presentation about "Globalization"

1. Globalization with
Aytan Asgarova
ODLAR YURDU UNIVERSITY
MBA

2. Toys "R" Us is a toy store chain headquartered in Wayne, New Jersey, United States.
Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering
a differentiated shopping experience through its family of brands. Toys“R”Us is an industry
leader in identifying and offering innovative product choices to today’s tech-savvy
generation of kids. From digital cameras to Apple iPods, musical instruments and more,
Toys“R”Us is the destination for what’s new and hot in children’s electronics.

3. H i s t o r y
In 1948, 25-year-old Charles Lazarus turned his dream of creating a child-oriented
business into a reality. Lazarus started a baby furniture store-Children's Supermart in
Washington, D.C. to cater to the post-war baby boom era.
The first toy was –a cradle gym. When it proved a strong seller, he added tricycles,
books and other toys. Almost ten years later, Lazarus adopted the supermarket
model for his store, which allowed customers to examine and pick out products on
their own and pay for them at a checkout stand. With the opening of his second
store, he settled on the name Toys“R”Us®
with a backward “R.” Lazarus knew it was
grammatical in correct, but an attention-getter. Became a public company in 1978 . In
1983, the company branched out into children’s clothing when it opened its first
Kids“R”Us® stores in Paramus, New Jersey and Brooklyn, New York.
1948 2011

4. … H i s t o r yAlthough Toys“R”Us, Inc. closed its freestanding Kids“R”Us locations
in 2003, the company remained committed to the apparel business
and continued to sell a wide variety of name-brand designer and private label boys
and girls clothing. Thus, in 1996, due to positive apparel sales, the company added
apparel to most of its Toys“R”Us stores across the country and gave birth to a new
addition in the “R”Us family with the launch of its first Babies“R”Us® location in
Westbury, New York. In addition to expanding “R”Us stores and brands in the
United States, Toys“R”Us launched a worldwide presence in 1984 when the
company opened its first international wholly-owned store in Canada and
licensed operation in Singapore. Almost ten years later, former President George
H. Bush traveled to Japan to open the country’s first Toys“R”Us store.
Today, Babies“R”Us is the nation’s leading baby products specialty retailer and the
chain has grown to more than 260 locations across the country since its first
store opened.

5. Featuring its iconic mascot
Geoffrey®
the Giraffe, who was
introduced in February 1960,
along with its catchy jingle “I
Don’t Want to Grow Up, I’m A
Toys“R”Us Kid®
,” Toys“R”Us is one
of the most recognized and
beloved brands in the world.

6. KB Toys - The KB Toys brand and related copyrights were auctioned off to Toys R Us on
September 4, 2009 for $2.1 Million. Plans for KB Toys remains unknown.
FAO Schwarz - Upscale toy retailer headquartered in New York City. The store and its
Las Vegas satellite were purchased by the company on May 28, 2009.[16]
Kids "R" Us - A store chain no longer operating independently, Kids "R" Us deals in
children's clothing.
Babies "R" Us - Superstores specializing in clothing, furniture, toys and other accessories
for babies.
Scoops "R" Us - An ice cream restaurant in the flagship Times Square store.[17]
Bikes "R" Us - Bike store inside Toys "R" Us (UK only)
Geoffrey's Toys "R" Us/Geoffrey - Retailtainment stores named for Toys "R" Us' mascot
Geoffrey the Giraffe, offering toys, juvenile merchandise, and children's apparel all in
one location.
"Studio G" activity center. Mostly found in the American Midwest, but are also found in
Texas, Mississippi, and North Carolina
Toys "R" Us Toy Box (introduced in 2003) - This version of Toys "R" Us is found in
Albertsons, Giant, Jewel-Osco supermarkets, and stores in Hong Kong, Philippines and
Singapore.
Toys "R" Us/Kids "R" Us - co-branded stores found in markets not served by the
Geoffrey Stores.
Toys "R" Us Express - mini store version of Toys "R" Us, found inside Asian stores. (Hong
Kong, Macau, Malaysia, Taiwan (Republic of China), Wollongong, Australia and other)
Also found in some malls in United States
Imaginarium - Initially, Imaginarium was an independent chain of kids toy stores with a
focus on learning toys, with most of its stores located in malls. Toys "R" Us bought the
chain in 1999
Studio Alice- Found inside Toys "R" Us in Japan.
eToys.com - ecommerce site acquired February 12, 2009 from bankrupt The Parent
Company.
BabyUniverse.com - another ecommerce site acquired February 12, 2009 from bankrupt
The Parent Company.
ePregnancy.com - parenting resource website acquired February 12, 2009
Toys "R" Us, Inc. also owns other chains:

