Toys Project

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  • Topic: Foreign exchange market, Marketing, Toys "R" Us
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  • Published : December 8, 2012
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UNIVERZA V LJUBLJANI EKONOMSKA FAKULTETA

SPECIALISATION THESIS

Tatjana MEDIC

UNIVERZA V LJUBLJANI EKONOMSKA FAKULTETA PODIPLOMSKI STUDIJ

SPECIALISATION THESIS International Business Strategy Of Toys“R”Us For The Norwegian Market

Ljubljana, May 2002

Tatjana MEDIC

Conformation

Tatjana Medic, a student of the University of Economics in Ljubljana, hereby confirms to be the author of this specialisation thesis written under the guidence of Professor Tone Hrastelj. Pursuant to 1st paragraph of the 21st article of the Law of the author and legal rights I give the University of Economics in Ljubljana the right to use and publish this thesis.

Ljubljana, 23 May 2002

Tatjana Medic

Izjava Studentka Tatjana Medic izjavljam, da sem avtorica tega specialisticnega dela, ki sem ga napisala pod mentorstvom profesorja Toneta Hrastelja in skladno s 1. odstavkom 21. clen Zakona o avtorskih in sodnih pravicah dovolim objavo specialisticnega dela na fakultetnih spletnih straneh.

V Ljubljani, 23 May 2002

Tatjana Medic

International Business Strategy of Toys’R’Us for the Norwegian market

CONTENT OF THE PROJECT

Page Introduction to Thesis 1

1. Introduction To The International Business 1.1. 1.2. The field of International Business Operations and Influences in International Business

4 4 4

2. 2.1. 2.2. 2.3.

The Toy Market Characteristics of the Market The Consumer Behaviour Managing Risk in Toy Industry 2.3.1. Managing Demand 2.3.2. Managing Supply

6 6 9 14 15 17

3. The Company Toys“R”Us 3.1. 3.2. 3.3. 3.4. 3.5. Toys“R”Us as a Global Toy Producer and Retailer Vision and Mission of Toys“R”Us Company’s Strategy and Objectives Marketing Mix Toys“R”Us SWOT Analyse

17 17 19 20 21 26

4. Objectives Of International Business 4.1. 4.2. Country Evaluation and Selection Norway – A Profile 4.2.1. Geography and Climate 4.2.2. History 4.2.3. The Norwegian Economy 4.3. Foreign trade Regulations and Norway 4.3.1. Norway – GATT Member 4.3.2. Type and Incidence of Trade Policy Instruments in Norway 4.4. National Competitive Advantage 4.4.1. National Competitiveness i

28 28 35 35 36 37 39 39 41 42 42

International Business Strategy of Toys’R’Us for the Norwegian market

Page 4.4.1.1. Introduction to the Concept 4.4.1.2. Porter's "Diamond" Model 4.4.1.3. Determinants of National Advantage 42 43 45

5. Strategic Approach To Norway Market 5.1 5.2 5.3 International Distribution Motives for Collaborative Arrangements Types of Collaborative Arrangements 5.2.1. Licensing 5.2.2. Franchising 5.2.3. Other Types of Collaborative Arrangements 5.4 Franchise Concept Of Toys”R”Us in Norway 5.4.1. Franchising Strategy of Toys“R”Us 5.4.2. Franchising Manual of Toys“R”Us 5.4.3. Legal Issues

57 57 59 63 63 65 68 69 69 70 74

6. Cost Structure and Budget 6.1. 6.2. 6.3. 6.4. 6.5. 6.6. Communication Training Expenses Procedure Expenses Administration and General Expenses Contingency Budget

75 75 76 76 76 77 77

7. Conclusions and Recommendations 7.1. 7.2. Conclusions Recommendations

80 80 83

Literature and Sources

85

Appendices

Povzetek Specialisticne Naloge v Slovenscini
ii

International Business Strategy of Toys’R’Us for the Norwegian market

TABLES

Table 1 Table 2 Table 3 Table 4 Table 5 Table 6

SWOT Analysis Opportunities and Threats of the Chosen Countries Population Information Norwegian Economical Indicators Tariff Reduction Toys“R”Us Profit/Loss Analysis

iii

International Business Strategy of Toys’R’Us for the Norwegian market

GRAPHS

Graph 1 Graph 2 Graph 3 Graph 4 Graph 5 Graph 6

Top Ten Manufacturers by market share in 2000 Regional Toy Sales in Discount Stores in 2000 Top Ten Retailers by market share in 2000 Evolution of Family and Peer Group System Marketing Systems for Youngsters Dollar Sales for Traditional Toys

iv

International Business Strategy of Toys’R’Us for the Norwegian market

FIGURES

Figure 1 Figure 2 Figure 3 Figure 4...
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