Case presentation covering Toys R Us in Japan. Course: MKTG 4400: International Marketing School: Schulich School of Business Professor: Yigang Pan. Case covered: Toys R Us Japan. Term: W16

1. TOYS “Я” US JAPAN
Case Presentation

2. toys “r” us
FOUNDED IN
THE UNITED STATES.
SELF-SERVICE
DISCOUNT WAREHOUSE
RETAIL FORMAT.
EXPANDED INTO
JAPAN WITH
MCDONALD’S.
PROBLEMS EXPANDING
INTO JAPAN.

3. toys “r” us in Japan
OPENED LOCAL
DISTRIBUTION
CENTRE.
ENABLED
DISCOUNTING.
SMALL RETAILERS
GOING OUT OF
BUSINESS.

4. Toys “r” us today
28% OF JAPAN’S
$5.7B MARKET.
160 STORES IN
JAPAN.
USE OF WEB-BASED
DISTRIBUTION
PLATFORMS.

5. core strengths
EXTENSIVE
PRODUCT OFFERINGS.
SELLING SPACE
OF ITS OUTLETS.
COMPETITIVE
PRICING.

6. what we noticed
Importance of
Loyalty Programs.
Prominence of
Mobile Applications.
Pressures to
Excel in School.
Consumer
Showrooming.

7. recommendation
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8. impact
Increased sales and profitability Locked-in Customers

9. what we noticed
Adult
working hours.
Cultural aversion
to strangers.
Use of
convenience stores.

10. recommendation

11. impact
More attractive to busy parents
and homeowners
Allows Toys “R” Us to be
competitive in Japanese Market

12. what we noticed
Older demographic. Greater purchasing power. Japanese family structure.

13. recommendations
‘Grandparents Day’ -
Featuring store-wide
discounts for seniors that
come in with
grandchildren.
Thank-you notes to
grandparents.
Play and
socialize area.

14. impact
Penetrate cultural barriers.
Reach powerful
and sizeable market.
Become a symbol of family
and togetherness.

15. review of recommendations
Creation of
mobile application.
Addition of new
distribution format.
Leverage
grandparents.

16. Thank you for listening
Are there any questions?