Bai Nghien Cuu Toys r Us-hc[1]

8/3/2019 Bai Nghien Cuu Toys r Us-hc[1]

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QUN TR CHIN LC GVHD: TS. Nguyn Thanh Lim

MC LC

A. TNG QUAN ...................................................................................................1I. GII THIU CHUNG .....................................................................................1

B. MI TRNG BN NGOI .......................................................................12

A. TNG QUAN

I. GII THIU CHUNG

1. Lch s hnh thnh v pht trin

Nm 1948 , h thng cc ca hng chi Toys "R" Us c khi u t

quyt nh ca chng thanh nin 22 tui Charles Lazarus. on c nhu cu v

dng tr em sp ny sinh trong thi k bng n dn s, Charles Lazarus bt

u bn cc vt dng tr em ti ca hng sa xe p ca b ng ta Washington,

DC. Mt hng chi nhanh chng c a vo bn v ca hng sa xe p

c i thnh Childrens Supermaket.

Nm 1952, Lazazrus bt u m hot ng siu th chi gim gi di

ci tn Toys R Us vi i l ti Rockville, Maryland

TOYS R US.INC Trang -1-


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Nm 1957, Toys R Us tr thnh tn gi chnh thc ca ca hng vi ch

R vit ngc c o. Mc d ci tn vit ngc ny gy ra s phn ng ca

cc ph huynh v gio vin bi li v cu trc nhng Lazarus bit n s to s

ch n tng.Vi nhn vt biu tng l hu cao c Geoffrey c gii thiu

vo thng 2 nm 1960 cng cu ht d nh I Don't Want to Grow Up, I'm a

Toys"R"Us Kid, Toys "R" Us dn tr thnh mt trong nhng biu tng c

yu mn v quen thuc trong mt khch hng.

Nm 1966, Lazarus c c 4 ca hng vi doanh thu 12 triu USD

hng nm. m rng kinh doanh, Lazarus bn cc ca hng ny cho

Interstate Sales, mt t chc bn l ln, v phn mnh, ng tip tc iu hnh

vic kinh doanh ca Toys R Us v ngy cng thnh cng.

Nm 1974, Intersale tuyn b ph sn, lc ny chui ca hng Toys "R"

Us pht trin ln n 51 i l.

Nm 1978, tip qun 63 ca hng bn l m Intersale li sau khi ph

sn, Lazarus i tn cng ty thnh tp on Toys "R" Us.

Nm 1983, cng ty m ca hng Kid R Us u tin chuyn bn cc dng tr em, doanh s vt hn 1 t la

Nm 1984, Toys R Us bt u m rng hot ng sang Canada, Anh v

Singapore. Sau Toys R Us mua li Baby Superstore v nhp vi Babies R

Us, dy chuyn cc sn phm dnh cho tr 1 tui.

Nm 1996, Babies RUs ra i, l chui ca hng sn phm chuyn

bit v nh bn l cc sn phm cho tr em hng u quc gia. Vi ca hng u

tin Westbury, New York, chui ca hng pht trin ln 250 a im trn

tan nc M v l ngi ng u khng th tranh ci trn th trng sn phm

thiu nhi. Cc ca hng cung cp cho cc bc cha m tr cng nh cc v ph

huynh tng lai mi th h cn cho nhng a tr ca h, bao gm mt b su



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tp cc sn phm dnh cho tr th, c cung cp t nhng nh sn xut hng

u vi gi c m cc b m u yu thch. Thin nin k mi bt u l mt ct

mc quan trng i vi Babies R Us khi t c du n doanh thu 1 t USD ,

c xem l dy chuyn bn l sn phm dnh cho tr s sinh ln nht th gii.

H thng Babys Registry thu ht nhng ng b b m tham gia nht so vi cc

h thng tng t khc trn khp nc M.

Nm 1997, cng ty mua li tp on Baby Superstore vi gi 376 triu

la v c sa i theo thit k ca Babies R Us.

Nm 1998, cng ty bt u bn hng qua mng v c nhiu thay i trong

c cu t chc. Trang web www.toysrus.com ra i nh du s tham gia ca

Toys R Us vo th trng bn l trc tuyn. Toy RUs quc t trc tip hat

ng, cp php v nhng quyn hn 670 ca hng Toy RUs v khang 35

ca hng Babies R Us ti 35 quc gia ngoi Hoa K bao gm c, Canada,

Php, B o Nha v Anh.

Nm 2000, Toys "R" Us thit lp quan h chin lc vi Amazon.com

tr thnh hai cng ty bn chi v video game trn mng ln nht

Nm 2006 , Kids World dng hot ng, c st nhp vo Toys "R" Us

v Babies R Us nh mt ca hng nh hot ng c lp

Nm 2009, Toys "R" Us mua li hai nhn hiu KB Toys v FAO Schwart

l hai chui ca hng bn l chi ln cng mt s website bn l thng mi

Hin ti, Toys R Us l nh bn l hng u th gii vi nhng mt hng

nh chi tr em, c gia nh, qun o tr em v th thao. Hn 60 nm

hot ng Toys R Us tr thnh im n a thch cho tr em vi s sp xp v

trang tr n tng cc chi, tr chi trong ca hng. Cng vi i ng nhn

vin giu kin thc, am hiu v lnh vc chi lun sn sng tr gip khch

hng, Toys R Us l mt ni uy tn trong vic tm kim nhng i chi hon ho.



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Vi gn 600 ca hng M, Toys R Us cung cp nhng b su tp chi tuyt

vi v c a chung v khng th tm thy ni khc cng nhiu gi tr to ln

trong mt ca hng.

Cng ty c tr s chnh M cng hot ng chu u, chu , chu i

Dng v c chu Phi . Hin ti cng ty c 585 ca hng M v 716 ca hng

34 nc khc thng hnh thc nhng quyn hoc cp php. Ca hng chnh

c t qung trng thnh ph New York l ca hng chi ln nht th

gii vi im ni bt l bnh xe Ferris sc s.

