ASSIGNMENT NO: 6

IFE MATRIX OF CROCS

Strengths Weights Ratings Weighted Score

Loyal customers 0.07 3 0.21
Copyrights for 0.05 3 0.15
Croslite
Positioned as 0.07 4 0.28
comfortable shoes
Eco-friendly 0.07 4 0.28
Linking the brand to 0.05 4 0.2
professionals
(Nurses)
Variety in styles and 0.07 4 0.28
designs
Vast distributional 0.06 4 0.24
channels
Many outlets in Asia 0.08 4 0.32
and USA
Increased in house 0.05 3 0.15
production
Weaknesses
Unattractive shoes 0.03 2 0.06
for some people
Lack of franchises 0.08 1 0.08
Lack of diversity in 0.05 2 0.1
the top management
Low marketing 0.07 2 0.14
Online stores are less 0.03 2 0.06
than other brands
Most of the revenue 0.06 1 0.06
is from footwear
(needs
diversification)
Only linked with 0.05 1 0.05
Nurses (needs to link
with more
professionals)
Profitability 0.06 1 0.06
Total 2.72
Recommendations:
 The weighted average score is just above average i.e. 2.72 which means that the
company is doing fairly well as compared to the competitors but if it works on its
weaknesses and tries to strengthen them then it may perform more better than the
competitor.
 Crocs should work on making more franchises in Europe and Australia as its presence is
needed in those markets.
 It should open more online stores as well because people prefer to buy shoes from
genuine online stores.
 It should link up with more professionals so that it shows a positive image of the brand
to the customers.