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Market Driven Leadership and Strategy Introduction Toys R Us TRU is one of the largest toy retailers in the United States of America and it was started by Charles Lazarus This essay is divided up into three parts The first part analyses TRUs situation in 1993 The analysis starts at an external macro economic level and then moves into an internal micro level The second part will discuss TRUs objective to increase the volume and the way in which they should go about this In the third part we discuss how market orientated Charles Lazarus and TRU are We also show how the marketing orientation culture within TRU can be increased and how this could be done The questions can this be done with Charles Lazarus as a leader of the company Part 1 Situation analysis This part deals with TRUs history and its economic surroundings PEST-factors the characteristic traits of this industry Diamond model competitor analyses Five forces model value chain analysis and a core value analysis These analyses evoke an evaluation of TRUs strategy and future development Brief historic overview 1940s 50s 60s1970s1980s1990s - Lazarus began selling baby furniture- Opens Toy store- Opens Baby supermarket- Lazarus Sold his 4 stores to Interstate stores- Grew from 4 to 47 stores- Interstate files bankruptcy- New company name Toys R Us- Lazarus CEO- TRU Sales at 314 billion- Best Worst time for Toy industry- Start expansion abroad- Open KidsRUs- 540 stores 25 of US market- Increased price competition- Break through in JapanKidsRUs Profit 45 million- BooksRUs- MoviesRUs Analysis on a macro economic level Political1991 the war in Iraq breaks out Economic- There was a recession between 1998 and 1992- Intense price competition- Low demand- Slow growth in Japan and expected to stay slow Social and cultural- Became frequent with both parents working within the household therefore creating double income into the
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