Decathlon China: Using Social Media to Penetrate the Internet Market

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Case

Reference no. 9B11A043

Subject category: Marketing

Authors: Nicole Haggerty (Ivey Business School, Western University); Raymond Pirouz (Ivey Business School, Western University); Grace ChunXia Geng (Western University)

Published by: Ivey Publishing

Originally published in: 2011

Version: 2011-11-16

Length: 14 pages

Data source: Field research

Topics: China; Social media strategy; Retail marketing strategy; Emerging technology

Share a link: https://casecent.re/p/105711

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Abstract

After successfully establishing more than 33 retail stores in large cities across China, Decathlon, a large sporting goods manufacturer and retailer, planned to open its official online shopping website in China. The marketing department head of Decathlon China, has experimented with several new social media in China in order to increase the brand awareness among online shoppers. In the upcoming executive meeting, marketing department head would like to persuade the chief executive officer to dedicate more resources to social media to both increase online sales in the short term and market share in the long term.

Location:

China

Industry:

Information, media and telecommunications

Size:

Medium

Other setting(s):

2011