Crocs Marketing Plan

14993 Words Mar 22nd, 2013 60 Pages
CROCS STAYING AHEAD OF THE COMPETITION

Date of Publication: November 8th 2011

CROCS STAYING AHEAD OF THE COMPETITION

Marketing Plan

University of Applied Sciences – Amsterdam 2011 Page 1 of 50

CROCS STAYING AHEAD OF THE COMPETITION

1. Executive summary
Born in Boulder, Colorado as a simple, comfortable boat shoe, today Crocs footwear can be found across the globe. With distinct collections, Crocs offers colorful, lightweight comfort that lasts long and can be worn during all seasons in a year. All Crocs shoes are uniquely designed and manufactured using the Croslite technology. Each pair of Crocs has the soft, comfortable, nonmarking and odor-resistant qualities that Crocs wearers know and love. For a long time Crocs
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8 3.2.3 Social Cultural ......................................................................................................................... 9 3.2.4 Technological .......................................................................................................................... 9 3.2.5 Political/Legal ......................................................................................................................... 9 3.3 Customer Profile.......................................................................................................................... 10 3.4 Competitor analysis ..................................................................................................................... 13 3.3.1 Direct .................................................................................................................................... 13 3.3.2. Indirect ................................................................................................................................ 17 Conclusion ..................................................................................................................................... 18 3.5 Competitive Advantage & Challenges ......................................................................................... 19 4. Internal analysis
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