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Toys

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We also waned to spot out that they imported more that half of its supply from the U.S (Johansson 184). Finding potential suppliers within Japan was something they didn’t think too much about and it became an issue. By importing large quantities of goods they would profit from the cheap dollar (Johansson 184) but they need to keep in mind that cheap land, cheap money, and cheap imports has to end at one point in time (Johansson 184). By finding local manufacturers/distributors then they will help the localization process and continue to stay own the retail market for leisure goods.
As long as Toy’s “R” Us looks at the challenges they may be faced with for the future and they have a plan then we feel they will stay on top. Things Toy’s “R” Us needs to continue to be on the look out for are: competition, increasing cost, possible positioning problems, and the steady deterioration of the Japanese economy and consumer spending (Johansson 185). By being prepared and having a plan of action for all these setbacks they will be able to dominate the retail market in Japan.
We feel that Toy’s “R” Us Japan had also made great decisions when entering the Japanese market. High barriers is something Toy’s “R” Us saw right away as a hurtle they had to get over. And to help them enter the country they decided on a joint-venture with McDonalds Japan with their 20%/80% relationship. In doing this joint-venture they were able to use McDonald’s successful international marketing research. This research is so important in order to enter foreign countries. The joint-venture gave them a great advantage and a strong foot in the door.
Another positive aspect that Toy’s “R” Us Japan had on their side was the timing of their first opening. And as Dr. Tong always says “In order to be successful you have to come up with the right product, at the right place and the right time.” From these exact famous words you can see how entering Japan at the right time was perfect for Toy’s “R” Us. Their slogan of “Everyday low prices” was not seen as a cheap store to get cheap things, but seen as a blessing during their recessions.

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