Essay about Value Chain at Crocs, Inc.

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The first impression one might have about Crocs' products are that they are basically plastic looking shoes that are comfortable and readily available. Customers familiar with this product boast, like on the company website, about "the company’s proprietary closed-cell resin, Croslite™, a technology that gives each pair of shoes the soft, comfortable, lightweight, non-marking and odor-resistant qualities"(Company.crocs.com, 2011). There are also various comments about how the material does not slip when exposed to water and of the popularity of the shoes since their "first sale in 2003"(Hoyt & Silverman, 2008, p.13). Over the last few years, the popularity of the shoes have dropped off and the purpose of this study is to present an…show more content…
It is extremely important to note that in order for the process to work, "all participants of the chain need to perform to maximize the total value added by the total chain"(Barber, 2008). Looking at several factors to include financials, product sales, but most importantly, the opinion of the customer purchasing the product, the value chain at Crocs, with the exception of a few years, appeared to be a good one. The company was indeed making money and their customers were happy. Research indicate that a "good value chain is one in which a sequence of participants work together as a team, each adding some component of value -- such as faster assembly, more accurate information, better customer response and service, and so forth -- to the overall process"(Robbins & Coulter, 2009, p.431). This is indeed what Snyder, the CEO, envisioned when he "decided to develop a model focused on customer needs - when a customer need more product, they would get it"(Hoyt & Silverman, 2008, p.5). To that extent, he may have exhausted that strategy and over-produced products and fell into the same pattern that he saw as a competitive advantage. What my value chain would incorporate and why The important point about customers' customer was not lost when trying to enact a successful value

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