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Essay / Research Paper Abstract
A 12 page research paper examining the recent fortunes of Toys R Us, the largest retailer of toys for kids of all ages, but mostly for the shorter ones. Considered 'unstoppable' throughout the 1980's, mass merchandisers, particularly Wal-Mart, stopped them very effectively in the early 1990's by using low-priced toys to attract more customers to their stores. Toys R Us has taken a hard look at their no-frills warehouse appearance and has decided to change it in hopes of making their stores fun places to be: if customers spend more time there, they'll spend more money, too. Nine references cited.
Page Count:
12 pages (~225 words per page)
File: D0_Toysrus.doc
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Unformatted sample text from the term paper:
throughout most of the decade of the 1980s.1 They were unbeatable and unstoppable-at least until those giant discounters decided that the typically low-margin toy market would be effective in
attracting customers to their stores. Michael Goldstein took over the position of CEO at Toys R Us, Inc., 38 months ago in February, 1994. Since then, the companys stock
has fallen 20% and "operating earnings have fallen 11% from results his first year." 2 The growth of Toys R Us had long been described as "unstoppable," 3 but
recent years have been a time of declining market share (down to 21% by the end of 1995 and now lower4) as the giant discounters increasingly use toys as loss
leaders.5 The company is involved in a still-pending case before the Federal Trade Commission of unfair price competition, and their push to further expand international operations has foundered.6
And the company says that shoppers no longer favor their no-style warehouse merchandising routines.7 II. The Current Situation Toys R Us overall loss in operating earnings may be at
11% now, but that percentage still shows marked improvement over the 18% loss in 1995 alone, and Goldstein announced early in 1996 a "wide-ranging strategy...aimed at refocusing every facet of
the companys business."8 Plans included: a major redesign for the existing toy stores; buying the companys largest competitor in the baby equipment market; and redesigning its childrens clothing
stores. In addition, the company is experimenting with combining all three chains (toys, baby equipment and childrens clothing) into one "megastore" concept.9 The markets response to the announced
plans of Toys R Us was encouraging: the companys stock gained 14 points, from 22 to 34, between January and November in 1996.10 As can be seen in
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