Toys :: essays research papers

Toys"R"UsINTRODUCTIONIn this assignment I have chosen to steering on explaining what kind of company Toys"R"Us is, giving a brief, short summary of the firms history, their corporate responsibilities, what their competitive advantages are and how they implement their strategies through retail and merchandise. I also found it relevant to explain the market situation in the toy-industry and what the trends are, for understanding what other difficulties that are important to consider in set to survive.SHORT HISTORYIn 1948, a company which tot wholey dedicated themselves to children and their needs, was formed by Charles Lazarus in Washington DC. This was a perfect timing in relation to the post-war baby boom period, the demand for accessories for children was high, and the main purpose for the company was to carry furniture for babies. After some time, he heard customers saying phrases the like "I need a toy for my baby", so he began selling toys aswell. Mr.L anzarus tried to give his customers what they wanted he understood early that this was the topper way to keep his customers. In 1957, he opened his first toy supermarket, and with specialized retailing and the off-price positioning, he revolutionized the concepts in the pre-m every and discount days. After this success, he change his business to Interstate, which later went bankrupt. Mr.Lazarus rejoined the company and made it profitable, and in 1978 it became a public company Toys"R"Us,Inc.DIVISION OF THE COMPANYToday, Toys"R"Us is a $11 billion dollar company and they have over 1500 stores over the whole world. The company is divided into six different divisionsToys"R"Us US            strongly focuses on strengthening the obtain experience                     by providing better service and better merchandise. There are    &n bsp           around 680 locations of Toys R Us in the US.Toys"R"Us International      Is licensed, franchised and operated through over 570                     locations in 29 countries outside the USKids"R"Us           Consists of more than 375 locations where childrens                     clothing and toys are all under one roof, and oughts to offer                     all of the latest fashions and of course high quality                     merchandise.ImaginariumToysrus.com           Developed in alliance w ith Amazon.com in order to offer an                     online shopping service.Babies"R"Us           Offers everything parents need for their babies, like                     furniture, bedding, car seats etc. All products can be                     purchased under one roofBy organizing their organic law into these different divisions, it gives them a competitive advantage because it makes it easier to focus in the certain areas. These divisions are very different from each other, and needs specialization in all the different aspects.