collaborative design: Decathlon collaborates with customers,
athletes, and experts to design new products. The company's
design team works closely with athletes to understand their
needs and challenges and uses that information to develop
new products. Decathlon also works with customers to test
and refine new products before they are released to the
market.
3. Digital innovation: Decathlon is using digital technologies
to create new products and improve the customer experience.
For example, the company has developed smart sensors that
can be attached to sports equipment to provide real-time
data on performance. Decathlon is also using augmented
reality to allow customers to try on products virtually before
making a purchase.

4.Sustainable innovation: Decathlon is using innovative

technologies to create sustainable products. For
example, the company has developed a range of products
made from recycled materials, such as polyester made
from recycled plastic bottles. Decathlon is also using
biodegradable materials in some of its products, such as
running shoes made from natural materials.

Overall, Decathlon is using innovation to create new

products and improve existing ones. The company's
"Passion Brands" program, collaborative design
approach, digital innovation, and sustainable
innovation are examples of how the company is
leveraging innovation to meet the evolving needs of
sports enthusiasts.
 COMMUNITY INVOLVEMENT
Decathlon has a strong commitment to supporting
local communities and has implemented several
initiatives to promote sports participation and
support non-profit organisations. Here are some
examples of Decathlon's involvement in local
communities:

1. Supporting sports programs and events: Decathlon

supports sports programs and events by providing
sports equipment and apparel, sponsoring events, and
organising sports activities. For example, the company
sponsors several sports events, such as the Decathlon
Challenge, which is a multi-sport competition that
encourages sports participation among children and
adults.
2. Partnerships with non-profit organisations: Decathlon
partners with non-profit organisations to support
sports participation and promote physical activity.
For example, the company partners with Special
Olympics, a non-profit organisation that provides
sports training and competitions for people with
intellectual disabilities. Decathlon also partners with
local sports clubs and organisations to provide
equipment and support for their programs.
3. Community outreach: Decathlon engages in community
outreach by organising sports activities and events
that are open to the public. For example, the company
organises "Decathlon Days" where customers can try
out new sports equipment and participate in sports
activities. Decathlon also offers free sports training
and coaching sessions to encourage sports
participation.

 4.Employee volunteering: Decathlon encourages its

employees to volunteer in their local communities and
supports their volunteering efforts. The company has a
volunteer program that allows employees to take time off
work to volunteer for non-profit organizations and
community initiatives.

Overall, Decathlon's involvement in local communities is

an important part of the company's mission to promote
sports participation and physical activity. The company's
support of sports programs and events, partnerships with
non-profit organizations, community outreach, and
employee volunteering initiatives are examples of how
Decathlon is committed to making a positive impact in
local communities.

 DECATHLON'S GLOBAL PRESENCE

Decathlon is a global company with a strong physical

presence in several countries and a growing e-commerce
operation. Here's an overview of Decathlon's global reach:

Physical Presence: Decathlon operates more than 1,600

stores in over 60 countries, making it one of the largest
sporting goods retailers in the world. The company's
physical presence is strongest in Europe, where it has a
significant market share in countries like France, Spain,
and Italy. Decathlon also has a strong presence in Asia,
with stores in countries like China, India, and Japan. In
addition, Decathlon has expanded its presence in North
America and South America in recent years, with stores in
countries like Canada, Mexico, Brazil, and Chile.
.
E-commerce Operations: Decathlon has a growing e-
commerce operation that allows customers to shop online
and have their purchases delivered to their homes. The
company's e-commerce platform is available in over 50
countries, and it is a significant part of Decathlon's
overall business. In 2020, Decathlon reported that its e-
commerce sales had grown by more than 50% compared to
the previous year, reflecting the increasing importance of
online shopping for sporting goods.