2. Lnh vc hot ng v cc sn phm

Hn 60 nm qua, Toys R Us tr thnh mt a ch a thch cho tr emcng nh ngi ln vi b su tp n tng v chi, game, th thao,

in t, phn mm, cc sn phm cho tr s sinh, qun o tr em v ni tht

cho thanh thiu nin. L nh bn l chi ton cu, Toys R Us vn lun tip tc

theo di cc s liu mua sm chi trn khp th gii c th dn u trong

vic nh dng v nh hng cc xu hng chi. Toys R Us cung cp 1 s

la chn tuyt vi bao gm cc lai chi mi, cc chi truyn thng, cc

sn phm c bit ca Toys R Us v nhiu gi tr tuyt vi khc trong cng 1 ca

hiu.

H thng ca hng ca Toys R Us bao gm nhng nhnh bn hng chnh

sau:

Toys R Us l chuyn gia gip bn tm kim mn chi hon ho nht.

Khi cc nh ngha truyn thng v chi thay i, Toys R Us tr thnhcng ty hng u trong vic cung cp cc la chn v sn phm sng to cho

1 th h tr con am hiu v k thut hin i ngy nay. T cc sn phm my

chp hnh k thut s n cc ph kin ipod, hay cc lai nhc c... Toys R

Us l a im cho cc sn phm in t mi v hp thi cho tr em.



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Toys R Us international

Vi hn 680 ca hngToys"R"Us v 20 ca hng Babies"R"Us 33 quc

gia nc ngoi, Toys"R"Us, International l n v hot ng kinh doanh nc

ngoi thnh cng, em li cc sn phm cht lng, gi tr v s la chn a

dng trong cng mt ca hng.

chc mng s m rng ca cng ty ra th trng quc t, tng thng

M lc l George H. Bush n Nht Bn khai trng ca hng Toys "R"

Us u tin Nht Bn. Ngy nay, Toys "R" Us c hn 20 nm hot ng trn

th trng ton cu v c bit n l mt nh bn l chi quyn lc nht.

Vo nm 2006 cng ty nh du 15 nm hot ng cc k thnh cng Nht

Bn v cng ty cng c hn 160 ca hng nc ny.

Babies R Us l nh bn l v chui ca hng chuyn bit v sn phm tr

s sinh hng u ti Hoa K cng nh l ngi ng u trong lnh vc cng

ngh cho thiu nin. K t khi m ca hng u tin cng ty tri nghim s

pht trin nhanh chng trn tan quc. Babies R Us chuyn bit ha bng mt

b su tp a dng cc sn phm cho tr s sinh v tr nh bao gm cc laini v hng ni tht, gh cho tr em ngi trn xe hi, xe y, sa bt, t lt,

cc ph kin phng ng, qun o cho tr s sinh n tr 48 thng tui, chi

v nhiu loi qu tng c o. L mt chuyn gia v tr em, Babies"R"Us

cng cung cp cc dng sn phm c quyn t Wendy, Bellissimo, Koala

Baby v Especially for Baby.

Cc website bn hng qua mng

Toysrus.com Hot ng t nm 1998, Toysrus.com l website hng u

trong vic bn hng cc sn phm t chi, video, game, hng ha cho tr

em v cc ng b b m. Website ny cng cung cp danh sch chi ln

nht th gii cho ngi ln .



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Babiesrus.com bn cc b sn phm tr em v cung cp h thng ng k

qua hng ngay trong ca hng Babies R Us khch hng c th d dng

la chn sn phm mi lc mi ni v gi qu cho cc ng b b m.

eToys.com v ePregnancy.com l cc website thng mi thnh lp t12/2/2009 t s ph sn ca cng ty The Parent c thit k h tr

vic giao hng v tip cn khch hng tim nng

ePrenancy.com l webssite v d liu khch hng thnh lp 12/2/2009 t

s ph sn ca cng ty The Parent.

Bn cnh cng ty cn c nhng ca hng chuyn bit hot ng trong cng

ca hng ln ni trn, nhng ca hng ny hot ng ty theo quc gia v thnhph

Bikes R Us ca hng bn xe p thuc bn trong ca hng chnh Toys R Us

(ch hot ng Anh)

Geoffrey's Toys "R" Us/Geoffrey Ca hng ny c vt biu tng l hu cao

c Geofrey cung cp chi, hng ha cho tr nh, qun o tr em. Hin nay

chui ca hng ny ch hot ng mt s bang nh Wisconsin, Kentucky,

San Antonio, Austin, Texas v ang c thit k li sau mt thi gian hot

ng c lp km hiu qu

Toys "R" Us Toy Box Ra i nm 2003 l mt phin bn ca Toys "R" Us

hot ng siu th Albertsons, Giant, Jewel-Osco v mt s ca hng

Hong Kong, Philippines v Singapore.

Toys "R" Us KidsWorld Mt m hnh siu ca hng c gii thiu nm

1996 Elizabeth, New Jersey gn ca hng ni tht IKEA. Chui ca hng

ny d c t chc li hot ng trong Toys R US v Babies "R" Us vo

nm 2006



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Toys "R" Us/Kids "R" Us Mt nhn hiu ca Toys R Us khng cn hot ng

t nm 2003

Toys "R" Us Express Chui ca hng thu nh ca Toys "R" Us hot ng

chu (Hong Kong, Ma Cao, Malaysia, i Loan), Wollongong, c v mts nc khc

Imaginarium Mt chui ca hng chi hc tp c lp, sau ny c Toys

R Us mua li vo nm 1999. Biu tng ca chui ca hng ny l Cosmo

( ch ch nh mu ta) v gio s vui v ( Professor Fun). Toys R Us l thit

k li Imaginarium thnh mt b phn ca Toys R Us.

