06 国贸 6 班 : 张秋宇 : 钟夏青 : 李清云 :

1 ） Was Japan an attractive market for Toys R Us? Do you think there were any cultural obstacles to product acceptance? Strong competitors? For TOYS R US, Japan is a very attractive market. Despite the culture difference between Japan and the USA, it is generally accepted by Japanese. TOYS R US entered Japan toys market in the early 1990s, and now, it is taking up more than 30% shares of the market thought there are so many competitors, such as Bandai, GamesWorkshop, Sony, Sanyo, Honda, and so forth.

2 ） What were the entry barriers into Japan?Any culturally based barriers, in terms of how to do business? Japan's barriers to exports mainly include: (1) the high import duties; (2) Japan is a stronghold of the most unique toys, and is a master in the field of multimedia in the world. It is good at moving animation onto character toys, video games and television programs. Thus its production of their toys are very high-quality and characteristics. Animation character sinks deep into the hearts of the people. Therefore more Japanese people believe their own vendors;

(3)There are more small toy stores and toy retailers in Japan. more people go to the toy retailers to buy toys. (4) Japanese toy wholesalers have strong opposition and resistance. (5) Constitutive barrier: Japan control large retailers with laws.

Yes. The sale of the different ways is its a major obstacle. In Japan, sales of toys are some of the small toy stores, most of them from the wholesalers. Their cover area is broad, all have already created a certain amount of sales chain. And each other has the very big business intercourse. Toys R Us is the management large-scale specialty store. It is direct deal with the manufacturer and has their own comprehensive logistics center, That is Japan's toy sellers are totally different, so naturally they will be strong and fight against exclusion.

4 ） What were the problems in transferring Toys R Us competitive advantages to a foreign market? First of all, the Japanese market closed world- renowned, the implementation of its business systems (such as return-on system; rebate system; family shop system; large store law, and so on) so that many of the daunting foreign companies, from nothing. Second, the United States Toys R Us is the largest toy retailers, while Japan has its own small-scale retailers to implement all of protectionism, so in order to successfully enter the Japanese market is even more difficult.

Finally, the United States Toys R Us business philosophy and methods of the Japanese counterparts have had a significant impact. Fun City "Customer Center" as the guide, the complete implementation of the low-price strategy, one of the important measures that deal directly with the manufacturer and have their own comprehensive logistics center. Just the implementation of these measures, in Japan, gave rise to an opposition, especially the Japanese toy wholesalers with strong opposition. However, with the anti-low-price strategy for fighting the city's success, more and more Japanese toy manufacturer is the first enterprise and willing to fight anti-city cooperation, is now fighting the anti-Japanese city of more than 80 percent of all goods directly from manufacturers in Japan Purchase.

Why did Toys R Us internalize the firm ‑ specific advantages rather than license another retailer abroad? First, the United States Toys R Us is the largest retail business, professional and rich types of goods, it is a big advantage, along with most of its products directly from manufacturers to purchase. It has its own logistics management, will be more favorable.

Second, the United States Toys R Us is rich in capital and ability to bring in foreign advanced technology in logistics management from its own full control of the operating system in order to improve the efficiency of logistics operations. Facts have proved that, as the introduction of the latest WMS, in the future even if the goods to increase circulation, but also be able to guarantee the delivery of goods demand, the efficiency of logistics has been no problem.

As the use of the WMS management system, with other companies, products serve to speed up the pace, the stock further reduce the time, the efficiency of the inventory level has been rising at the same time delivery and inventory through accurate analysis of the situation, added goods in a timely manner To ensure that there is no shortage phenomenon. The introduction of the new WMS can be on the hot-selling merchandise sales the analysis of the situation, warning of stock issued in advance to ensure that the goods inventories remained at the level of the best. In short, it is indistinguishable from other retailers to sell more cost-effective, in favor of low-price strategy to ensure that consumers will benefit..

5 ） Were the company executives in Japan too optimistic in their assessment of competitors in Japan? What should their future strategy be? No, Toys R Us does not optimistic assessment of their competitors in Japan, they have to open electronics discount stores as their competitors had. Electronics stores began to sell more toys Toys R Us is one of the major competitors. Competitors to use e-procurement product family in the process of cost advantages, the lowest selling price of its toys.

In addition, Wal-Mart is a great competitor. Wal-Mart chain of successful toy sales strategy, the United States to close down the toy retailer, Toys R Us Inc. can not escape this fate. As it is not a single Wal-Mart discount stores and toy retailers, then, Toys R Us sales of the product can no longer be in the low-cost on an issue, and the product must be unique, customer service and so on to show the loss of Customers. In both the "professional and abundant types of goods, the attractive low-cost" At the same time, better adherence to the "high-quality services, personalized shopping" in order to better position in favor. 。