Mémoire-projet

Abstract

As a supplier for football clubs, understanding their purchasing behaviors and motivations is crucial. In this regard, this work aims to identify the different decision-making factors within Brussels football clubs. This exploratory study is structured into six parts: The work begins with a focus on the company Decathlon, well-known in the world of sports equipment retail, including an explanation of its history and the brands that make up the company. Next, we turn to the world of Brussels football with a focus on the various demographic and geographic data of the region, which helps us gain a clearer understanding. The following part consists of an analysis of the competition in the retail sector for football club equipment in Belgium. Then comes the theoretical part of the work with a literature review aimed at better understanding the concepts addressed throughout the study. The practical part follows, with an analysis of the different trends concerning the decision-making factors within Brussels football clubs, which helps us better understand the important points to focus on during prospecting, negotiation, and follow-up. Finally, based on these observations and trends, recommendations are proposed to develop Decathlon's client portfolio while understanding the best follow-up to provide.