ecco case

Essay by obioneUniversity, Bachelor's October 2014

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Everyone has a dream but only few fulfil their dreams, Karl Toosbuy was one of those people who followed their dreams. At the beginning of his career Toosbuy worked in a shoe company in Copenhagen but this wasn't enough. He dreamed of setting up his own company and one day in the year 1963 he did. He and his family left their comfort zone in the city of Copenhagen and moved into the countryside where Toosbuy bought an empty manufactory.

From then on the company started to grew bigger and bigger every year. In 2003 ECCO's profit was 61 788 DKK, four years later in 2007 their profit grew until 537 578 DKK, almost 900 % of the profit in 2003. In 2012 it grew even higher, up to 682 578 DKK.

ECCO with Karl Toosbuy, whom past away some years ago, are very passionate about what they're doing.

It's not for nothing that their philosophy is: "The shoe must fit the foot".

As a result of this mentality they have a lot of competitive advantages and resources that are used for fulfilling it. Not only does this makes them stronger, also their strategy differs them from the rest. A value chain that is from start to end coordinated by ECCO itself. Since every company doesn't only have strengths but also weaknesses, this is also mentioned in the report.

What are their competitive advantages?

First of all, ECCO has a really good point of view and "watch in the future". Every action or step that they organise is with the idea to reach a certain goal in a period of time.

They have a good philosophy and try to make the best of their employees and to have the most efficient staff in order to reach their goals.