個案總覽

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.

An entrepreneur is looking at opening a coffee shop franchise. She has investigated a number of options and has narrowed the selection down to two. She wants to have the coffee shop up and running in six months and must make a decision on which franchise is the best choice. This case deals with service management and looks at franchising as a growth option.