Case Crocs

In: Other Topics

Submitted By Garcii179
Words 313
Pages 2
Crocs le compraba máquinas de moldeado a dos proveedores básicos, quienes podían en principio entregar nuevas máquinas en aproximadamente tres meses; sin embargo, cuando los proveedores observaron el rápido crecimiento de Crocs, hicieron arreglos para tener las nuevas máquinas disponibles más rápido, en abril de 2007, la corporación podría obtenerlas por lo general dentro de seis semanas. Casi siempre los moldes empezaban a llegar dentro de seis semanas, pero se requerían casi tres meses antes de que Crocs tuviera el conjunto total de todos los tamaños.

Crocs desplazaba el equipo de una localidad a otra para satisfacer mejor sus necesidades de producción. Las máquinas de moldeado no se transferían con frecuencia, pero cuando ello sucedía, la compañía trataba de tener máquinas sólo de un proveedor en cada sitio. No obstante, los moldes se transferían a menudo entre las localidades de producción. Si se necesitaba una respuesta rápida para satisfacer una demanda creciente en Estados Unidos, la producción podía desplazarse a México, que se ubicaba más cerca de los clientes. En el caso de los productos que tenían una gran cantidad de órdenes pre-reservadas, un pronóstico relativamente confiable y un alto volumen, la producción podría enviarse a China.

Como parte del contrato de licencia con Disney, Crocs introdujo un zapato con una cabeza de Mickey Mouse, la cual cubría un nicho de mercado de Crocs. El producto llegó a ser muy popular y la empresa decidió que necesitaba flexibilidad en la producción y, por lo tanto, transfirió los moldes a México para satisfacer la demanda de Estados Unidos. A pesar de ello, los productos destinados para los clientes de Asia se fabricaban en China, y los productos destinados a los clientes europeos, en Europa. Con el fin de responder en forma inmediata a los aumentos en la demanda, Crocs mantenía la capacidad total de manufactura en…...

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