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Toy's

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Background

Pada awal 1990, Toys “R” Us merupakan retailer permainan yang terbesar di dunia, dengan market sebesar 20-25 persen di Amerika, dan 2 persen dari total penjualan internasional. Toys “R” Us ditemukan oleh Charles Lazarus pada akhir tahun 1940an sebagai supermarket permainan yang pertama. Toys “R” Us diambil alih oleh Interstate, Inc. pada tahun 1966. Interstate kemudian mengalami kebangkrutan pada tahun 1974 setelah terlalu banyak membeli perusahaan atau toko lainnya, tetapi tetap terus membangun lebih banyak lagi toko-toko Toys “R” Us. Setelah pembentukan kembali organisasi Interstate pada tahun 1977, Interstate melepas semua aset-asetnya dan menjadi Toys “R” Us, Inc. dimana Lazarus menjadi chairman dan CEO. Toys “R” Us berkembang pesat di akhir tahun 1970an sampai 1980an, dan kemudian membuka toko Kids “R” Us yang pertama di tahun 1982 yang merupakan toko pakaian. Toys “R” Us kemudian membuka toko internasionalnya yang pertama pada tahun 1984, dan sejak dipublikasikan pada tahun 1978, penjualannya meningkat setiap tahun. Toys “R” Us pertama kali mempublikasikan rencananya untuk masuk ke pasar Jepang pada tahun 1989, dengan menandatangani kontrak kerjasama dengan McDondald’s Jepang. Toys “R” Us memiliki saham 80% dan McDonald’s Jepang 20%. Hampir seluruh staff yang bekerja merupakan orang local dan tidak ada pegawai asing tetap di headquarters Toys “R” Us di kota Kawasaki. Sebagai bagian dari perjanjian, McDonald’s memiliki hak untuk membuka restaurantnya di lokasi toko Toys “R” Us.

SWOT Analysis

Kekuatan : 1. Memiliki distribution channel yang luas. 2. Perusahaan memiliki bargaining power pada posisi yang kuat. 3. Toys R Us adalah pengecer mainan terbesar di dunia, dengan sekitar 20-25 percent dari pasar AS, dan 2 persen dari penjualan internasional total. 4. Produk bervariasi. 5. .Di Amerika Serikat, mereka menggunakan sistem persediaan terkomputerisasi untuk melacak permintaan setiap daerah untuk mempertahankan persediaan. 6. Adanya strategi "category killer", yang menggabungkan iklan untuk mempromosikan nama yang diakui dan diskon pada item populer untuk menciptakan persepsi bahwa segala sesuatu telah didiskon.

Weaknesses 1. Kurangnya kompetitif advantages 2. Penjualan tergantung season.

Opportunities 1. Adanya hubungan kerjasama dengan McDonals 2. Dengan adanya sekitar 39 juta rumah tangga di Jepang merupakan pangsa pasar yang besar 3. Jepang memiliki purchasing power yang cukup tinggi. 4. McDonald’s memiliki hak untuk mendirikan restaurant di setiap lokasi Toys R Us, dan ini juga bisa dimanfaatkan oleh Toys R Us untuk memperbanyak pembeli. 5. Toys “R” Us dapat menggunakan pengalaman McDonald’s untuk sukses di pasar Jepang.

Threats 1. Adanya kompetisi yang kuat diantara retailers permainan misalnya Wal-Mart, Target. 2. Tidak adanya hubungan antara merek permainan dengan toko sehingga ketika seseorang ingin membeli suatu merek permainan maka toko permainan mana saja bisa menjadi tempat mereka untuk berbelanja. 3. Dua dealer sepatu di Jepang menawarkan harga yang rendah dibandingkan dengan Toys 4. Ancaman masuknya competitor lain nya memiliki kompetitif advantage yang lebih banyak.
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Statement of Problems 1. Bagaimana menciptakan kompetitif advantages. 2. Bagaimana menghadapi competitor dalam hal ini pemain-pemain kecil yang akan melawan Toys

Alternative Actions
Untuk problem 1: 1. Diferensiasi produk. 2. Menurunkan harga dan menekan biaya
Untuk problem 2: 1. Toys “R” Us mencari perusahaan lokal untuk menjadi partner yang menjual produk-produknya. 2. Membuat strategy baru untuk melawan mereka dengan meningkatkan kompetitif advantages.

Action Plan 1: yaitu membuat diferensiasi akan tokonya sehingga Toys “R” Us memiliki competitive advantage yang bisa menjadi andalan dalam persaingannya dengan retailer permainan yang lain. 2: yaitu alternative pertama dengan melakukan kerjasama lebih banyak lagi dengan perusahaan lain yang cukup terkenal di Jepang untuk menjual produk mereka dan meningkatkan citra produk.

INTERNATIONAL MARKETING Case 2-1
Toys “R” Us Goes to Japan

Group 5

Sompotan, Iveny
Sainawal, Marcho
Awvijan, Adytia
Rorong, Gabriela

Universitas Klabat
2011

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