The, Inc, The World Leader Of Innovative Casual Footwear

1481 WordsJun 4, 20166 Pages
Crocs, INC is a world leader in innovative casual footwear. The key product differentiator that Croc’s offers is their use of “Croslite” material, a revolutionary technology that gives each pair of shoes the soft, comfortable, lightweight, non-marking, slip and odor-resistant qualities that Crocs consumers know and love. Founded by Scott Seamans, Lyndon "Duke" Hanson, and George Boedecker, Jr, Crocs was the product that resulted from a sailing trip in the Caribbean and their need for a shoe that wouldn’t slip on a wet boat deck. The shoes were an immediate success, and word of mouth quickly expanded their customer base of people who spent the majority of their day standing, such as doctors and gardeners. Croc’s was such a success that they went ahead with an aggressive worldwide launch campaign, early on in the company’s life. CEO, Ronald Snyder, explained: “The plan was, we’re going to launch the world in order to get a brand out that would be a sustainable brand with this funky looking, strange product. Other, larger shoe companies, or even larger apparel companies, could have knocked us off, and could have gone into Europe before we got there if they had infrastructure in Europe.” They needed to launch everywhere, almost simultaneously, in order to prevent potential threat, and create brand sustainability. 1. What are Croc’s core competencies? Croc’s has several core competencies that they use as a source of competitive advantage over their rivals. For instance,

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