Studio Alice- Found y l mt studo thu nh trong ca hng chnh Toys

"R" Us Nht Bn.

3. Th trng

Cng ty Toys"R"Us l nh bn l hng u chuyn v chi v cc sn

phm cho em b hot ng ch yu ti th trng M vi khong 585 ca hng

chim t trng 63% tng doanh thu. Ngoi ra, Toys "R" Us cng tch cc vn rath trng th gii vi hn 33 quc gia, em v cho cng ty mt lng doanh thu

khng nh.

Nm 1998 Toys "R" Us nhn thy tim nng trong vic tham gia th trng

thng mi in t, h trin khai nhiu website bn hng trc tuyn nh

toysrus.com, babiesrus.com, etoys.com...v to dng c danh ting ng k

nh tc pht trin v ph bin ca internet trn ton cu. Tng trng ca ccwebsite bn hng trn ngy cng c cng c nh vic mua li cc cc trang

web toys.com, ePrenancy.com. y l mt th trng tim nng m Toys "R" Us

ang tp trung khai thc tr thnh knh bn hng chin lc ca cng ty.

4. Thnh tu



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Trong danh sch 100 ca hng bn l chuyn dng ca American Express

c thc hin hng nm bi ban bin tp ca tp ch STORES thuc National

Retail Federation, Toys R Us c xp vo v tr th nht. K t nm 1990 tr

i, hu nh nm no Toys R Us cng ng u bng xp hng ny. Toys R

Us cn c phong tng danh hiu Ca hng bn l tt nht th k ca nh

xut bn Lebhar-Friedman.

Vi cng lnh ni b cng ty Chng ta chi chin thng, cng ty

ti sinh kh v tp trung vo vic nh v li quyn lc ca mnh trn th trng.

Kt qu t nhng n lc ca cng ty, vo nm 2006, doanh thu ca b phn

Toys"R"Us Hoa K tng ln u tin trong vng 6 nm qua so vi doanh thu ca

cc ca hng tng t. Doanh thu ca Toys"R"Us quc t v Babies"R"Us cng

tng 2.6% v 4.8%. V tng th, trong nm ti chnh 2006, cng ty t c

doanh thu 13.1 t la v li nhun rng 109 triu la.

II. VIN CNH, S MNH

Our Mission

We believe our business is built one customer at a time, and we are committed to

making each and every customer happy. Our goal is to be the "Worldwide

Authority on Kids, Families and Fun."

Chng ti tin rng cng vic kinh doanh ca chng ti c xy dng trn tng

khch hng v cam kt lm mi khch hng hnh phc. Mc tiu ca chng ti l

Tr thnh chuyn gia ton cu trong lnh vc tr em, gia nh v nim vui

Our Vision

Put joy in kids' hearts and a smile on parents' faces.



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duy tr nguyn tc ny thng qua mt h thng ca hng rng khp trn ton th

gii vi nhiu chng loi sn phm phong ph, p ng nhu cu khch hng mt

cch nhanh chng v hiu qu nht. n vi Toys R Us, tr em khng ch c

m chm trong mt khng gian y mu sc, m ngay c b m chng cng vy.

H c khng gian mua sm v gii tr tho mi vi mt cch trng by c sc

mang phong cch ring, khc bit.

* Mc ch ct li

Toys R Us tn ti trn vi mc ch ct li l em n hnh phc cho tr

em, v s tin ch cho b m chng. Trong qu trnh hnh thnh v pht trin,

toys R Us lun trung thnh vi mc ch ny. V thc s, h em n tui th

ng nh cho nhng a tr thng qua chng loi chi phong ph ti ca

hng, cc dch v vui chi i km, tr chi mang tnh hp tc, phi hp gia cc

thnh vin trong gia nh. Cc chui ca hng ca cng ty lun c thit k

thn thin, sng ng v vui nhn, khng ch l ni mua sm m cn l

mt thin ng chi. y nhng a tr cm thy ho hc vui sng cn

b m chng cm thy mn nguyn. Toys R Us lun n lc ci tin hot ng

ca cc ca hng, tch hp cc dch v tin ch. Tt c hng n nguyn l bn

vng ca t chc phc v tn tm tr em, gia nh v nim vui

b) Hnh dung tng lai

Mt cng ty tin ti hnh dung tng lai c th phi c mc tiu ln, to

bo v phi m t mc tiu mt cch c th v sinh ng. Trong khi t tng ct

li l sn phm ca qu trnh khm ph th vic to ra hnh dung tng lai li l

qu trnh sng to. Thnh cng caToys R Us nm trong vic to nhng sc

mnh ca t chc nh cch thc ch yu ca h trong vic sng to tng lai.



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Vi mt nim tin vng chc c cng c bi gi tr v t tng ct li

trn, Toys R Us v nn tng lai mt nh bn l chuyn chm sc tr em v gia

nh hng u th gii.

2. S mnh

Bn tuyn b s mnh l mt mnh lnh then cht v cch thc m mt t

chc nhn nhn v cc i hi ca cc bn hu quan.

We believe our business is built one customer at a time, and we are committed to

making each and every customer happy. Our goal is to be the "Worldwide

Authority on Kids, Families and Fun."

