Decathlon China: Using Social Media to Penetrate the Internet Market Harvard Case Solution & Analysis

Decathlon, a large sporting goods manufacturer and retailer, planned to open its official online shopping site in China, after successfully establishing more than 33 retail stores in big cities across China. To be able to boost the brand awareness among online shoppers, the marketing department head of Decathlon China, has experimented with several new social media in China.

In the upcoming executive meeting, promotion department head would like to convince the chief executive officer to dedicate more resources to social media to raise both online sales in the short term and market share in the long run.

PUBLICATION DATE: November 16, 2011 PRODUCT #: W11503-PDF-ENG

This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS

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Decathlon China: Using Social Media to Penetrate the Internet Market

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