 Overall, Decathlon's global reach is a key factor in the

company's success. The company's physical presence in
multiple countries allows it to serve customers in local
markets and adapt to local trends and preferences. At the
same time, Decathlon's e-commerce operations allow it to
reach customers who prefer to shop online or who live in
areas where Decathlon does not have a physical presence.
By combining its physical and online operations,
Decathlon has created a powerful global brand that is
recognized for its high-quality products and commitment
to customer satisfaction.
 CUSTOMER SERVICE
Decathlon has built a reputation for excellent customer
service by providing a wide range of services and support
options to help customers find the right products, answer
their questions, and provide assistance after the sale. In this
section, we'll explore some of the ways that Decathlon
provides excellent customer service, including its return
policies, online support, and in-store services.

Return Policies: Decathlon offers a generous return policy

that allows customers to return products for any reason
within 90 days of purchase, provided that the products are in
new condition and in their original packaging. This policy
gives customers the confidence to try out products and return
them if they're not satisfied, without the hassle of strict
return policies that some retailers have in place. Decathlon
also offers free returns through its online platform, making
it easy for customers to return products without incurring
any additional costs.

Online Support: Decathlon offers a range of online support

options to help customers find the right products, answer
their questions, and provide assistance after the sale. The
company's website includes detailed product descriptions and
specifications, as well as user reviews and ratings, to help
customers make informed purchasing decisions. Decathlon
also offers a chatbot feature on its website, which can
answer common questions and provide support to customers
in real-time. In addition, Decathlon has a customer service
team that can be contacted by phone or email, providing
personalized support to customers who need additional
assistance.

 In-Store Services: Decathlon's physical stores offer a range

of services to help customers find the right products, try
them out, and get expert advice from knowledgeable staff.
The company's stores are designed to be interactive and
engaging, with displays that encourage customers to try out
products and explore different sports and activities.
Decathlon also offers in-store services like equipment
rentals, bike repairs, and custom fittings for products like
running shoes and ski boots. In addition, Decathlon's stores
offer expert advice and guidance from staff who are
passionate about sports and can provide personalized
recommendations to customers based on their needs and
preferences.

Customer Feedback: Decathlon places a strong emphasis on

customer feedback, using it to improve its products, services,
and overall customer experience. The company's "Passion
Brands" program allows customers to provide feedback on
new product designs, helping Decathlon to create products
that meet the specific needs and preferences of its customers.
Decathlon also regularly solicits feedback from customers
through surveys and other channels, using it to identify areas
for improvement and to ensure that its products and services
are meeting the needs of its customers.

Decathlon provides excellent customer service by offering a

wide range of services and support options that help
customers find the right products, answer their questions,
and provide assistance after the sale. The company's
generous return policy, online support options, in-store
services, and focus on customer feedback are all examples of
how Decathlon is committed to providing an exceptional
customer experience that sets it apart from its competitor.
 COMPETITIVE LANDSCAPE
Decathlon is a leading global retailer of sports equipment
and apparel, with a wide range of products for a variety
of sports and activities. In the highly competitive sports
industry, Decathlon faces competition from a variety of
big retailers and niche brands that offer similar products
and services. In this analysis, we'll explore Decathlon's
competition in the sports equipment and apparel industry,
including the key players and their strengths and
weaknesses.
Big Retailers: Big retailers are some of Decathlon's main
competitors in the sports equipment and apparel industry.
These retailers offer a wide range of products for a
variety of sports and activities, and they often have a
strong brand presence and marketing budget. Some of the
key big retailers in the industry include:
1. Nike: Nike is a global leader in athletic footwear and
apparel, with a strong brand presence and marketing
budget. The company offers a wide range of products
for a variety of sports and activities, including
running, basketball, football, and more. Nike has a
strong focus on innovation and design, with a range of
proprietary technologies and materials that set its
products apart from the competition.
Strengths:
Strong brand presence and marketing budget
Innovative product designs and proprietary
technologies
Wide range of products for a variety of sports and
activities

 Weaknesses:
Premium pricing may be a deterrent for some customers
Limited focus on sustainability compared to some
competitors
Limited range of products compared to some competitors

2. Adidas: Adidas is a global leader in athletic footwear and

apparel, with a strong focus on sustainability and social
responsibility. The company offers a wide range of products
for a variety of sports and activities, including running,
football, and more. Adidas has a strong focus on innovation
and design, with a range of proprietary technologies and
materials that set its products apart from the competition.