Tuyn b s mnh ca Toys R Us khng nh r rng nh hng kinh

doanh ca cng ty l khch hng. Cng ty ch trng chm sc tng khch hng

v tn tm lm cho h hnh phc kt ni h vi nhng gi tr ca cng ty. Nu

tuyn b vin cnh ca Toys R Us cho ta thy m t gic m v s kin nh v

mc ch m n tn ti th s mnh din dch vin cnh theo cch thc hn. C

th vin cnh em li nim vui trong tim nhng a tr v n ci trn gng

mt cc bc b m c c th hn trong s mnh Tr thnh chuyn gia tonth gii trong lnh vc chm sc tr em v gia nh. S mnh ny thc y cng

ty trong cc quyt nh chin lc v phn b ngun lc. Vi mc tiu Tr

thnh chuyn gia chm sc gia nh Toys R Us pht trin chui ca hng, tng

ph hng, tch hp dch v tin ch cho khch hng. S mnh Toys R Us em

li mt mc tiu ngha pht trin, em li ng lc cho cng ty ci tin cch

thc kinh doanh t n mc tiu thch thc chuyn gia th gii v tr em,

gia nh v nim vui.

Ngy nay, Toys R Us tip tc hot ng vi phng chm mang n cho

khch hng nhng gi tr v la chn c o. ng thi h cng lun theo st



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nguyn tc kinh doanh ca ngi sng lp cng ty - lun lun lng nghe ting ni

ca khch hng.

GII HN PHM VI NGHIN CU

Tp on Toys "R" Us hot ng hn 60 nm trong lnh vc bn l chi v hng tiu dng tr em M v nhiu nc trn th gii. Trong bi nghin

cu v tp on bn l chi dn u th gii ny, chng ti gii hn phm vi

nghin cu ca mnh nh sau:

Thi gian: T nm 2000 n nay

Khu vc nghin cu: Hoa K

B. MI TRNG BN NGOI

I. MI TRNG V M

Mi trng v m l ni m cc ngnh v doanh nghip tn ti, bao gm 6

phn on mi trng ch yu nh: kinh t, chnh tr - php lut, vn ha - x

hi, nhn khu hc, cng ngh v ton cu. Nhng thay i trong mi trng v

m c th c tc ng trc tip n bt k lc lng no trong ngnh, do

n lm bin i sc mnh tng i n cc th lc cnh tranh trong ngnh v

vi chnh n, cui cng l lm thay i tnh hp dn ca mt ngnh. Ni n

gin, cc mi trng v m thng xuyn thay i s tc ng n hot ng

kinh doanh ca doanh nghip.

1. Mi trng kinh t

a) Nm 2008 Bc tranh khng my sng sa

* Khng hong kinh t

y l vn xuyn sut, trng tm ca kinh t th gii nm 2008 v ko

di cho n nay. Nguyn nhn su xa ca cn a chn ti chnh bt ngun t



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khng hong tn dng v nh t ti M. Bong bng bt ng sn cng lc cng

phnh to t th trng nh t v tip l tn dng ti M cng nh nhiu

quc gia chu u vo th nguy him. Nhng bt n t hot ng cho vay di

chun khin gi nh st gim mnh, th trng nh t ng bng. Cuc khng

hong t lan t th trng bt ng sn sang th trng tn dng v cui cng

dn n khng hong ti chnh ti M v trn sang nhiu nc chu u, khin

nhiu cng ty ln ph sn.

Tnh trng th trng ti chnh ng bng ngy cng ti t khin Ngn

hng Trung ng M 8 ln ct gim li sut, t li sut c bn t 5%

xung ch cn 0,25%. Tnh trng ng bng ca h thng ti chnh cn tip tc

dn n s gim st trong cc hot ng sn xut ca doanh nghip cng nh chi

tiu ca ngi dn. H qu ca tnh trng trn l nhiu doanh nghip ph sn v

y t l tht nghip ti nhiu quc gia tng cao, chi tiu v ch s lng tin ca

ngi tiu dng ri xung mc thp nht trong nhiu nm.

Tnh nghim trng ca cuc khng hong ti chnh ton cu khin chnh

ph M khng th khng can thip. Ni v cc k hoch gii cu quy m ln ca

M, cn nhc ti k hoch 700 t USD dnh cho ngnh ti chnh v k hoch 800

t USD ph bng th trng tn dng, k hoch mua thng phiu tng

tnh thanh khon cho cc doanh nghip khng thuc ngnh ngn hng, k hoch

cu cc con n a c khi mt nh Bn kia b i Ty Dng, sau nhiu

tranh ci, cc nc s dng chung ng Euro cng i ti mt k hoch gii cu

tp th cho ngnh ti chnh ca mnh.

Cuc khng hong ti chnh ti t nht t i khng hong 1929 ti nay

y ng lot c ba nn kinh t ln nht th gii l M, Nht Bn v khu vc s

dng ng tin chung chu u (Eurozone) vo suy thoi. y l ln u tin,

M, Nht v chu u cng suy thoi t nm 1945 ti nay. Suy thoi ti cc nn

kinh t ln - ng thi l th trng xut khu ch cht ca cc nn kinh t ang



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ni ln - ko tc tng trng st gim trn phm vi ton cu, bng ma khng

hong ph rng khp th gii.

* Lm pht

na u nm 2008, trong bi cnh th trng du th lin tip lp k lcv thiu cht na chinh phc mc 150 USD/thng, lm pht l ni lo ca nc

M v ca c th gii. Tuy nhin, cng v cui nm 2008, ni lo ny cng gim

bt cng vi s i xung nhanh cha tng c ca gi nhin liu. Mc d vy, M

li phi ng u vi mt mi e da mi l gim pht - mt vn ng ngi

khng km g lm pht.

Ti M, trong thng 11/2008, CPI gim vi tc k lc 1,7% sau khi gim 1% trong thng 10. T u nm 2008 ti nay, CPI ca M ch tng c

0,7%, so vi mc tng 4,1% trong c nm 2007. Chi tiu ca ngi dn gim

mnh lm cc nh sn xut M khn n, tn kho v st gim doanh s tiu th

sn phm gy nn s st gim doanh thu v cc cng ty lm vo suy thoi.

b) Nm 2009 Tnh hnh s sng sa hn?

