Published Online: July 07, 2025
Author Details
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Purpose: The purpose of this study is to implement a strategic planning process forthe Crocs footwear company and find out in which position the company is in the industry to find out the future strategic moves that might help Crocs achieve its goal of five billion dollars revenue by 2026. Design/Methodology/Approach:Strategy-formulation analytical frame work has been used to analyze the input, matching and decision stages. Competitive Profile Matrix (CPM), External Factor Evaluation Matrix (EFEM) and Internal Factor Evaluation Matrix (IFEM) have been used to find out new strategies. Our approach has been focused on Internal Factor Evaluation Matrix, SPACE Matrix, SWOT, Quantitative Strategic Planning Matrix (QSPM) and Projected Income Statement. The competitive environ ment has been criticized vis-à-vis opportunities for sustainable growth. Findings: After the implementation of strategic planning tools our recommendations are to go for market penetration and product extension, it should be done in a way that customization and apparel should be given importance behind brand development and celebrity endorsement. Research Limitations:Implementation of innovative strategies to counter the increasing competition in the industry may be undertaken as research work. Regiocentric or country-specific studies shall further broaden the vistas given emerging challenges. Managerial Implications: The findings of the study have important implications for making future strategies. Future researchers may conduct research work on market research regarding consumers’ tastes so that they can take maximum advantage of product customization, brand aware ness, brand image and other market penetration techniques. Originality/Value: Future researchers may further study the issues beyond the scope of this study.
Keywords
Strategic Planning, Footwear Industry, Crocs Inc., Competitive Analysis, Market Penetration.