In your new role as international marketer for Toys R Us, you have been asked to develop a written case in response to the written brief from senior management.
Toys R Us Senior Management Brief:
As part of its market development strategy, Toys R Us is looking into expanding its presence into new geographic areas (in this case India). Before they can enter this market, the international marketing director would like to have your insights on this potential expansion. This will serve as a basis for senior management informed decision to having a physical presence in this market. You are therefore asked to develop a report answering the following questions:
1. Systematically analyse the external (incl. competitive) environment of Toys R Us in India.
2. Critically discuss the key challenges Toys R Us is likely to face in India and how the company could respond to each.
3. Develop a set of strategic recommendations for Toys R Us potential entry in India. Can Toys R Us enter India and build a successful and sustainable marketing programme? Justify your answer.
You also need to provide a brief introduction and conclusion to the case.