Last week’s article from The McKinsey Quarterly focused on
the importance of a flexible supply chain in uncertain economic times. Because
of the drop in demand and output, several companies have had to cut prices by almost
50%.[1]
Challenges associated with forecasting customer demand have reinforced the
importance of flexible supply chains. One such company that revolutionized the
footwear supply chain is Crocs. Over the years, they have developed a flexible supply
chain model with a focus on customer needs.
The founders of Crocs first purchased the external manufacturing
company (formerly called as Foam Creations) that was in-charge of production.
This ensured that Crocs owned the trademarked croslite resin manufacturing
facility—this also gave Crocs he ability to alter volume produces based on
customer needs. Crocs maintained their raw material supply chain, which was
based in different countries. Raw materials from these suppliers were
compounded (put-together) by an Italian company. In order to ensure a smooth
transition after acquiring the manufacturing facility, Crocs maintained their
dealings with this third-party Italian company. Raw materials compounded in this
Italian company were then shipped to Crocs’ manufacturing unit in Canada—shoes
were assembled here. The final products were then shipped to a third-party
distributor (in-charge of the warehouse) who was responsible for delivering
consignments to retailers.[2]
After a few years of functioning as a single manufacturing
unit, in early 2005, Crocs expanded to China by collaborating with a large
contract manufacturer. Raw materials compounded in Italy were now being sent to
two manufacturing locations: China and Canada. By the end of 2005, Crocs had
entered both Asian and European markets, and were slowly expanding worldwide. In
countries where companies were unable to conform to Crocs’ supply chain model,
new Crocs owned manufacturing operations were built to meet the needs of
customers in that region. Crocs use of contract manufacturers was a key
component of its flexible supply chain. Contract manufacturers were very
sensitive to customer demand and could start or stop production based on
customer needs. Having these manufacturers in their supply chain helped Crocs’ bring
in flexibility in the volume of products being manufactured.[3]
Once the manufacturing was set up, in 2006, Crocs shifted
its focus on compounding raw materials. It created three compounding facilities
in three of its major markets: Canada, China and Mexico. Now, instead of
depending on one Italian compounder for raw materials, Crocs had three options
to fall back on. Also, the proximity of the compounding facilities to
production units enabled Crocs to delay the colorizing decision—this ensured
that raw materials were colorized based on the current customer need for a product.
This helped Crocs to address customer demand and decrease the chances of
retailers having to deal with left-over/unsold product. [4]
Lastly, Crocs changed its warehousing model to increase
supply chain flexibility. Crocs original supply chain model had one
distributor. All products from different manufacturing units were collected and
processed in one facility in Colorado. To make this process more efficient,
Crocs added warehouses to each manufacturing facility. Products were shipped to
retailers directly from these warehouses and were depended on the warehouse’s
distance from these manufacturing units. This cut the time involved in shipping
and delivering products to retailers and other customers.
Despite having built a flexible supply
chain, in 2009 Crocs reported a net loss of almost $22 million.[5] Crocs’ flexible supply chain model, was not robust
enough to handle large downswings in product demand, which happened after the
economic collapse. This leads to a question: Is an “optimized” supply chain
network, for cost or responsiveness, robust enough?
[1] Glatzel, C., Helmcke, S.,
& Wine, J., Building a flexible supply chain for uncertain times, The
McKinsey Quarterly, March 2009.
[2] Stanford Graduate School
of Business, Crocs: Revolutionizing a company’s supply chain model for
competitive advantage, June 2007, p.6, https://mail-attachment.googleusercontent.com/attachment/u/0/?ui=2&ik=638c68d379&view=att&th=13ca7df1da3ebecc&attid=0.1&disp=inline&realattid=1426090767883960320-1&safe=1&zw&saduie=AG9B_P9LGl-zrL7RnIR8-lygvaT8&sadet=1360031659485&sads=R0za_7XW47sNdHICc2PHnjv0KbY&sadssc=1.
[3] Stanford Graduate School
of Business, p7.
[4] Stanford Graduate School
of Business, p. 8.
[5]
Gonzales, Adrian., Crocs:
From Revolutionary Supply Chain to Almost Bankrupt, Logistics Viewepoints, June
22, 2009,
http://logisticsviewpoints.com/2009/06/22/crocs-from-revolutionary-supply-chain-to-almost-bankrupt/.
