Toys Project
UNIVERZA V LJUBLJANI EKONOMSKA FAKULTETA
SPECIALISATION THESIS
Tatjana MEDIC
UNIVERZA V LJUBLJANI EKONOMSKA FAKULTETA PODIPLOMSKI STUDIJ
SPECIALISATION THESIS International Business Strategy Of Toys“R”Us For The Norwegian Market
Ljubljana, May 2002
Tatjana MEDIC
Conformation
Tatjana Medic, a student of the University of Economics in Ljubljana, hereby confirms to be the author of this specialisation thesis written under the guidence of Professor Tone Hrastelj. Pursuant to 1st paragraph of the 21st article of the Law of the author and legal rights I give the University of Economics in Ljubljana the right to use and publish this thesis.
Ljubljana, 23 May 2002
Tatjana Medic
Izjava Studentka Tatjana Medic izjavljam, da sem avtorica tega specialisticnega dela, ki sem ga napisala pod mentorstvom profesorja Toneta Hrastelja in skladno s 1. odstavkom 21. clen Zakona o avtorskih in sodnih pravicah dovolim objavo specialisticnega dela na fakultetnih spletnih straneh.
V Ljubljani, 23 May 2002
Tatjana Medic
International Business Strategy of Toys’R’Us for the Norwegian market
CONTENT OF THE PROJECT
Page Introduction to Thesis 1
1. Introduction To The International Business 1.1. 1.2. The field of International Business Operations and Influences in International Business
4 4 4
2. 2.1. 2.2. 2.3.
The Toy Market Characteristics of the Market The Consumer Behaviour Managing Risk in Toy Industry 2.3.1. Managing Demand 2.3.2. Managing Supply
6 6 9 14 15 17
3. The Company Toys“R”Us 3.1. 3.2. 3.3. 3.4. 3.5. Toys“R”Us as a Global Toy Producer and Retailer Vision and Mission of Toys“R”Us Company’s Strategy and Objectives Marketing Mix Toys“R”Us SWOT Analyse
17 17 19 20 21 26
4. Objectives Of International Business 4.1. 4.2. Country Evaluation and Selection Norway – A Profile 4.2.1. Geography and Climate 4.2.2. History 4.2.3. The Norwegian Economy 4.3. Foreign trade Regulations and Norway 4.3.1. Norway – GATT Member
SPECIALISATION THESIS
Tatjana MEDIC
UNIVERZA V LJUBLJANI EKONOMSKA FAKULTETA PODIPLOMSKI STUDIJ
SPECIALISATION THESIS International Business Strategy Of Toys“R”Us For The Norwegian Market
Ljubljana, May 2002
Tatjana MEDIC
Conformation
Tatjana Medic, a student of the University of Economics in Ljubljana, hereby confirms to be the author of this specialisation thesis written under the guidence of Professor Tone Hrastelj. Pursuant to 1st paragraph of the 21st article of the Law of the author and legal rights I give the University of Economics in Ljubljana the right to use and publish this thesis.
Ljubljana, 23 May 2002
Tatjana Medic
Izjava Studentka Tatjana Medic izjavljam, da sem avtorica tega specialisticnega dela, ki sem ga napisala pod mentorstvom profesorja Toneta Hrastelja in skladno s 1. odstavkom 21. clen Zakona o avtorskih in sodnih pravicah dovolim objavo specialisticnega dela na fakultetnih spletnih straneh.
V Ljubljani, 23 May 2002
Tatjana Medic
International Business Strategy of Toys’R’Us for the Norwegian market
CONTENT OF THE PROJECT
Page Introduction to Thesis 1
1. Introduction To The International Business 1.1. 1.2. The field of International Business Operations and Influences in International Business
4 4 4
2. 2.1. 2.2. 2.3.
The Toy Market Characteristics of the Market The Consumer Behaviour Managing Risk in Toy Industry 2.3.1. Managing Demand 2.3.2. Managing Supply
6 6 9 14 15 17
3. The Company Toys“R”Us 3.1. 3.2. 3.3. 3.4. 3.5. Toys“R”Us as a Global Toy Producer and Retailer Vision and Mission of Toys“R”Us Company’s Strategy and Objectives Marketing Mix Toys“R”Us SWOT Analyse
17 17 19 20 21 26
4. Objectives Of International Business 4.1. 4.2. Country Evaluation and Selection Norway – A Profile 4.2.1. Geography and Climate 4.2.2. History 4.2.3. The Norwegian Economy 4.3. Foreign trade Regulations and Norway 4.3.1. Norway – GATT Member