7477 E. Dry Creek Pkwy.
Niwot, CO, 80503 United States
Feb 20, 2007
Dr. Miri Renert
Head of the English Department
The College of Management - Academic Studies (COMAS)
7 Yitzhak Rabin Blvd.
Rishon LeZion 7502501
RE: Crocs marketing mix and SWOT analysis
Dear Dr. Renert,
In response to your letter, here is information about Crocs marketing mix, SWOT analysis, challenges and an alternative strategy.
Our company currently targets multiple market segments ranging from boaters to gardeners to simply individuals wanting a comfortable pair of sandals. Crocs' initial foray into the market was an effort to provide a comfortable pair of nonslip boating shoes to a niche market. Today, Crocs targets an even wider swath of the market, so that there are crocs for women, men, kid, sports and everyone. Our customer will find its products to be comfortable on the beach, around the house, in the rain, in cold weather, off the road, for walks in town and even something that will look good in the office. These days, Crocs is planning to manufacture apparel products and among the other styles Crocs will debut this year, are women's strap sandals, women's flats, tennis shoes and men's and children's apparel incorporating Croslite or material like it. The new line, due in stores this fall, will feature little of the company's proprietary Croslite material, a water-resistant plastic resin that produces a shoe that is both comfortable and durable
Crocs footwear charges an average retail price of $30 per pair. While the standard clogs are sold for $30, the fashion models are expected to sell for $70 to $200.
The company, based in the Boulder suburb of Niwot, Colo., has established its manufacturing and distribution operations on every major continent and now sells its shoes in 18,000 retail locations world-wide.
To promote our sales, we signed licensing deals to decorate our shoes...