Toys “R” Us in 1999 (Spanish)

Published 24 Sep 2015
Reference 4896
Topic Strategy
Region North America
Length 41 page(s)

In 1999 Toys “R” Us faced the most challenging time of its history. After recording losses for the first time in 1998, it lost its number one position in toy retailing to Wal-Mart and was late in entering electronic retailing where eToys was pre-empting the competitive space. How would TRU be able to reaffirm its competitive position and improve its profitability?

Teaching objectives

The case allows an analysis of the strategy of “commitment” / “category killer”; its sustainability; the threats and opportunities of e-commerce to established players; and the strategy/viability of the new e-commerce competitors.

  • E-Commerce
  • Category Killer
  • Commitment
  • Supply Chain Analysis
  • Competitive Advantage
  • Industry Structure