* Kinh t M phc hi v mt k thut

Trong 2 tun cui thng 7 v u thng 8, B Thng mi M cng b

2 ch s thng k quan trng l tng sn phm quc ni (GDP) ca M trong Qu

II, 2009 v s liu v cng n vic lm trong thng 7. C hai nhm s liu thng

k ny u tch cc hn mong i. Cng thm vi kt qu kinh doanh trong qu

II ca phn ln cc doanh nghip M kh hn so vi d on, th trng c l

do chc chn n mng.

c th ni v mt cuc phc hi y th cn thm hai iu kin na,

l tnh trng cng n vic lm c ci thin v ngi dn tiu dng nhiu

hn. Tiu dng c nhn vn chim hn 70% trong GDP ca M gim vo Q2,



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ni tip suy gim trong nm 2008 sau khi c tng ln mt cht trong Q1 2009.

S liu v cng n vic lm trong thng 7 cho thy khu vc t nhn trong nn

kinh t M gim dn tc sa thi nhn cng. Theo thng k ca B Thng

mi, con s nhng ngi tham gia lc lng lao ng ca M t thng 5 tr li

y lin tc gim. C l v l do ny m nc M c t l tht nghip gim trong

khi vn ang lin tc mt thm nhiu vic lm.

Tm li kinh t M nhiu kh nng s phc hi vo cui nm nay. Tuy

nhin, y ch l s phc hi v mt k thut v tnh trng cng n vic lm vn

tip tc ti i (mc d vi tc chm hn) v ngi dn vn tip tc tht lng

buc bng ch cha m rng hu bao chi tiu. V s phc hi ch l v mt k

thut (th d cc doanh nghip tng sn xut lu kho), n s khng phi l s

phc hi c bo m bn vng.

* Th trng hng ha s kh quan hn

Sau na u nm 2008 tng cao k lc, th trng hng ho gim gi

mnh vo 6 thng tip theo, song sang n qu I/2009, tc gim gi chm

dn li. Reuters-Jefferies CRB - ch s gi 19 mt hng ch yu giao dch M -

nng lng, kim loi, ng cc v cc hng ho nh trong qu I/2009 ch cn gim

25%, sau khi gim 35% trong qu IV/2008. Thi k en ti nht ca th

trng hng ho c th qua.

V mt hng du th, cc nh phn tch u c chung nhn nh rng mc

gi trung bnh trong qu II nm nay s l trn 47 USD/thng. Kt thc nm 2008,

du th cht mc gi 44,60 USD/thng, v sau nhiu thng trm, hin mt hng

ny ang di mc 50 USD/thng.

Vng c th s gim xung di mc 950 USD/ounce trong my thng ti

nu p lc lm ph khng gia tng. Gi vng k hn thng 6 ti M hin vo



16/82


khong 920 USD/ounce, tng so vi mc 886,20 USD/ounce lc kt thc qu

IV/2008, song gim nhiu so vi k lc trn 1000 USD/ounce ca nm nay.

V nng sn, cc nh phn tch d bo gi ng v u tng s tng ln do

din tch gieo trng gim, cn gi la m s gim bi d tr tng.

c) Nhn xt:

Tnh hnh kinh t suy gim s lm cho tiu dng trong ngnh chi gim

tng ng, bi v cc h gia nh s tht cht chi tiu i vi cc mt hng ngoi

nhu yu phm. Trong thi gian ti mc d tnh hnh kinh t th gii c d

on s kh quan hn nhng vn khng th phc hi t mc nh trc y, v

th ngnh bn l chi vn phi iu chnh chin lc ph hp vi nhngkh khn trc mt.

2. Mi trng cng ngh

Cng ngh sn xut chi c nhng bc chuyn ngon mc trong

nhng nm gn y. Nu trc y, tr em ch c chi cc tr chi truyn

thng hay nhng chi c tnh cht th cng hoc mang cng ngh n gin

nh tu, xe, robot chy bng pin, th ngy nay vi s tin b ca khoa hc k

thut cng nhng cng ngh cao, chi cho tr em ngy cng tinh vi hn.

Cc hng sn xut chi v cc nh bn l M ang ua nhau tung ra

nhng thit b cng ngh mi dnh cho cc b 3 tui tr ln, v thm ch c cc

b di 3 tui. Nm trong danh sch nhng mn chi ht hng nht trn

Amazon.com l Easy Link Internet Launch Pad, mt chi gip tr truy cp

vo nhng trang web ph hp vi la tui mu gio, v Smart Cycle, mt chic

xe p th dc c kt ni vi my chi game video. Cng ngh t t xm

nhp vo lnh vc sn xut chi trong vi nm tr li y, v xu hng ny

hin ang tng tc mnh m.



17/82


Hin cc loi chi cng ngh chim ti 5% th trng chi vi

doanh s 23 t USD/nm ca M. Xu hng chi cng ngh thc s l mt c

hi ln m cc hng chi ang tch cc nm bt. Hng LeapFrog mi y

tung ra mt loi my vi tnh s dng TV lm mn hnh v c bn phm ring

gip cc b hc nhng k nng c bn ca my vi tnh. Thm ch c nhng th

chi chng lin quan g n cng ngh gi y cng c cng ngh ha.

Nhiu con ging v bp b hin c a ln mng cc b c th chn

trang phc v mc cho chng .

Cc bc s nhi khoa v cc chuyn gia gio dc cho rng, vic tip xc

nhng hnh nh trn mn hnh qu nhiu s lm suy gim kh nng tng tng

ca tr. Tuy nhin, i vi nhiu em b, nhng mn chi truyn thng khng

c mn hnh, dy cp USB v th nh l nhng th li thi. chi cng

ngh cho tr em ang khin nhiu ngi lo ngi. Hip hi Bc s nhi khoa M

phn i vic cho tr em t 2 tui tr xung tip xc vi cc loi mn hnh v

khuyn co khng nn cho tr ln hn tip xc vi my tnh hoc TV qu 2 gi

ng h mi ngy. chi cng ngh khng th thay th nhng tr chi tng

tng m , tr c th pht trin tr tng tng, kh nng tng thut vc tng tc vi bn b cng trang la v cha m.

