A case study of the marketing shift of Toys "R" Us to the Internet.
Written in 2002; 1,717 words; 5 sources; MLA; $ 55.95
Paper Summary:
This paper discusses the various benefits or risks involved with e-stores and internet shopping. The specific case of the international chain of toy shops, Toys "R" Us, is examined. The paper outlines the steps needed to be taken to ensure success with the new marketing strategy. The paper emphasizes that the new market requires a new approach, specific to that market.
From the Paper:
"These benefits explain the growth of Internet retailers of toys, with this growth cutting into the profits and the market share of Toys ?R? Us. This financial effect, with Toys ?R? Us seeming to go downhill despite not changing anything or doing anything wrong themselves, is the reason they felt the need to establish themselves in the Internet market. This Internet market was clearly the way the trend was going, as indicated by the growth of retailers such as eToys.com and SmarterKids.com. Toys ?R? Us needed to establish itself in this market, since bricks and mortar retailing seemed like a dying trend. It is also worth noting that the Internet retail store is a new market and the first to establish themselves in the market have a significant advantage."
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