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![[국제경영] Toys “R” Us(토이러스) 비즈니스환경과 세계화(영문)-3](http://images.happyhaksul.com/thumb/93/92509-0003.gif)
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![[국제경영] Toys “R” Us(토이러스) 비즈니스환경과 세계화(영문)-5](http://images.happyhaksul.com/thumb/93/92509-0005.gif)
![[국제경영] Toys “R” Us(토이러스) 비즈니스환경과 세계화(영문)-6](http://images.happyhaksul.com/thumb/93/92509-0006.gif)
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분야
doc-Company background
-Marketing strategy
-Establishing the international Division
Environment
-The structure of Japanese retail market
-Why is the Japanese toy market so attractive
Issues and Problems
-Cultural difference
-Legal restriction
-Distribution structure
-Finding workers and obtaining real estate
Suggestions
Conclusion
- first Toys “R” Us (TRU) store was opened in Washington, D.C. in 1957 by Charles Lazarus
- 3 stores opened over the next 10 years and Lazarus sold his ownership stake for 7.5 million to Interstate Stores in 1966
- problems with other Interstate divisions drove the corporation into bankruptcy proceedings thus Lazarus regained control in 1978 through a management-led buyout.
Marketing Strategy
- TRU’s strategy is based upon price, selection, and keeping stores in-stock.
- “When a customer walks through our doors with a shopping list, we better have 95 percent of what’s on her list or we’re in trouble (Lazarus).”
- EDLP (every day low prices) strategy and in-stock image stimulates purchasing year-round instead of primarily during the Christmas season
- baby diapers and formula are sold at or below cost, in hopes of winning over new parents and keeping them as customers as their children mature
- this strategy has won TRU a steadily increasing share of the retail top market, rising to about 22 percent in 1995