S pht trin ca chi cng ngh mang n c hi cho cc nh sn xut

v bn l chi, v chng c gi tr v li nhun cao hn. Tuy nhin cng gy ra

e da cho ngnh chi truyn thng, cc nh bn l phi c chin lc ph

hp hn ch s cnh tranh gia hai mt hng ny v c chin lc phn phi

hp l cho tng th trng.

3. Mi trng vn ho x hi

M l mt quc gia a sc tc, v th nn vn ha ht sc a dng. S pht

trin v kinh t v s a dng vn ha bin nc M thnh mt th trng v



18/82


cng ln v nhu cu rt phong ph. Mi bang M c coi nh mt quc gia

ring l vi th trng rng ln nhng cng c nhng s khc bit v vn ha,

chnh v th cc mt hng tiu dng cn phi p ng tt c cc nhu cu ca

ngi dn v c nhng nhu cu ring bit ca th trng tng bang. Ngnh bn

l chi cng khng nm ngoi quy tc ny, cc cng ty bn l phi tm hiu k

th hiu ca khch hng tng bang c chin lc u t pht trin cc ca

hng, thit k v mt hng ph hp.

chi tr em M hin nay ang dn b nhum bn bi bo lc. Cc

chi m phng sng n hay cc v kh chin tranh ln p dn cc chi c

tnh cht gio dc. Tr em thch th cm nhng cy sng ging nh trong cc b

phim anh hng m chng c xem, b qun cc chi xp hnh hay vui.

Cc chi bo lc ngy cng c ch to tinh vi, c th coi nh l mt v kh

thu nh, n gy tc hi rt ln i vi tr em. Cc chi ny lm tm l tr em

b bin i, gy ra ham thch bo lc t nh, v c th nh hng xu n con

ngi sau ny ca tr. Xu hng ca ph huynh M hin nay ang hng dn

n cc mt hng chi c tnh tr tu v gip pht trin nhn cch con tr.

4. Mi trng nhn khu hc

Theo nghin cu do Vin Dn s Th gii ca c (DSW) thc hin, s

dng cc s liu thng k sinh sn mi nht. Theo , dn s th gii hin ang

tng 80 triu ngi mi nm v ang mc gn 6,6 t ngi. D on trong 6

nm ti, dn s th gii s mc 7 t ngi v n nm 2050 s ln ti 9,2 t

ngi. Trong , dn s Trung Quc l 1,3 t v n l 1,1 t, chim 1/3 dn

s th gii. Dn s M nm 2008 l trn 303 triu ngi.

Mt du hiu ng mng l s gia tng dn s M, nc M ang tri

dy hn v mt dn s, c tnh 70 nm sau dn s M tng gp i so vi mc

hin nay.Trong s cc nc cng nghip, nc M ang ng u v t l gia



19/82


tng dn s. T l tng dn s ca M hng nm vo khong 0.9%. Mi ngy th

gii c thm 218.030 tr em cho i, t l tr em M chim 4% ca th gii

nhng th trng chi M li chim n 33% ca th gii, y l mt c hi

ln cho cc nh bn l chi pht trin hot ng kinh doanh y.

5. Mi trng chnh tr - php lut

a) Chnh tr

M c tng thng da mu u tin: Barack Obama, 44 tui to nn mt

hin tng mi trong dng chy ca lch s, ca i sng chnh tr th gii khi

ng c c tng thng th 44 ca M vi t cch l ngi M gc Phi. S kin

ny lm chn ng ton th gii. Gi l hin tng, v khi nhn dn M bumt ngi da mu, mt ngi M gc Phi lm tng thng th 44 ca mnh, h

chn s thay i. C ngha l vi Obama, th gii ang ghi nhn mt ct mc

trong hnh trnh t duy ca con ngi trn con ng cha c tn trn bn .

Khi ngi M b phiu cho Obama, h b phiu cho mt kht vng i mi

cuc sng.

b) Lut php

chi tr em l mt mt hng lin quan trc tip n sc khe ca tr em

nn n dc quan tm c bit. Cc nc trn th gii u c cc b lut v tiu

chun cho chi tr em by bn trn th trng nc mnh. Cc tiu chun v

an ton chi tr em a ra cc thng s k thut, cc yu cu kim nghim,

yu cu v an ton i vi ngi tiu dng, nh gi c hi ca ch, sng

hi, tnh d chy, cc loi sn, mu, ngun np in v cc hng mc khc.

M, thng 8/2008, Lut Nng cao an ton Sn phm tiu dng

(Consumer Product Safety Improvement Act) c thng qua. B lut ny sit

cht khi lng ch v cc hp cht phthalates c cha trong chi tr em.

Theo nh gi ca cc nh phn tch, b lut ny c coi l mt tiu chun ch



20/82


to chi kht khe nht trn th gii. y l mt sc p i vi cc nh bn l

chi, bt buc h phi tht cht tiu chun chi c by bn trong ca

hng mnh v chp nhn mt thm chi ph chuyn qua hp tc vi cc nh sn

xut chi tt hn v c tiu chun sn xut cao hn.

6. Mi trng ton cu

a) Th trng chi th gii:

Theo s liu t cng ty nghin cu th trng NPD trong bn bo co Toy

markets in the world 2008, bt chp khng hong, th trng chi th gii

nm 2008 vn tng trng 5,3%, t gi tr khong 75,7 t USD. Theo s liu

thng k th th trng chi cc nc trn th gii u c mc tng trngdng, tuy nhin th M li l nc c mc tng trng m, t mc -6%.

