PESTLE and SWOT Analysis of Decathlon for Business Expansion

Unit 1- Business and Business
Environment — Task 2

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Conducting PESTLE analysis in order to identify the positive and negative impacts of external
factors and their influences on sports retail market including “traffic light chart” and
evaluating level of competition, funding activity, legal complexities and investment
opportunities available.................................................................................................................3
Conducting SWOT analysis in order to explore and explain the internal strengths and
weaknesses of Decathlon.............................................................................................................6
Critically analysing both the external and internal factors in order to determine whether
Decathlon should proceed their expansion plan. ........................................................................8
CONCLUSION................................................................................................................................9

INTRODUCTION
Business environment is the surrounding of the business and also the factors both internal and
external which affects the business of the organization. The operations of the business are
affected by the business environment as the changes in the business can influence the
organization which are influenced by the customers, competitors, stakeholders, suppliers,
industrial trends regulations and also other government activities which are social, economical
and technological in development. In this project the chosen organization is Decathlon is France
based sport organization which provides products of all kinds of sports. In this project. For the
analysation of the external factors of this organization this project will use contemporary
examples for the demonstration of both the positive and negative influence and impact of the
macro environment which effects the business operations. This project provides the
determination of the internal strengths and weaknesses of Decathlon and their interrelationship
has been discussed.
MAIN BODY
Conducting PESTLE analysis in order to identify the positive and negative impacts of external
factors and their influences on sports retail market including “traffic light chart” and
evaluating level of competition, funding activity, legal complexities and investment
opportunities available
PESTLE analysis is considered to be a tool to perform analysis of the macro environment of any
organization and bring out the positive and negative factors that affect its profitability. Therefore,
demonstrating pestle analysis to identify positive and negative impacts of external environment
on sports retail market with context to the chosen French sports retailer 'Decathlon'