“Crocs, Inc. is a multinational Company that deals in the design, manufacture and sell of footwear men, women and children” (Crocs 1). The company was founded in 2002 and has since experienced tremendous growth due to effective management. Currently, the company’s main plants are located in nations like China, Mexico and Italy and sells products in excess of 125 nations. This paper highlights the company’s sustainable competitive advantages and the associated benefits.
Crocs, Inc. has several competitive advantages that allowed for quick transition from a local company into a multinational company. Some of these competencies are briefly discussed in the following paragraphs.
Crocs, Inc. uses a peculiar material referred to as croslite to manufacture all its shoe products. The material is long lasting, very light, affordable, and odor resistant; hence, produces a supremely comfortable end product (Parpis 3).
Furthermore, the material is of dual nature, and the footwear can be used on land and under water without compromising the quality of the product. In connection with that, the company was named Crocs after a close association with crocodiles. Despite the fact that replicating the material is hard, the company still owns the right to the material.
Despite stiff competition in the footwear industry, Crocs came up with simple, but effective innovations that make products maintain a competitive edge. “As such, the company designs and manufactures shoes that are simple, easy to clean, stylish, attractive and exist in several colors” (Crocs 1). Besides the simplicity, the products are comfortable to wear and serve their practical functions for the average consumer.
“The Company uses simple but effective marketing tactics such as word of mouth, newsletters, concerts, trade shows, sports events and several others to pass the message to potential customers” (Anderson 2). The company’s marketing team helps to identify the most appropriate places and methods of advertising their products. For example, the implementation of the “out-of-box vertical displays” was a highly innovative idea that helped the company to realize significant improvement in product sales.
Crocs, Inc. uses a unique supply chain network that accounts for increased responsiveness to customer requirements when compared to competitors (Lashley 1). Unlike their competitors, Crocs retailers are not bound to make large orders before the actual selling period because the company completes orders in relatively short time spans. As such, the company’s supply chain system enables it to produce and deliver products to markets before market competition intensifies (Anderson 2).
The core competencies of Crocs Company are sustainable and would enable the survival of the company against key competitors like Nike and Timberland. Firstly, the company’s unique material gives it an advantage that none of its competitors enjoys at the moment (Anderson 2). Additionally, by owning the rights to the durable, cheap and environmental friendly material, the company will be able to increase its market share for longer periods.
Furthermore, the company’s innovative approach to manufacture quality footwear products is a longtime advantage that is shown in the market trend. Innovative leaders, marketers, and employees, enable the culture of the company to be carried forward through several generations (Lashley 1). Lastly, effective marketing strategies and the use of VISC enables the company’s strong brand to be introduced into new markets all over the world before competing companies realize the opportunity.
The competencies allow room for sustainable competitive advantage when compared to other competing companies (Parpis 3). In the long run, Crocs will strengthen its brand name, improve customer loyalty, gain larger market share, improve sales, as well as, gain financial stability.
The current trend in globalization calls for multinational companies to develop the most sustainable competitive advantages, especially when entering new markets because this presents the ultimate survival tactics. Few companies, however, have successfully managed to develop and maintain sustainable competencies that would ensure market capitalization, as well as, profit maximization.
Crocs, Inc. is an example of a company that has established sustainable competitive advantages that would propel the company for several years. The core sustainable competencies for the company include; the use of invaluable croslite material, product innovation, effective marketing strategies, and the implementation of VISC.
Firstly, the use of croslite material as the key ingredient for the production of Crocs, Inc. products enables the company to establish a strong market position. From my own perspective, the use of croslite material imposes a stiff competition scenario because other companies do not have the same material.
Therefore, Crocs will receive market recognition and still benefit from the innovation. Lack of innovative ideas would result in a dead end where more innovative companies use an equivalent of the company’s invaluable material to make their products. However, the use of the material together with the innovative nature of the company ensures that success is carried along.
Secondly, the company is characterized by the use of effective marketing strategies that give an upper hand in reaching target markets. When companies use effective measures to govern their marketing strategies, appropriate marketing decisions are made at the right time; hence, success is inevitable. Crocs, Inc. has excellent leadership that enables the actualization of all the core competencies; thus, allowing for the realization of a sustainable competitiveness.
Anderson, Diane. “When Crocs Attack, an Ugly Shoe Tale.” Money.cnn.com. Money.cnn.com, 2006. Web 3 October 2011.
Crocs. “Overview: Corporate Profile.” Investors.crocs.com. Investors.crocs.com, 2011. Web 3 October 2011.
Lashley, Johnathan. “The Crocs Company: A Footware Fad.” Johnathan-lashley. suite101.com. Johnathan-lashley.suite101.com, 2010. Web 3 October 2011.
Parpis, Eleftheria. “Crocs Brand Finds Its Comfort Zone.” Allbusiness.com. Allbusiness.com, 2011. Web 3 October 2011.