Toys ‘R’ Us Business Prospective

2468 words 10 pages
NOTRE DAME UNIVERSITY
Faculty of Business Administration and Economics
BAD 323
R. Saber
TOYS ‘R’ US
Business Prospective
By Ralph Kaldawy

TABLE OF CONTENTS:

1. EXECUTIVE SUMMARY
1.1 Key Facts

2. INTRODUCTION
2.1 Business profile
2.2 History
2.3. Toys ‘R’ Us Timeline
2.4 Vision/Mission Statements

3. RISK ASSESSMENT

4. GUIDELINES FOR OPERATIONS IN JAPAN

5. SWOT ANALYSIS
5.1 IFE Matrix
5.2 EFE matrix

6. GROWTH STRATEGY

7. AUTHORS’ COMMENTS

1. Executive Summary
In 1948, at the young age of 25, Charles Lazarus began a business totally dedicated to kids and their needs just in time for the post-war baby boom era. He had no idea that his first baby furniture store in Washington D.C., would evolve
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“Our goal is to be the worldwide authority in kids, families, and fun”, this is the mission statement adopted by Toys R Us, whereas their vision statement is “to put joy in kids’ hearts and a smile on parents’ faces”.
The progress that has been made at Toys “R” Us is substantive. It encompasses all areas of the company and represents a solid foundation for future growth. The company’s perspective for this future growth focuses on critical key strategies, which include, content differentiation, improved guest service, better presentation, consistent in-stock position, and recreating an atmosphere where it is fun to shop for both children and adults. 3. Risk Assessment
By any measure, Japan was an extremely attractive market for toys, the entire retail market in Japan had expanded dramatically, Thus Japan’s toy market had become the second largest in the world, lagging only behind the United States’. In 1991, the Japanese toy market was worth $7.1 billion. On the surface of these developments the Japanese toy market was considered ripe for Toys “R” Us. But as the chain’s management quickly discovered, the structure of Japan’s retail industry made it very difficult for new retailers, and particularly foreign discount retailers to establish a market position. And for this reason some risk assessment must be considered before entering this market. Japan’s toy industry remains highly fragmented and locally-focused, despite the rapid growth it had experienced. Also, the

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