What are Crocs’ core competencies?
Crocs’ competencies are supply chain management and small-retailer level marketing, just in time distribution. Crocs has used its core competencies to build a brand familiarity and popularity and to distribute new models and accessories in mid-season. Their supply chain management has helped the company to create a stronger maturity map for their products, and to extend the maturity map through marketing.
(Figrure 1. [write a brief description first]. Taken from the Crocs presentation) 2)
How could Crocs exploit their core competencies in the future? Consider the following alternatives: a.
Further vertical integration into materials
Growth by acquisition
Growth by product extension
In the future, Crocs could grow, both by acquisition and by product extension. For product extension, they should use the Japanese product development map what it is called don’t remember any more (this development tree map can be seen below). Focus on the IP (formula) and reuse it on other products [This is a fragment connect it to previous senetence or make it a sentence. I don't understand what do you want to say by it]. This should give them a good map and guidance what product markets they can enter and extend the markets that they can work on. Product extension could create a confusion for the brand if they let it stretch on all product groups but it could be a strength also as its different products could be easily differentiated from others and recognized for comfort. If the product start to be [Fragment. What do you want to say?]. As long the brand is not used on products that are far away from what could the original or in totally different product areas, e.g. crocs shoes and playground flooring, because these products are in two different areas as playground flooring is not associated with comfort [Please rewrite the sentence. I am not following]. Because of that they should not use the brand crocs on playground...
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