Ivey Publishing
Decathlon China: Using Social Media to Penetrate the Internet Market
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Publication Date:
14 pages (8 pages of text)
Product Type:
Case (Field)
After successfully establishing more than 33 retail stores in large cities across China, Decathlon, a large French sporting goods manufacturer and retailer, planned to open its official online shopping website in China. The marketing department head of Decathlon China had experimented with several new social media platforms in China in order to increase the brand awareness among online shoppers. At the upcoming executive meeting, the marketing department head wanted 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.
Learning Objective:
  • To teach the importance of social media marketing (SMM) as part of the overall marketing mix.
  • To teach the challenges of SMM.
  • To highlight the different social media platforms and cultural norms between the East and the West.
  • To teach the challenges of developing an SMM strategy and of evaluating the effectiveness of SMM, including the use of basic metrics.
  • To teach students to use the creativity process to provide a business solution — in this case, to provide new ideas for a social media campaign.
This case is suitable for all levels of students — from undergraduate to MBA to executive MBA. Assignment questions are designed from the perspective of teaching this case to a business student audience and they can be adjusted to fit the needs of more technical students.
Marketing,  Information Systems,  International
Information, Media & Telecommunications
China, Medium, 2011
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (13 pages)
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