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Product Information

Crocs made a couple of acquisition from 2004 to 2007. Crocs’s first acquisition, Finproject , gave them ownership of the resin Croslite™ which was key to Crocs products. In 2006, companies competing in comfort footwear and protective gear Fury and EXO Italia was acquired to solidify Crocs position as a provider of comfort products. The Jibbitz and Ocean Minded acquisitions allowed Crocs to extend their product by making them more customizable and also enter into a new market segment that they were previously not in. Crocs could increase its competency by acquisitions into product lines that fit into Crocs image and could be placed in their current retail locations. In addition, Crocs would be susceptible to fashion changes and could diversify their risk by acquiring footwear companies that follow fashion trends. In general, Crocs should actively look out for acquisitions that allows them to reduce cost and increase flexibility in their supply chain, prevents future competition and diversifies its business risk away. Crocs should look into extending their products into markets that complements their goal of providing comfortable foot or body wear. By having products that fit into the company’s values and image, Crocs can easily integrate them in their current retail channels. At the time of the case, Crocs is has extended its products in beach ware, working professionals, diabetic patients and protective ware and they should continue doing so. Crocs could look into markets like sports, boating, outdoors etc which all have potential use for Croslite™. Due to its flexible supply chain, Crocs would have an advantage in markets with highly volatile demand. This would give them an advantage over traditional footwear makers and allow them to be profitable in such cases. With a close relationship with their retailers, Crocs is able to gain information on potential new products and would have no issue getting their extended product lines out on shelves.