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Crocs Case Study
Crocs Case Study
Company Description
Footware company (Colorado, USA)
o Impressive rapid growth &
profitability
o Popular (customers & retail clients)
Product features:
o extremely comfortable
o odor resistant material (Croslite)
o funky, bright colored
o ventilation holes
Company Description
Product designs:
o Beach & Cayman (main, 62% sales)
o over 31 models
Other product lines:
o clothing & accessories, backpacks, Jibbitz
o shoes with conventional materials
Initial targeting:
o people who spend too much time standing
Success:
o innovative and highly flexible supply chain
Company Timeline
3 friends to sail
Crocs conception
Synder joins
Rapid expansion
2003
2002
Continuous growth
(Rev= $335 M)
IPO year
(Mkt. Cap.= more than $1 B)
2005
2004
Immediate success
Ronald Synder,
consultant
Rev= $1.2 M
2007
2006
Synder as CEO
Acquisition of Finproject
NA (Croslite formula)
Q1:
Mkt. Cap.= $2.7
B
Q1.Core Competencies
Highly flexible and responsive Supply Chain
The existing supply chain required that retailers to forecast
demand and anticipate orders of certain season (push System).
however, it leads to:
Overstate (unsold inventory and loss)
Understate ( loss of potential profit)
Crocs developed a revolutionary supply chain system that allowed
retailers to place smaller pre-books and to order within a season
(combination of push and pull system).
6
Large
retailers
Manufacturer
Crocs
Retailers
8
10
Compounding
Molding Assembling
Warehousing
US
ITA
CHN
CAN
EU
CAN
MEX
ITA
Distribution
Center
DEN
Retailers
Small
Large
FL
BRA
Company-owned
MEX
BHI
IND
Third-party/
Contract
11
Compounding
Molding Assembling
Warehousing
Distribution
Center
Retailers
US
ITA
CAN
CHN
CAN
DEN
Small
EU
CHN
MEX
MEX
ITA
FRA
Large
BRA
IND
THA
IND
FL
BRA
CHN
BHI
IND
IND
THA
JPN
OWN
Company-owned
Third-party/
Contract
12
13
16
17
THANK
YOU!
18