Tuy vy, M vn l nc c th trng chi ln nht th gii, t con s

21 t USD nm 2008. Nu xt theo s liu nm 2007, th trong s 10 th trng

chi ln nht th gii, M l nc ng u vi 22,2 t USD; thm ch hn c

5 nc xp theo sau cng li. C th ni, M l thin ng ca cc nh sn xut

chi.

b) S ln mnh ca chi Trung Quc:

Trung Quc hin ang l nh sn xut v xut khu chi ln nht th

gii. Theo s liu ca Hip hi chi Trung Quc cho thy hn 8.000 cc hng

ch to chi Trung Quc ang sn xut ra hn 30.000 loi chi tr em.

Cc s liu thng k cho thy xut khu chi ca Trung Quc nm 2005 t

tng s 15,18 t USD.

M l nc nhp khu chi Trung Quc ln nht, tip n l EU. M

v EU chim n 70% hng xut khu chi ca Trung Quc. Tuy nhin,

chi do Trung Quc sn xut khng c c danh ting tt nht. Nhiu loi



21/82


khng t tiu chun hoc b coi l sn phm ca nhng nh my "bc lt nhn

cng". Trc mi quan tm ngy cng tng ca cng chng lin quan n cht

lng v an ton ca chi tr em, cc nh bn l chi trn th gii ni

chung v M ni ring ang ng trc sc p phi hn ch nhp khu chi

Trung Quc, iu ny s dn n s tng cao v chi ph v thiu ht ngun hng.

II. NGNH V CNH TRANH

Theo Michael E. Porter, c 5 lc lng nh hng cnh tranh trong phm

vi ngnh. Khun kh ny ca Porter c th hin trong m hnh sau:

1. Nguy c ca i th cnh tranh tim tng

Trong ngnh kinh doanh bn l chi, ro cn nhp cuc thp nn cc

i th cnh tranh tim tng s l nhng mi e da ln i vi cc doanh nghip

trong ngnh nh Toys R Us. Nh kinh t hc Joe Bain xc nh ba ro cnnhp cuc l: s trung thnh nhn hiu, li th chi ph tuyt i v tnh kinh t

ca quy m.

a) S trung thnh nhn hiu


S ganh ua cacc cng ty hin c

Nguy c ca cc i

th tim tng

edacaccsnphmthayth

Nnglc

thng

lngca

ngimuaN

nglc

thng

lngca

ngicung

cp


22/82


S trung thnh nhn hiu ch s a thch m ngi mua dnh cho sn

phm ca cc cng ty hin ti. i vi ngnh chi, ngi tiu dng l b m

nhng khch hng chnh thc l tr em. Th hiu ca tr em bt ngun t hnh

dng v tnh cht c bit ca chi ch khng phi t thng hiu. V vy, s

trung thnh nhn hiu trong ngnh chi l thp, khch hng la chn sn

phm t nh bn l bt k min p ng c nhu cu v hnh thc hay tnh nng

v gi c

Chnh v vy nhng nh cung cp ln v uy tn nh Walmart v Toys R

Us c mt chin lc bn hng khc nhau to ra mt lng khch hng trung

thnh ring. Mt cng ty mi gia nhp ngnh phi cnh tranh gay gt vi cc i

th c trn th trng v to cho mnh mt tng lp khch hng trung thnh

ring.

b) Tnh kinh t ca quy m:

R rng trong ngnh sn xut chi th tnh quy m l li th rt ln cho

cc doanh nghip bn l i trc. chi l hng ha thng dng v thng

c sn xut hng lot, v th cc doanh nghip i trc lun c c th trng

cng nh ngun cung cp quy m ln. Cc doanh nghip bn l mi gia nhp b

buc phi nhp cuc vi quy m nh v b mt li th v chi ph, hoc phi chp

nhn mo him nhp cuc bng cch nhp hng quy m ln v chu chi ph

vn ln.

c) Chi ph chuyn i

Trong ngnh chi, khch hng khng chu s ph thuc vo sn phmca mt cng ty nht nh, chnh v vy h khng phi b ra chi ph khi chuyn

t sn phm ca cng ty ny sang sn phm ca cng ty khc. Mt khi s thch,

th hiu thay i th khch hng c th d dng chuyn sang tiu dng sn phm

ca cng ty khc m khng phi b ra bt k chi ph no nh l mt s ngnh



23/82


khc (nh ngnh my tnh, ). Cc sn phm chi rt a dng v thng

khng b buc khch hng bt c iu g, c chng ch l cc mt hng chi

c tnh cht su tp ca mt hng bt k, tuy nhin hnh dng ca chi rt d

bt chc nn iu ny cng khng nh hng lm n khch hng.

d) Cc quy nh ca chnh ph

Mt hng chi b b buc trong khun kh cc lut v tiu chun an

ton cho tr em. Ngoi ra nhng nh bn l ln cn phi chu nh hng bi cc

quy nh v chng c quyn, p gi...V th cc nh bn l tim tng c nhiu c

hi tham gia ngnh nu h p ng c cc tiu chun v an ton

e) S tr a

Trong ngnh bn l chi, cc i gia trn th trng thng s dng cc

chiu thc tr a cc i th mun xm nhp. Vi u th v th trng v qui

m, cc ng ln trong ngnh chi c th s dng cc chin lc v gi tn

cng cc i th mi gia nhp ngnh.

2. Cnh tranh gia cc i th cnh tranh trong ngnh

xem xt mc cnh tranh, cng ganh ua ca cc i th trong

ngnh, cn phi tnh n 3 nhn t chnh: (1) cu trc cnh tranh ngnh, (2) cc

iu kin nhu cu, (3) ro cn ri ngnh.

a) Cu trc cnh tranh

Ngnh bn l chi l mt ngnh phn tn v ngnh chi hin bao

gm rt nhiu cng ty hot ng v t c cng ty gi a v thng tr. Chnh vvy ro cn nhp cuc cho cc i th mun xm nhp ngnh kh thp v cc sn

phm bn l cng t to s khc bit va nguy c xy ra cnh tranh v gi l rt

cao.



