scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 484
SITUATION AND CENTRAL ISSUES This case has a generally positive slant in that there it does not describe many weaknesses and problems present in many others with which students would be familiar Toys R Us TRU has followed a path of international expansion from the US via more than 13 countries starting from Canada in 1984 and entering Japan in 1991 By any standard this is a rapid expansion of markets This case illustrates several elements of developing market strategies that have been central to TRUs observed success in these markets First TRU has developed a strong competitive advantage in its home market that is based on fulfilling 95 of consumers needs relating to children This has been based around large retail space and counteracting the cyclical nature of toy retailing which traditionally peaks around the gift giving period during Christmas Second they have succeeded in transferring their retail concept from the US to its newer markets by modification of the product mix to suit local tastes Third they captured international marketing experience by recruiting executives with international experience such as Mr Joseph Baczko who has been able to adapt the strategy and use a non-standard approach to market entry His approach has adapted their successful entry strategy to fit the needs of the country environment The following analysis will commence with an analysis of the company and its business and consider each of the issues raised in the foregoing discussion This will be followed by recommendations for future activities ISSUE AND PROBLEM ANALYSIS The Firm its Industry and market expansion TRU is a company whose operational core is purely in retailing The company has no manufacturing capabilities and relies on developing its business strategies of fulfilling consumer needs with a one-stop-retail environment that fulfils the majority of consumers needs Therefore the companys market activities are purely in the form of a specific retail concept which is based on sourcing local and international products for
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA