Download pdf
A Review on Sustainable Marketing Strategy for Crocs
- 1 Henan Experimental High School, Zhengzhou, 450000, China
* Author to whom correspondence should be addressed.
Abstract
Crocs is an American shoe brand. This study talking about how brand marketing and brand decisions have made Crocs' success, decline, and return to the masses a popular trend again. Nowadays the social economy rapid develop. various products advent more faster, the new things with creativity could always attract people‘s attention. However, the society trend changed quickly, then all brands need to think about how they could expand their customer base in addition to consolidating their existing customers same as Crocs. To make a sustainable marketing strategy crocs needs to combine their brand history, the market requirement, their brand positioning, and their consumer buying behavior. Therefore, the purpose of this study is to provide a sustainable development plan for Crocs from the author's point of view through the several items of information above. The sustainable development suggestions in this paper include, but are not limited to, clarifying brand positioning and target customer groups, developing e-commerce sales channels, etc.
Keywords
Crocs, market, product
[1]. Guoshan Wang, (2009) Research on Brand Marketing in Chinese Footwear Market - A case study of Crocs brand, Master of Business Administration, School of Management, Fudan University.
[2]. Anonymous . (2019). Holey shoes Crocs resurrected. Chinese and foreign footwear (12), 88-89.
[3]. Rouault, G. (2021). Developing Sustainability Marketing Strategies: A Case Study of Crocs. Papers of the Research Society of Commerce and Economics, 62(1), 213-221.
[4]. Crocs. Sustainability report (2014). Available online at: http://company.crocs.com/wp-content/ uploads/2015/03/CROCS%202014%20Sustainability%20Report_FINAL.pdf
[5]. Wu F. (2022). Optimisation of Marketing Strategies in E-commerce Channels of Crocs Company. (Master's Dissertation, East China Normal University)
[6]. Gronlund J, (2013), Basics of Branding: A Practical Guide for Managers, Business Expert Press.
[7]. Felicia Hakala, (2021) Crocs Inc. - Marketing and Branding and their Effect on Sales and Consumer Buying Behavior Vaasan Ammattikorkeakoulu ,(Doctor thesis, University Of Applied Sciences International Business)
[8]. Wang, G.Z. (2024). Application of consumer behaviour analysis in marketing strategy. Mall Modernisation (06), 59-61. doi:10.14013/j.cnki.scxdh.2024.06.057.
Cite this article
Liu,F. (2024). A Review on Sustainable Marketing Strategy for Crocs. Advances in Economics, Management and Political Sciences,114,5-9.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of ICEMGD 2024 Workshop: Innovative Strategies in Microeconomic Business Management
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).