Toys Project

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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

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