Swot Analysis Of Toys R Us

The popular store Toys“R”Us was first open in 1948 in Washington D.C. by Charles Lazarus, who at the time was only 25 years old. The store first started with the name Children’s Bargain Town, a store that sold baby furniture. Now Toys“R”Us is a very well known company with 867 stores in the United states and 725 international store.
Charles Lazarus started the store after World War II ended and the baby boom period started. The baby boom period was when an increase of birth rate occurred. Charles realized the need for cribs rose causing him to open up his store. On his own he ran his store including the bookkeeping and delivering the merchandise to his customers. Charles realized to continue to keep his customers he needed to always satisfy

So they dived their market by the age, gender, family size, income, occupation, education, religion, race, and nationality. This helps them decided who their target market will become. The target market you would believe is kid but they do not earn an income so they need to a find a way to attract those who do. For example in Malaysia their target market are in the age group between 15 years old to 64 years old. Teens save their money they get and save up to buy the toy they want. Adults are targeted because they leave part of their income to get what they want as well. And young adults are target because they fit in the age group and purchase toys to buy to their kids so they can improve their education. They are the ones usually who buy the educational toys for their kids so they obtain knowledge from them. So their target market can vary in different locations because some teens maybe starting at age ten save an allowance and start buying their toys. One main target that will not change is the toy collector. Toy collectors are a target market that they know will return because they want to buy the news limited edition

They make sure they are on top of their competition. Even though there are stores that try to compete they fix their strategy to be able to be on top. They make sure they build customer relationship by following their vision and values. They are, “focused on creating the right environment to deliver results for our employees, customers, shareholders and community” (ToysRUSInc). The values are “by being rapid, real, reliable and responsible, we will best serve our customers, employees, shareholders, communities and kids” (ToysRUSInc). They do achieve customer satisfaction by the experience of their customers when finding a good quality