Leveraging your core competencies

Here's a great example of using your core competencies and leveraging your supply chain to your advantage. An interesting article entitled 'How Crocs Rakes In Revenues From Ugly Shoes,' describes how Crocs Inc.-- the company responsible for the popular but aesthetically displeasing Crocs footwear -- managed to earn over $800 million in revenues last year, and project to grow by 10 to 15 percent this year. Their secret? Having a product (the CrosLite resin used to make the footwear) that's versatile enough to be made into a large variety of products, and more importantly, having a tight control of their supply chain by purchasing the supplier of the resin material as well as the factories that make the shoes.

Read more about it here.

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