Crocs Company Analysis

Crocs, Incorporated
I. BACKGROUND
Crocs, Incorporated was founded by three Boulder, Colorado men looking to develop and market an innovative type of footwear. Crocs were originally intended as a boating/outdoor shoe, but by 2003 were regarded as an all-purpose shoe (Crocs Incorporated, 2007).   The shoes are made of proprietary closed-cell resin and are designed for men, women, and children. Today, Crocs are available all over the world and on the Internet as well. The shoes sell in 11,000 United States' shops, such as Nordstrom and specialty stores, and in 80 countries. Crocs gets most of its revenue from sales to customers younger than 18 years old and older than 30 (Hoovers North America, 2007).
II. STRATEGIC DIRECTION
A. Mission
There is no mission statement.
B. Goals/Objectives
increase in the number of retail stores selling our products
new product offerings
increased sales at retail locations owned by us and through our web stores,
and expansion of direct sales into new markets, including China, Brazil and India.
enhance and further develop production capacity and global infrastructure to

support the growth of the business and retail sales

further formalization of accounting standards and guidelines, improved segregation of duties, hiring additional competent accounting managers and staff, and improving information technology system controls
increase inventory positions primarily in core styles in order to meet anticipated demands for the nine months ending June†30, 2008 and, at the same time, make available production capacity for new product lines for delivery in the quarters ending December†31, 2007 and March†31, 2008
build brand awareness
expand into new footwear categories and expand accessory items that                           compliment the products.
C. Industry – Standard Industrial Classification or North American Industry Classification System
The primary Standard Industrial Classification is 3021: Rubber and... [continues]

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