7. Now we are interested in
Toys “R” Us known
as a global brand or not?!
The answer is : YES

8. As we know Globalization is the process by which businesses create value
by leveraging their resources & capabilities across borders and include the
coordination of cross-border manufacturing & marketing strategies.
In today's changing global economy, it is extremely hard for companies to
build competitive advantage and even more difficult to sustain it. Products
of competitors catch up with cutting-edge technologies. Brand advantage
requires enormous amount of financial and human resources. Pricing is
highly competitive, so buyers always look for best offers and deals.

9. Toy’s “R” Us is one of the most recognized brands amongst several world markets. As
a global brand it meets inglobal level the demand for children’s toys.
It is an $11 billion dollar company with
approximately 1,600 stores worldwide. The
company is a market share leader in both the
U.S. and Japan, including 866 Toys“R”Us® and
Babies“R”Us® stores in the United States, and more
than 520 international stores and over 200 licensed stores in 33 countries and
jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz® brand and
sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City.
With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com,
eToys.com, FAO.com and babyuniverse.com, Toys“R”Us, Inc. provides shoppers with a
broad online selection of distinctive toys and baby products. Toys“R”Us, Inc. employs
approximately 70,000 employees worldwide. The company is committed to serving its
communities as a caring and reputable neighbor through programs dedicated to keeping
kids safe and helping them in times of need.
For nearly ten years, Toys“R”Us Times Square, the company’s international flagship store,
has delighted customers from around the globe as one of New York City’s top tourist
destinations. Featuring a 60-foot Ferris wheel, a 20-foot animatronic T-Rex dinosaur and a
life-sized Barbie dollhouse, the world’s largest dedicated toy store showcases spectacular
special attractions and a unique toy shopping experience.

10. It operates more than 415 Toys“R”Us®
, 20 Babies“R”Us®
, and
nearly 80 Side-by-Side toy and baby stores in the U.K., Japan,
France, Germany, Spain and Canada, among others.
Toys“R”Us, International has embodied a customer philosophy
of quality, value and selection under one roof that resonates
with parents around the globe. The company continues to
grow internationally, and made its most recent entry into a
new market in 2007 when it opened its first licensed location
in South Korea.
Toys“R”Us, Inc. continually tracks toy trends around the world,
and is able to move quickly when it identifies an emerging hot
product in any given country. For example, a popular item in
Japan could be the next big thing in Germany, and
subsequently make its way to the U.S., or vice versa. Being a
global retailer in the toy business year-round helps Toys“R”Us
obtain early indications on what’s hot, allowing the company
the opportunity to have the best in-stock position on must-
have items. Major movie releases, such as Iron Man 2 and Toy
Story 3, and successful television programs like Ben 10 and
Bakugan drive licensed product offerings around the world.
Toys"R"Us, International

11. Furthermore, regional management teams that
understand cultural nuances from country to country
contribute to the success of Toys“R”Us, International by
selecting merchandise and implementing programs that
are both relevant and meaningful to customers in a
particular market.

12. Positioning the global franchise for the
future, Toys“R”Us became a private
company in July 2005 when an
investment group consisting of affiliates
of Bain Capital Partners LLC, Kohlberg
Kravis Roberts & Co. (KKR), and
Vornado Realty Trust completed the
acquisition of Toys“R”Us, Inc. for $6.6
billion.
Since the acquisition, Toys“R”Us, Inc.
has become a leader in the industry
through its differentiated product
assortment and special offerings that
continue evolving to meet customers’
needs.

