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When people here the name Toys R Us they think back to when they were kids of going into a store made with bricks and mortar and leaving with mom in one hand and the latest toy in other and a great big smile from cheek to cheek As time passed the pressure for companies to enter the clicks of e-commerce became strong In 1998 Toysruscom a subsidiary of Toys R Us opened in attempts to be wherever our customers are and that includes the Internet Having a strong brand recognition there were no doubts that Toy R Us could continue their successful tradition by holding on to their vision which is to put joy in kids hearts and a smile on parents faces even on the on the Internet Being in the specialty online retail industry of toys and hobbies firms within this industry must analyze various parameters that could influence their attractiveness in the market Once a firm understands their own specific industries environment they can make strategies that will ultimately provide them with a competitive advantage to outperform their rivals In order to understand the online toy retail industry John Barbour the CEO of Toyruscom must look at the various factors that could influence the online toy store titian The degree of competition within the industries looks at the external environment and the number of firms size of firms and concentration in the industry Some of Toysruscoms competition within its industry of online toy retail includes Etoyscom and Toysmartcom When looking at some of the competition its as though Toyruscom is all alone Toysmartcom despite being part of Disney Empire closed down after being in service for only one year Etoyscom which had snuk up on Toyruscom became their main rival but they suffered a large stock price plunge from 86 to 7 during an eight-month period These competitors are much smaller in size compared to Toysruscom who is not under any
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