SWOT OF DECATHLON
1- Strength
Decathlon has now become a brand designer that controls its own distribution. This is what differentiates him from other competitors. Even its lowest-price products are labelled as best price technical products. That’s why Decathlon is now world 5th larger producer of sports goods. Its business model is the integration of design/production/distribution/selling (vertical integration of value chain is completed and well synchronized). It is low-cost operator, but one that has always favoured product quality over selling at lower possible price. Loyalty is not generated through prices, but through client satisfaction. Decathlon is capitalizing on strong brand name awareness and its dominant distributors.
His significant strength is portfolio of brands segmented by sport (the choice of goods for 60 sports under the same roof, each brand focused on different sport, for example Quechua for mountain sports), remarkable computerized logistics that avoid stock brake-downs, by supplying store ones or twice a daily, young helpful and competent salespeople.
Other significant strength in their business model we consider that Decathlon offers 15 brands, called passion brands because they are each entrusted to a passionate manager who creates and carries them, on autonomous sites with genuine business plan and high degree of autonomy. In the store are salespeople also passionate. Their advantage is being autonomous, controlled only by the back office so their capability to react on market is for each one very high.

2- Weaknesses
One of the most important weaknesses of Decathlon is the logistic area because it doesn’t take care on the needed experience, for the realization of the importations to Mexico. In the other hand is important to say that this company is already knowledge about it but it isn’t able to solve it.
Other weakened that the