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  • Internal Code :
  • Subject Code : MKTG2010
  • University :
  • Subject Name : Marketing

Marketing Research Proposal

The following research proposal has been done to analyse the target market of Crocs footwear. It further goes on to analyse the managerial benefits/solution of the organization and research also helps in providing the solutions to increase its reach in the public. The research will also portray the limitations of the product in the market.

Target Markets

The target market evaluated by Crocs is the above-average income group. The footwear will immensely focus on the families that have young kids and the students who are in college. The pricing of Crocs has been decreased and will make the pricing in such a way that it will also target teenage students now. This will make the budget slightly lower than its competitor (Mahdi et al., 2015). The targets will be achieved by providing beautiful colours in production. The footwear looks stylish as well as comfy which will help in attracting customers who are looking for a casual look. The footwear will have longevity in monsoon as well and that too will attract the customer to go for crocs. The footwear is made in such a way that it provides comfort even in monsoon. Crocs footwear has emerged to be one of the most comfortable of much other footwear. The target here will be for those who prefer comfort above style. It will be made sure by the company that it does not limit to a particular income group. The target will also be based on the choice of the individual.

Managerial Benefits/solutions

As far as the benefits are concerned, Crocs will provide several of them. The construction of shoes is done in such a way that it is comfortable as well as looks stylish. It will be preferred as comfortable medical shoes by men and women. This footwear will be best to wear in aquatic places and for holidaying on a beach. It will be termed as eco-friendly footwear. The designers of the footwear have also added colour so that it attracts the kids as well. In very less time, it has configured a market and has been a favourite among people. It will provide therapeutic benefits and will have footwear for all including men, women, and children. The marginal benefits are proportional to the sale of the product and the customer does it all (Falahat et al., 2017 p3069). Many of the age groups find it comfortable for wearing it casually.

Limitations

No doubt the Crocs footwear is very comfortable and stylish as well. But there will be few limitations that have been encountered in use. These shoes cannot be worn for a longer time. It will put pressure on the heels that major slippers and flip flops do as well. The pressure in the heel can initiate pain in the leg. The other limitations include the target audience of the footwear. Many people are still unaware of footwear. It has also been criticized to be ugly by some people. The pout on the footwear does not appeal to all in the same way. It is not that affordable which can enable lower-middle-class income families to have it for their use. These shoes will be appropriate for those who have edema in feet or have a high arch. But continuously wearing it for 8 to 10 hours is not advisable. Another lack of creativity is the same way of designing the footwear for all and since its inception, it has remained the same (Wallisch & Karlovich, 2019). The design of the footwear is the same for all groups and ages. It has no variety.

References for Crocs Footwear Analysis

Falahat, M., Migin, M. W., Chuan, C. S., & Kai, S. B. (2017). Determinants of Consumer Impulse Buying Behaviour in the Context of the Footwear Industry. Advanced Science Letters, 23(4), 3068–3070. https://doi.org/10.1166/asl.2017.7655

‌Mahdi, H., Abbas, M., Ilyas Mazar, T., Student, M., & George, S. (2015). A Comparative Analysis of Strategies and Business Models of Nike, Inc. and Adidas Group with special reference to Competitive Advantage in the context of a Dynamic and Competitive Environment. http://modir3-3.ir/article-english/isi328.pdf

Wallisch, P., & Karlovich, M. (2019). Disagreeing about Crocs and socks: Creating profoundly ambiguous colour displays. ArXiv:1908.05736 [q-Bio]. https://arxiv.org/abs/1908.05736

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