Submitted by : Ankur Aggarwal
Decathlon Industrial Visit Report
Mishra
Anshul Gupta Anurag Dutt Arpit Panchal Ashish Ashutosh Binani Binani Avani Srivastava
INDUSTRIAL VISIT REPORT DECATHLON
GROUP MEMBERS Ankur Agarwal (15DM031) Anshul Gupta
(15DM033)
Anurag Dutt
(15DM034)
Arpt Pan!hal
(15DM035)
Ashsh Mshra
(15DM03")
Ashut#sh Bnan
(15DM03$)
A%an A%an Sr%ast%a
(15DM03&)
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A%ral A%ral Batra
(15DM040)
A'O*+EDGEME,
We would like to extend our sincere thanks and heartfelt gratitude to all those individuals who sacrifice sacrificed d their their time and energy energy to help us
succes successful sfully ly complete complete this endeav endeavour our..
Without their valuable guidance, inputs, help, cooperation & encouragement from time to time we would not have made sufficient headway in the project. We are specially specially grateful grateful to our teacher teachers, s, mentor mentorss and Lastl Lastly, y, we thank Almighty, our family and friends for their constant encouragement without which this project would not be possible. We extend our gratitude to Brla -nsttut. #/ Manag..nt ,.! ,.!hn#l#g hn#l#g for giving us this wonderful opportunity to learn by direct exposure to industrial environment by this excursion to Decathalon, angalore. Any ommision in this brief acknowledgement does not mean lack of gratitude. “It is not possible to prepare a project report without the assistance & encouragement of other people. This one is certainly no exception.”
,hank 2#u
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!"#$%#$ Acknowledgement................................... Acknowledgement............ .............................................. .............................................. .............................................. .............................' ......'
Abstract............................................... Abstract........................ .............................................. .............................................. .............................................. .................................( ..........(
)ntroduction...................................... )ntroduction............................................................. .............................................. .............................................. ....................................* .............*
!ompany +rofile........................................... +rofile.................................................................. .............................................. .............................................. ......................... ..
!onclusion.................................... !onclusion........................................................... .............................................. .............................................. ...........................................................-
eferences.................................................... eferences............................. .............................................. .............................................. .............................................. .........................
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ABS,RA',
)n order to reinforce the understanding of concepts and expand the hori/on of thinking, we first first year year studen students ts of irla irla )nstitu )nstitute te of 0anage 0anagemen mentt $echno echnolog logy y 1)0$% 1)0$%!23 !23 visited visited 4Decath 4Decathlon lon ports ports 1)ndia 1)ndia33 5imited 5imited6, 6, engal engaluru uru on '(th '(th 7ebrua 7ebruary ry '89. '89. $he $he excitem excitement ent pertaining to learning found its way while going round the bays of the organi/ation and discussing about the rationale of facilities, systems and processes laid over there. $he enior 0anager 0s. Annapurna as an effective facilitator, addressed the :ueries of students and satisfied their curiosity related to the locational locational aspects and operational operational challenges faced by the company company on cost, cost, :uality :uality and custom customer er retenti retention on fronts. fronts. We explored explored the range range of products of Decathlon and discussed in detail the marketing strategy, competitors and distribution channels for the same. We were highly in:uisitive while very happy with the learning at Decathlon and effective facilitation. $he visit proved to be an effective platform of experiential learning to us.
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DECATHALON COMPANY PROFILE
Decathlon is a French Sports euipment an! Sports"wear Sports"wear company foun!e! in #$%. #$%. 'e sell sports pro!ucts in more more than %() stores in (* countries countries aroun! the worl! worl! an! !e+elop our own pro!ucts un!er the flagship bran! “,xylane”.
D.!athl#n is one of the world;s largest sporting goods retailers. Decathlon started with a
store in 5ille, 7rance in 9-<, founded by 0ichel 5eclerc: . )t started to expand abroad a decad de cadee lat later er,, to =e =erm rman any y in 99-> >,, p pai ain n in 99--' -',, )t )taly aly in 99--> ->,, +o +ortu rtuga gall th thee ?n ?nite ited d @ingdom in 9---, !hina in '88, )ndia in '88- and outheast Asia in '89'. $oday, there are more than >*8 stores in '' countries. $he company employs more than 8,888 staff from >8 different nationalities. $he retailer stocks a wide range of sporting goods, from tennis rackets to advanced scuba divi di ving ng e: e:ui uipm pmen ent, t, us usua uall lly y in la larg rgee su supe pers rsto tore ress wh whic ich h ar aree si si/e /ed d at an av aver erag agee of (,888mB. Decathlon =roup also owns '8 brands, with research and development facilities all overr 7ra ove 7rance nce to dev develo elop p the late latest st inn innova ovativ tivee des design igns, s, reg registe isterin ring g up to (8 pat patent entss per year. %ach brand represents a different sport or group of sports, with a dedicated product development and design team. )n )ndia, Decathlon products can be bought directly through their the ir sto stores res sub subse: se:uen uentt to cha change nge in )nd )ndia; ia;ss 7D) pol policy icy and app approv roval al for Dec Decath athlon lon in 7ebruary '89. )n addition to this, Decathlon products are also available online through their online resellers.