Strengths:
Strong focus on sustainability and social responsibility
Innovative product designs and proprietary technologies
Wide range of products for a variety of sports and
activities

Weaknesses:
Premium pricing may be a deterrent for some customers
Limited range of products compared to some competitors
Limited brand presence compared to some competitors

3. Under Armour: Under Armour is a leading sports apparel

brand that offers a wide range of products for a variety of
sports and activities.The company has a strong focus on
performance and innovation, with a range of proprietary
technologies and materials that set its products apart from
the competition. Under Armour also has a strong brand
presence and marketing budget, which has helped to drive its
growth in the industry.

 Strengths:
Strong focus on performance and innovation
Innovative product designs and proprietary technologies
Wide range of products for a variety of sports and
activities
Weaknesses:
Limited focus on sustainability compared to some
competitors
Premium pricing may be a deterrent for some customers
Limited range of products compared to some competitors

 FUTURE OUTLOOK
Decathlon has been successful in expanding its global
reach and offering a wide range of sports equipment,
apparel, and accessories. The company has also made
significant strides in improving its sustainability practices
and customer service. In order to continue its growth and
success in the future, Decathlon has outlined several plans
and strategies, including:
1. Expanding into new markets: Decathlon is currently
present in over 70 countries, but the company has plans
to expand its reach even further. The company is
looking to enter new markets such as India, where it
plans to open stores in multiple cities. Decathlon is
also exploring opportunities in Africa, where it believes
there is significant potential for growth.
2. Launching new products: Decathlon has a strong focus
on innovation and product development. The company
plans to continue launching new products and improving
its existing product lines. One example of this is the
"Passion Brands" program, which allows customers to
provide feedback on new product designs. This program
helps Decathlon to create products that better meet the
needs and preferences of its customers.
3. Improving sustainability practices: Decathlon has made
significant strides in improving its sustainability
practices, but the company plans to do even more in the
future. The company is committed to using more eco-
friendly materials, reducing waste, and promoting
circular economy practices. Decathlon also plans to
expand its range of sustainable products and educate its
customers on how they can reduce their environmental
impact.
1. Enhancing digital capabilities: Decathlon is also
focused on enhancing its digital capabilities in order to
better serve its customers. The company plans to invest
in e-commerce and improve its online shopping
experience. Decathlon is also exploring the use of
digital technologies such as artificial intelligence and
augmented reality to enhance the customer experience
in its physical stores.
2. Emphasizing community involvement: Decathlon has a
strong focus on community involvement and plans to
continue supporting sports programs and events in local
communities. The company also plans to partner with
non-profit organizations to promote sports and
physical activity as a means of improving health and
well-being.
Overall, Decathlon's future plans and strategies reflect
the company's commitment to innovation, sustainability,
customer service, and community involvement. By
continuing to expand its reach, launch new products,
improve sustainability practices, enhance digital
capabilities, and emphasize community involvement,
Decathlon is well-positioned for continued growth and
success in the sports equipment and apparel industry.

 CONCLUSION
Working at Decathlon can be a valuable and
enriching experience for interns and employees alike.
With its focus on promoting sports and physical
activity, Decathlon creates a positive and inclusive
work environment that fosters personal and
professional growth. I had the opportunity to work
on challenging projects and learn from experienced
professionals, while also contributing to the
company's goals and mission.
Throughout the internship, I gained a valuable skills
and knowledge about the retail industry, supply chain
management, and customer service. The company's
culture of innovation and constant improvement
encourages to think creatively and find new solutions
to existing problems. At Decathlon, I also
experienced how teamwork, collaboration, and
communication skills works ,which are a key factor
for success in any organization.
Overall, working at Decathlon provided me with a
unique and rewarding experience that can help
prepare me for future careers in various industries.
The company's focus on promoting sports and
physical activity makes it a great place for people
who are passionate about health and wellness, and
the opportunities for growth and learning make it a
great place for anyone looking to build a successful
career.