Toys R Us in Europe and Japan

“Toys R Us in Europe and Japan”

Question 1

Answer:

Here are some of the factors that that were the major firms specific advantages.

•Brand

It had a brand name and it was the first introducer of toy outlet in the industry.

•Image

It had an image all over the world being an outlet from US and that was the major supporting factor for Toy “R”.

•Branches

It had number of branches opened worldwide and it had an international brand image. Number of stores opened in different parts of Europe, Hong Kong and Singapore and then in other regions.

* Distribution Network

* Huge distribution network benefits from advanced logistical systems.

* Bargaining power with Manufacturers.

* Range Wide variety of products.

Question 2.

Answer:

There were a few entry barriers into Japan, first being that although there was not a toy superstore already in existence, there were tons of small toy stores in operation. Toys “R” Us was unsure how they would be met by the public. There were also high import barriers. Japan also held the market in characterized toys as well as video games. When they entered Japan, they were met with strong opposition from Japanese toy manufactures who were petitioned by the small shop owners to boycott Toys “R” Us.

When they entered Germany that faced greeted partial boycott and a public relation blitz that condemned the concept of a self service toy supermarket as being alien and wrong. Then they required such a big place in Germany which was a plus point and set back also. So there were different cultural and political barrier according to regions and countries.

Question 3

Answer:

Den Fujita who had successfully run McDonalds in Japan and bringing non luxury retail business in restrictive Japanese market. So his experience ,political influence, vision and unique understanding of both Japanese and American cultures enhanced the probability of success of Toy R. Low pricing was one of the major success in Japan because those...