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Crocs, Inc.: Managing Corporate Resources (Strategic Perspectives)

Author Details ( * ) denotes Corresponding author

1. Miranda Salo, MS in Management Candidate, Colorado State University Global, United States
2. James Ondracek, Professor, Minot State University, North Dakota, United States
3. * Mohammad Saeed, Former Professor, Minot State University, North Dakota, United States (
4. Andy Bertsch, Professor, Minot State University, North Dakota, United States

The role of the strategic management process in organizations is to produce the best strategic plan that an organization can adopt based on its individual qualities and market position to achieve a superior competitive position in the market. The purpose of this study is to evaluate how the strategic management process can be utilized by Crocs, Inc. (Crocs) to gain and maintain a long-run competitive position in the footwear industry. This analysis considers and applies the three stages of the strategic management process, strategy formulation, strategy implementation, and strategy evaluation, to Crocs, utilizing Crocs’ current company data and strategic position and applying strategic management process tools. Analysis results feature a recommended vision and mission statement for Crocs, the best strategies for Crocs to pursue, how Crocs can progress toward achieving such strategies (through certain policies, risk considerations, and financial projections), and how the company can successfully evaluate and adapt strategies if necessary. This analysis implies how Crocs may best utilize the strategic management process to achieve success as a company in the footwear industry.


Internal Factor Evaluation (IFE) matrix; External Factor Evaluation (EFE) matrix; Competitive Profile Matrix (CPM); SWOT; SPACE; QSPM

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