Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Study on New Product Launch Strategy in Decathlon

Author ZhaoZuo
Tutor LiGuoFeng
School Harbin Institute of Technology
Course Business management
Keywords Decathlon new product launch pricing strategy consumers’psychological analysis Marketing Strategy
CLC F274
Type Master's thesis
Year 2008
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China has joined the WTO, which brought numerous opportunities and challenges at the same time. How to face the emerging market of new products? Decathlon’s practical case studies will undoubtedly set a classic example to Chinese companies who are willing to emerge in the market..The French company DECATHLON, sets design, production, circulation, and retailing of sports goods in one, large-scale sports franchise transnational enterprise. In early 2007, I went to Decathlon’s market sector, participated in a professional marketing team, and dedicated myself into an international project, in order to get first-hand experience in new product development. The six-month internship produced a keen interest in Marketing Strategy, which also brought the subject of this thesis.This article starts with management of new product development, which is based on some theoretical basis from abroad in new product launch; afterwards the article is followed by deeper studies in price and consumer behavior, which shows the main strategy in Decathlon, in the next part of the article, more dialectical analysis in Decathlon’s marketing strategy will be exposed. In the end, based on the construction of the mathematical model, this paper has also proposed a set of new product launch strategy.The lack of competitive strength of the brand; loopholes exposed in product development, channel construction and management…makes me to conclude in the article: to encourage innovation and technological development; focus on the role of product testing; focus on product promotion activities could improve the product process. I am expecting that Decathlon’s case could trigger domestic industry thinking in market strategies.

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