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Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2011
Version: 2011-11-16
Length: 14 pages
Data source: Field research

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:
Size:
Medium
Other setting(s):
2011

About

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.

Settings

Location:
Size:
Medium
Other setting(s):
2011

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