Case Name :      Decathlon China: Using Social Media to Penetrate the Internet Market

Authors :           Nicole R.D. Haggerty, Raymond Pirouz, Grace (ChunXia) Geng

Source :             Ivey Publishing

Case ID :            W11503

Discipline :        Marketing

Case Length :    14 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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 increase both online sales in the short term and market share in the long term.