OBJECTIVE AND SCOPE OF STUDY
This o!ecti"e and the the scope o# the the "isit to decathalon $as $as %|Page
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To To get an e&posure e&posure to practical practical en"iron'ent en"iron'ent o# the corporate corporate $orld
To To understand the the process o# supply chain 'anage'ent 'anage'ent o# decathalon decathalon and its $arehouse layout through interaction and oser"ation o# the 'ethods and e'ployee practices #ollo$ed at the ground le"el.
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'OMPA2 'OMPA2 PRO-+E PRO -+E *A, ,E2 DO
Decathlon sell a wide variety of sports products for almost all sports and have a rich product lineCup for various type of e:uipment. $hey have categori/ed their products into ' categories •
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lue +roducts of starting range which are cheaper and are focussed on catering amateur athletes. +rofessional !omparatively higher end products to cater the professional players.
About About <8E of the Decathlon products products in )ndia are imported. ome products products are exclusively delivered from certain countries only to maintain a strict :uality.
*O ARE ,E-R 'US,OMERS
$oday the purchasing power of )ndian population is increasing gradually and it is the middleC class section of the society which shows maximum characteristics and effects of such a growth. We have seen the boom of private taxi services, affordable hotel services and even apparel brands who carefully price their products in order to attract the new economically growing class. $he major societal section they cater to are the amateur athletes or sports lovers who either do not wish to or cannot afford to purchase high end sports products and e:uipment. $his has created a uni:ue niche market of sports enthusiasts between the cheap and expensive e:uipment.
*ORSPA'E SE,UP
$he decathlon warehouse had an open workspace wherein people sit in a hall working on the same table. $his kind of setup has following benefits •
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!ontinuous and easy interaction between employees helps develop a better interC personal skill. $his lack of immediate physical boundary enables the employees to exchange their ideas ince there are no boundaries among the workspaces it also saves a huge cost of 0aterial and cut down the movement time. )t also saves the cost of electricity as the area which needs cooling or lighting is undivided and compact. $hey $hey hold hold an inte intern rnal al comp competi etitio tion n for for each each work workin ing g bays bays where where the the grou group p of employees compete with each other on grounds of efficiency and cleanliness on their respective bays.
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D-S,R-BU,-O 'AE+
Decathl Decathlon on reaches reaches to their their custom customers ers throug through h two channe channelsCc lsCcomp ompany any owned owned stores stores and companyFs own website. $his helps the company in the following wa ys •
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ince decathlon follows reverse logistics, keeping this type of controlled distribution channel is essential in delivering the value to the customers. )t also cuts the cost of any middlemen and other overhead costs that comes with it.
PA'AG-G
$he company follows two type of packaging in its warehouse for storage tandard packaging $hese packages are of standard si/es and are exclusively designed on the basis of fixed dimensions which is prescribed by default depending on the type of products. Adding to this the company opted for standard rack si/es to fit these standard boxes which enabled the maximum utili/ation of space. #onCstandard packages ome products are big and bulky in nature whereas some have very arbitrary dimensions, such products are packed in nonCstandard boxes which may vary from product to product.
*AREOUSE *AREOUSE SE,UP
All the items in the warehouse are arranged on the basis of sports which allows easy access of all items as each and every rack is labelled with a uni:ue barcode number which gives a precise data of what is where. $he warehouse has three compartments and each compartment has various workspaces. •
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$he 9st compart compartmen mentt has all the loose pickings pickings and these these stored stored in the standard standard packages. ince these are the items which are loosely picked they have been thoughtful thoughtfully ly arranged at a human human reach level. Which means no forklifts are re:uired re:uired in this compartment. $he 'nd compartment has all the blue and professional range of products, these are also stored in the standard packages. $he rd compartment has all the nonCstandard packages and these are stored on high racks which re:uire the use of forklifts.
PRODU', +OAD-G
$he warehouse has a state of the art docking system wherein all the stores of decathlon has a dedicated bay which means only products going to a particular store will come to that bay which removes the possibility possibilit y of wrong delivery, in fact eradicates any confusion whatsoever.
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SAE,2
afe afety ty has has been been paid paid duly duly noti notice ce in the the wareh warehou ouse. se. $here $here are are sepa separat ratee walk walk ways ways all throughout the warehouse for easy movement of pedestrians so that do not hamper the work of other employees as well as it ensures that no employees accidentally come in unwanted contact of other heavy machines being operated in warehouse. $here are 9> exits in the warehouse which makes sure the employees have enough escape routes in case of any emergency as the warehouse hold a tendency to burn down in 98 minutes in case of a fire mishap. $o monitor how many people are present in the warehouse at given point of time they have a dedicated name tag counter where you activate your tag when you are in. $his type of monitoring helps in better planning in the warehouse .
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'O'+US-O )t was a very comprehensive and learning experience in a very compact session. All the various concepts that we observed being applied in the warehouse helped us connect our theore theoretica ticall knowle knowledge dge with with the practic practical al world; world;ss operati operations ons and compre comprehen hend d a better better understanding of it. $his excursion facilitated us the opportunity to interact with industry professionals who were actually responsible for making things happen. $his type of industrial excursion not only connect the practice with theory but also help think of newer more efficient ideas on how to deliver maximum value to its customer. Apart from this, this exposure shall play crucial while joining any such process in the future as it will act as a base ground to start with where every student have some knowledge about how things take place in actual scenario.
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