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Croc’s Competitive Profile Matrix (CPM)CrocsDeckers OutdoorNikeCritical Success Factors WeightRatingScoreRating Score RatingScore Advertising0.0920.1810.0940.36Market Share 0.0830.2420.1630.24Innovation0.0840.3220.1630.24Store Locations0.0720.1420.1440.28R&D0.0930.2730.2730.27Global Presence0.0930.2720.1840.36Financial Position0.0830.2430.2440.32Customer Loyalty0.0740.2830.2130.21Product Range0.0630.1820.1220.12Product Quality0.1140.4430.3330.33Brand Name / Image0.1030.3030.3030.30Price Competitiveness0.0830.2430.2430.24Totals1.003.102.443.27The competitive profile matrix (CPM) identifies a firm’s major competitors and its particular strengths and weaknesses in relation to a sample firm’s strategic position. (David, F. R., & David, F. R 2015, p. 79). The global casual footwear and apparel industry is highly competitive. Although Croc’s does not compete directly with any single company with respect to the entire spectrum of their products, portions of their business compete with companies such as, but not limited to, Nike Inc., and., Deckers Outdoor Corp., Sketchers USA Inc. and WolverineWorld Wide, Inc. Their retail locations also compete with footwear retailers such as Macy's Inc.,Nordstrom Inc., Dicks Sporting Goods Inc., and Collective Brands Inc. We decided to choose the two closest competitors which is Deckers and Nike. Crocs scored 3.10 compared to 2.44 for the Deckers Outdoor Company, and Nike who scored a 3.27 and held a slight competitive
GROUP CASE ANALYSIS 115advantage over both companies. Nike holds a large advantage over Crocs and Deckers overall with revenues in the $50 billion range versus $1 billion. When comparing these companies, onlythis segment of the business was reviewed. Among the competitors which are Nike and Deckers, Crocs is the youngest company but yet they already close the gap between them in terms of weighted average score. Even though Crocs still at the middle compared to the competitors, but the amount is not much different as it shown on the table above. In order to beat the competitors, Crocs must have several things to improve such as marketing and advertising, and the design of the product. Among three of them, Crocs is less likely to do much advertising, they have to increase the marketing group and advertising in order to get people attention of what their product is all about. Lastly is about the design, they must follow what people like and follow the fashion that people more likely to use. Before Crocs does all of that, it is hard for them to beat the competitors.The principal elements of competition in this industry include brand awareness, product functionality, design, quality, pricing, marketing and distribution. Croc’s believe that their uniquefootwear designs, Croslite, and expanding product offering and distribution network position them well in the marketplace. However, some companies in the casual footwear and apparel industry have substantially greater brand awareness, financial, distribution, and marketing resources than we currently have. Furthermore, the unique designs and resulting success of