This report should analyse the current brand perceptions of Portuguese consumers about the brand Decathlon, find strengths and weaknesses in the current positioning and give recommendations for Decathlon on how to improve their current situation in the market by building a stronger brand.
The Sportswear industry in Portugal in the year 2015: The economic downturn is over; Portuguese economy is recovering. This positive economic trend also influenced the sportswear industry, which grew by 2% to a total market volume of 775 m. EUR.
The clear industry leader with a market share of 24% is Nike Retail BV. Nike managed to build up a really strong brand in Portugal over the past years. One of the key success factors for the brand image has been using Cristiano Ronaldo, the sports idol of Portuguese people, as a brand ambassador. In the shadow of Nike, also the second force in the industry, Adidas managed to grow by 6% in 2015.
The prospects for the sportswear industry are optimistic. Nike and Adidas are expected to stay the most popular brands with their technological innovations, heavy marketing campaigns and focus on outstanding designs.
This report is neither about Nike nor about Adidas. It is about a brand that is quite different but at the same time a direct competitor of those brands: Decathlon. Decathlon is acting in two major areas: Sportswear and Sports equipment. Regarding its strategy, the size of the stores and the range of the product offer, Decathlon differs a lot from Nike and Adidas. But surprisingly, Nike and Adidas are seen as the main direct competitors of Decathlon by Portuguese consumers. In Portugal the brand is mostly perceived as a sportswear brand. The second big section, the sports equipment product offer, seems not to be a strong enough differentiator to position Decathlon in another direction.
Clearly, for Decathlon, with its different focus, it is hard to compete with the leading brands in their strong area of sportswear. The key could be in differentiating from these brands and focusing on different areas with more promising potential (e.g. use the growing popularity of outdoor activities).
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Market Environment
- Decathlon
- Main Competitors
- Nike
- Adidas
- Brand Exploratory
- Findings
- Conclusions and Recommendations
- Limitations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report analyzes Portuguese consumer perceptions of Decathlon, identifies strengths and weaknesses in its current positioning, and provides recommendations for improving its market standing by building a stronger brand. The study focuses on Decathlon's competitive landscape, particularly its relationship with major competitors like Nike and Adidas, and explores how Decathlon can differentiate itself in the Portuguese sportswear market.
- Decathlon's brand perception among Portuguese consumers
- Competitive analysis of Decathlon versus Nike and Adidas
- Decathlon's strengths and weaknesses in the Portuguese market
- Potential strategies for improving Decathlon's brand positioning
- Opportunities for Decathlon to differentiate itself from competitors
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This introductory section sets the stage by highlighting the growth of the Portuguese sportswear industry and the positive economic climate. It introduces Decathlon as a key player distinct from industry leaders Nike and Adidas, emphasizing the need to understand Decathlon's brand perception and devise strategies to enhance its market position. The chapter underscores the competitive challenge Decathlon faces and proposes the study's objective of analyzing brand perceptions and offering recommendations for improvement.
Market Environment: This chapter provides background information on Decathlon, tracing its origins and expansion, particularly its presence in Portugal. It details Decathlon's product offerings, encompassing its own brands alongside international brands, emphasizing its dual focus on sportswear and sports equipment. The chapter also highlights Decathlon's corporate values, including its commitment to affordability, sustainability, and community engagement, portraying a brand that prioritizes ethical practices and customer satisfaction.
Main Competitors: This section deeply analyzes Nike and Adidas, Decathlon's main competitors in Portugal. For Nike, the chapter highlights its strong brand image, successful marketing campaigns featuring Cristiano Ronaldo, and continuous product innovation. Similarly, it discusses Adidas's growth strategies, including sponsorships of major sporting events and its focus on product innovation and collaborations with celebrities. The comparison helps to contextualize Decathlon's position within the competitive landscape and identify key areas where it could differentiate itself.
Schlüsselwörter (Keywords)
Decathlon, Nike, Adidas, Brand Perception, Portuguese Market, Sportswear, Sports Equipment, Brand Positioning, Competitive Analysis, Market Strategy, Brand Image, Consumer Perception, Marketing, Product Innovation.
Decathlon Brand Analysis: Frequently Asked Questions
What is this report about?
This report analyzes Portuguese consumer perceptions of Decathlon, a major sportswear retailer. It aims to identify Decathlon's strengths and weaknesses in the Portuguese market and provide recommendations for improving its brand positioning and market share. The report compares Decathlon to its main competitors, Nike and Adidas.
What are the key objectives of this report?
The main objectives are to understand Decathlon's brand perception among Portuguese consumers, analyze its competitive landscape (particularly against Nike and Adidas), identify its strengths and weaknesses, and propose strategies to enhance its brand positioning and differentiation in the Portuguese market.
What key themes are explored in the report?
The report explores Decathlon's brand perception, competitive analysis with Nike and Adidas, Decathlon's strengths and weaknesses in Portugal, potential strategies for improving its brand positioning, and opportunities for differentiation.
What topics are covered in each chapter?
The Introduction sets the context, highlighting the Portuguese sportswear market and introducing Decathlon's unique position. The Market Environment chapter provides background on Decathlon, its products, and corporate values. The Main Competitors chapter analyzes Nike and Adidas, highlighting their strengths and strategies. The report also includes sections on brand exploratory, findings, conclusions and recommendations, and limitations.
What is the competitive landscape like for Decathlon in Portugal?
The report highlights Nike and Adidas as Decathlon's main competitors in Portugal. Nike's strong brand image and marketing, and Adidas's sponsorships and collaborations are analyzed to understand the competitive challenges Decathlon faces.
What are Decathlon's strengths and weaknesses according to the report?
The report identifies Decathlon's strengths and weaknesses, although the specifics are not detailed in this preview. The analysis considers Decathlon's brand perception, product offerings, pricing strategy, and overall market position relative to Nike and Adidas.
What kind of recommendations does the report offer?
The report offers recommendations for improving Decathlon's brand positioning and market share in Portugal. These recommendations are likely based on the findings of the brand perception analysis and competitive analysis.
What are the limitations of the report?
The limitations of the study are discussed in a dedicated chapter, though these are not detailed in this preview. These limitations might relate to the scope of the research, data collection methods, or other factors influencing the accuracy or generalizability of the findings.
What are the keywords associated with this report?
Key terms include: Decathlon, Nike, Adidas, Brand Perception, Portuguese Market, Sportswear, Sports Equipment, Brand Positioning, Competitive Analysis, Market Strategy, Brand Image, Consumer Perception, Marketing, and Product Innovation.
- Quote paper
- Benyi Heider (Author), Daniela Martins (Author), Ivana Cizmar (Author), Miguel Loures (Author), Rita Barakat (Author), 2016, Brand management. Measuring the brand equity of Decathlon in Portugal, Munich, GRIN Verlag, https://www.grin.com/document/354882