13. Relationship with
Part of the company's successful turnaroundlays in the partnership its Toysrus.com
unit formed with Amazon.com just over two years ago to sell toys online. Under the
agreement, Amazon.com is responsible for handling all orders, including shipping
and customer service, for Toysrus.com. The primary responsibility of Toysrus.com is
to choose the toys to offer online and make sure there's plenty of available stock.
Both companies will face challenges, however. For Amazon.com, the test will be to
make sure its complex fulfillment systems integrate seamlessly with Toysrus.com's.
The eTailer must also coordinate the tricky placement of products in distribution
centers to avoid cost overruns. Toysrus.com is faced with finding the right balance
between supplying Toys "R" Us stores and the web site with "hot" toys, so as not to
disappoint customers.

14. The uniqueness and success of the company
can partially be attributed to the
standardization of the business. Every store
is similar in shape, design, size and layout.
Customer’s can expect certain qualities or
features to be present at every store.
Advertisements and presentation including
uniform colors are used at all stores. Store
sizes are averaged at 54,000 square feet
and the design, down to each aisle, are
alike. The company is also successful
because of their central control systems
involving extensive computer networks.
These networks connect point of sale
terminal transactions with inventory levels
and inventory ordering. This process
ensures that the right amount of inventory
is in stock at the right time.
THE SUCCESS OF THE COMPANY

16. International locations
• Australia, established 1993, 36 stores
and 3 Babies "R" Us stores
• Austria, 14 stores
• Bahrain, 1 store
• Brunei, established August 2000, 2
stores
• Canada, established 1984, 70 stores
• China, established December 2006,
23 stores: 15 Toys"R"Us Main stores,
5 Toys"R"Us Express, 3 Toy Box
• Denmark, established 1995, 13 stores
• Egypt, 4 stores
• Finland, established 2006, 4 stores
• France, established 1987, 42 Stores
• Germany, established 1987, 58 Stores
• Hong Kong, established 1980, 8 Main
stores and 3 Toys "R" Us Express stores
• Iceland, established October 2007, 3
stores
• Ireland, established 2010, 1 store in
Dublin
• Israel, established 1995, 22 stores
• Japan, established 1989, 167 stores and
20 Babies "R" Us stores
• Kuwait, established July 5, 2009, 1
store[21]
• Macau, 1 Toys "R" Us Express store
• Malaysia, 22 stores: 7 Main stores, 11
Toys"R"Us Express stores, 4 Toy Box
• Mauritius, 2 stores
• Malta, 1 store
• Norway, 8 stores

17. International locations
Philippines, established July 1, 2006,
41 stores: 8 Main stores (including
former Kidz Station branches
acquired in December 2010) and 4
Toys "R" Us Express stores, 29 Toy
Box
Portugal, 8 stores
Qatar, 1 store
Saudi Arabia, established 1996, 10
stores
Singapore, established 1984, 6
stores:5 Main stores + 1 Toys"R"Us
Express stores
South Africa, established 1987, 25
stores
South Korea, established 2007, 10
stores
Spain, 45 stores
Republic of China, Taiwan, 18
stores: 8 Main stores, 8 Toys
"R" Us Express stores
Thailand, established 2005, 9
stores: 2 Main stores + 7 Toys
"R" Us Express
United Arab Emirates, established
1995, 6 stores
United Kingdom, established 1985,
75 stores and 3 Babies "R" Us
stores
United States, established 1948 as
Children's Supermart, changed
its name to Toys "R" Us in 1957,
866 stores
Sweden, established 1994, 14
stores
Switzerland, 7 Stores

18. Countries where Toys R Us is no longer active
Italy (1996-2000s)
Guatemala (90's closure)
Netherlands, established 1993, 17 stores. All stores
continued on March 3, 2009 as Toys XL. Toys "R" Us tried
to sell its stores in 1997, but encountered objections
from the European Competition regulator.
Turkey, the stores in Turkey are now changed to Toyiki,
because the firm that the Toys"R"Us brand was
franchised to wanted to create its own brand.

19. Toys"R"Us, Inc. Corporate Vision
At Toys“R”Us®
, we love
kids!
_____________________________
In delivering on their mission to be the
World’s Greatest Kids’ Brand, they not
only offer parents and families a broad
selection of products to create magical
playtime memories along with
everyday essentials, but they provide
the resources necessary to keep their
kids safe. For them, this is not a
revolutionary idea — it’s a core value
at the forefront of all they do.