06国贸6班:
张秋宇:3206004567
钟夏青:3206004568
李清云:3206010516
1）Was Japan an attractive market for Toys R Us? Do you think there
were any cultural obstacles to product acceptance? Strong competitors?
• For TOYS R US, Japan is a very attractive market.
Despite the culture difference between Japan and the
USA, it is generally accepted by Japanese. TOYS R US
entered Japan toys market in the early 1990s, and now,
it is taking up more than 30% shares of the market
thought there are so many competitors, such as Bandai,
GamesWorkshop, Sony, Sanyo, Honda, and so forth.
2）What were the entry barriers into Japan?Any culturally
based barriers, in terms of how to do business?
•Japan's barriers to exports mainly include:
• (1) the high import duties;
• (2) Japan is a stronghold of the most unique toys, and is a
master in the field of multimedia in the world. It is good at
moving animation onto character toys, video games and
television programs . Thus its production of their toys are
very high-quality and characteristics. Animation character
sinks deep into the hearts of the people. Therefore more
Japanese people believe their own vendors;
•
• (3)There are more small toy stores and toy
retailers in Japan. more people go to the toy
retailers to buy toys.
• (4) Japanese toy wholesalers have strong
opposition and resistance.
• (5) Constitutive barrier: Japan control large
retailers with laws.
• Yes. The sale of the different ways is its a major obstacle.
•
In Japan, sales of toys are some of the small toy
stores, most of them from the wholesalers . Their cover
area is broad, all have already created a certain amount
of sales chain. And each other has the very big business
intercourse.
Toys R Us is the management large-scale specialty
store. It is direct deal with the manufacturer and has their
own comprehensive logistics center, That is Japan's toy
sellers are totally different, so naturally they will be
strong and fight against exclusion.
4）What were the problems in transferring Toys R Us
competitive advantages to a foreign market?
• First of all, the Japanese market closed worldrenowned, the implementation of its business systems
(such as return-on system; rebate system; family shop
system; large store law, and so on) so that many of the
daunting foreign companies, from nothing.
• Second, the United States Toys R Us is the largest toy
retailers, while Japan has its own small-scale retailers to
implement all of protectionism, so in order to
successfully enter the Japanese market is even more
difficult.
• Finally, the United States Toys R Us business
philosophy and methods of the Japanese counterparts
have had a significant impact. Fun City "Customer
Center" as the guide, the complete implementation of the
low-price strategy, one of the important measures that
deal directly with the manufacturer and have their own
comprehensive logistics center. Just the implementation
of these measures, in Japan, gave rise to an opposition,
especially the Japanese toy wholesalers with strong
opposition.
• However, with the anti-low-price strategy for fighting the
city's success, more and more Japanese toy
manufacturer is the first enterprise and willing to fight
anti-city cooperation, is now fighting the anti-Japanese
city of more than 80 percent of all goods directly from
manufacturers in Japan Purchase.
Why did Toys R Us internalize the firm-specific
advantages rather than license another retailer
abroad?
• First, the United States Toys R Us is the largest
retail business, professional and rich types of goods,
it is a big advantage, along with most of its products
directly from manufacturers to purchase. It has its
own logistics management, will be more favorable.
• Second, the United States Toys R Us is rich in
capital and ability to bring in foreign advanced
technology in logistics management from its own
full control of the operating system in order to
improve the efficiency of logistics operations.
Facts have proved that, as the introduction of
the latest WMS, in the future even if the goods to
increase circulation, but also be able to
guarantee the delivery of goods demand, the
efficiency of logistics has been no problem.
• As the use of the WMS management system, with other
companies, products serve to speed up the pace, the
stock further reduce the time, the efficiency of the
inventory level has been rising at the same time delivery
and inventory through accurate analysis of the situation,
added goods in a timely manner To ensure that there is
no shortage phenomenon. The introduction of the new
WMS can be on the hot-selling merchandise sales the
analysis of the situation, warning of stock issued in
advance to ensure that the goods inventories remained
at the level of the best.
• In short, it is indistinguishable from other retailers to sell
more cost-effective, in favor of low-price strategy to
ensure that consumers will benefit..
5）Were the company executives in Japan too optimistic in their
assessment of competitors in Japan? What should their future
strategy be?
• No, Toys R Us does not optimistic assessment
of their competitors in Japan, they have to open
electronics discount stores as their competitors
had. Electronics stores began to sell more toys
Toys R Us is one of the major competitors.
Competitors to use e-procurement product
family in the process of cost advantages, the
lowest selling price of its toys.
• In addition, Wal-Mart is a great competitor. Wal-Mart chain
of successful toy sales strategy, the United States to close
down the toy retailer, Toys R Us Inc. can not escape this
fate. As it is not a single Wal-Mart discount stores and toy
retailers, then, Toys R Us sales of the product can no
longer be in the low-cost on an issue, and the product must
be unique, customer service and so on to show the loss of
Customers. In both the "professional and abundant types of
goods, the attractive low-cost" At the same time, better
adherence to the "high-quality services, personalized
shopping" in order to better position in favor.。