Conduct a situation analysis for Crocs.
I. Product Statement
Describe the company/organization
Provide a brief background of the organization
Describe charge you have for this marketing plan
Provide a brief overview of what issue you are studying, and how a marketing perspective can help address the issue.
II. Situation Analysis
NOTE: only include sections which are relevant to your charge. The relevance of each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
Industry forces that might impact success of any actions taken
ii. Competitor Analysis
Any organization or message which may prevent any actions taken from being successful
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
I. Consumer Behavior: Product Statement
Description of the company/organization
According to the company website "Crocs, Inc. is a world leader in innovative casual footwear for men, women and children. Croc offers several distinct shoe collections with more than 300 four-season footwear styles. All Crocs shoes feature Croslite material, a proprietary, revolutionary technology that gives each pair of shoes the soft, comfortable, lightweight and odor-resistant qualities that Crocs fans know and love" (Crocs.com)
A brief background of the organization
"Celebrating its 10th anniversary in 2012 Crocs fans "Get Crocs Inside" every pair of shoes, from the iconic clog to new sneakers, sandals, boots and heels. Since its inception in 2002, Crocs has sold more than 200 million pairs of shoes in more than 90 countries around the world. The brand celebrated reaching $1 billion in annual sales in 2011" (crocs.com)
Description of charge for this marketing plan
Brazil is a market that is intertwined with Miami, and thus the United States. Crocs company is an American corporation. The charge of the marketing plan is to open new young professional markets in Brazilian urban centers.
Brief overview of issue under study would be to test if young urban Brazilians accept the design of crocs as a shoe. It is a cross cultural dress question, and targeting and positioning of the crocs design are very much warranted.
Historically, Brazilians wear leather shoes with high heels for women. Crocs are designed mostly as flats and with a sense of utility and comfort over high end design. The target, segmentation and positioning here in this marketing campaign are critical. If Brazilian women can visualize themselves in a high couture and crocs, then a market segmentation strategy of glamour might help brand ...
The expert examines Crocs Company in Brazil for consumer behavior analysis.