24/82


Nm 2003 khi Wal- Mart m t gim gi mnh vo dp l hi- ma bn

hng chnh ca cc hng chi gy ra mt tc ng hng lot n cc nh

bn l chi ln trong ngnh lc nh Toys R Us, KB Toys, Target, K-Mart,

FAO- Schwartz. Mc gi Wal- Mart a ra thp hn 12% so vi Toys R Us v

thp hn 8% so vi Target. Ngay sau , hai cng ty bn l Toys R Us v Target

c nhng ng thi p tr khi h gi mt mt hng n khch trong vng 30

ngy vi mc gi thp hn Wal- Mart. Cuc chin tranh gi do Wal- Mart khi

xng ny lm Toys R Us thit hi vi mc doanh thu qu III thp hn nhiu

so vi cng k nm trc, dn n vic ng ca ca chui ca hng Kid R Us,

cc trung tm Imaginarium cng nh y cc chui ca hng KB Toys v FAO

Schwartz n b vc ph sn.

Ngnh bn l chi to iu kin cho cc i th d thm nhp ngnh v

e da cc cng ty trong ngnh v nguy c v chin tranh gi l rt cao. gim

bt e da cc cng ty c xu hng cnh tranh trn v qung co, khuyn mi

cnh tranh, thit k nhm to dng lng trung thnh khch hng hoc tm mt

phn khc th trng nh trnh s tn cng ca cc hng ln nh Settlers ca

Catan v Carcassone chuyn v nhp khu v phn phi c quyn chi caocp.

b) Cc cng ty cnh tranh

Ngnh bn l chi vi s cnh tranh khc lit t nhiu i th cnh

tranh c trong khu vc v trn th gii, khng t nhng tp on bn l ln

ph sn hoc b mua li nh KB Toys, FAO- Schwartz. Hin nay trong ngnh c

mt s cng ty ln nh

Wal-Mart

Toys R Us

Target



25/82


c) Cc iu kin nhu cu

S tng trng ca ngnh bn l chi c nh gi kh trin vng vi

t l tng trng tng u qua cc nm. Khi th trng chnh ca ngnh bn l

chi l M ang dn chng li v c du hiu gim, cc cng ty bn l chi

ang c xu hng chuyn dch sang nhng tht trng mi vi mc tng trng

th trng cao hn nh Nht Bn, Anh, Php, Trung Quc, c, n ,

Canada...

d) Ro cn ri ngnh

Vi ngnh bn l ro cn ri ngnh l mt trong nhng nhn t dn n s

cnh tranh gay gt v chin tranh v gi. Khi ri ngnh, cc cng ty ny phi chucc ph tn v u t cc chui ca hng bn l rng khp, tin lng tr cho

nhn vin bn hng ln cng nh danh ting v mt nhn hiu bn l c

bit n trn th trng.

3. Nng lc thng lng ca ngi mua

Ngnh bn l chi l ngnh phn tn v c p ng bi nhiu cng ty

nh Wal-Mart, Toys R Us, Target, Gamestop, Sear...cc khch hng c th

chuyn i gia cc cng ty v kch thch cc cng ty chng li nhau gim gi.

Chnh v kh nng chuyn i cao ngnh bn l chi c nng lc thng

lng ca ngi mu kh cao. Ngi mua s chn ca hng bn l thun tin, tha

mn tt nht nhu cu ca h vi mc gi hp l nht.

4. Nng lc thng lng ca nh cung cp

Nh cung cp ca cng ty l cc hng sn xut chi trn th gii nh

LEGO an Mch, Mattel vi cc nhn hiu bp b Barbie, cng cha, nng

tin Disney, xe tng Thomas, Thomas v nhng ngi bn, Elmo..., cc nh cung

cp chu . Hin ti, s hng tham gia hot ng sn xut chi ngy cng



26/82


tng, nht l cc hng ca Trung Quc, vi kh nng sn xut khng l, chi ph

r, mu m li a dng. iu lm cho nng lc sn xut tng ln, ngun cung

di do. Kt qu l nng lc thng lng ca nh cung cp yu i.

5. Cc sn phm thay th

Cc sn phm sn phm cng ngh cao hin nay nh my tnh, laptop, in

thoi di ng, ipod, ... c xem sn phm thay th e da cc chi truyn

thng hin nay. Nhng tr em ngy nay mun cm mt chic in thoi tht vi

chc nng nghe nhc chp nh hn l mt chic in thoi chi, v vy dn

n xu hng tch hp cng ngh cao trong nhng sn phm chi tr em

gim s e da v cnh tranh cho cc chi truyn thng

III. LC LNG DN DT S THAY I TRONG NGNH

Lc lng dn dt ngnh gip cho cng ty tm ra cc thay i trong ngnh.

p dng vo ngnh chi tr em ca Toys R Us ta c th xem cc tc ng sau

y nh l cc lc lng dn dt quan trng nht:

1. S thay i v mc tng trng di hn ca ngnh

Nhng nm gn y, chi tr thnh mt trong nhng mt hng tng

trng nhanh ca th trng quc t, tng lng tiu th hng nm vt qua

73 t USD. chi pht trin tng i nhanh c lin quan ti vic ngi ln

tham gia vo lnh vc tiu th.

Theo thng k, th trng M, chi by bn hng nm ti 150 nghn

loi, mi nm c khong 3 nghn loi sn phm mi tung ra th trng. Khi bc

vo thp nin 80, chi ph v quy lut thng thng trc nay ch thuc v

tr em, ngy cng c s ca mi la tui.

Ngnh chi trn th trng quc t ang tng trng rt nhanh v vy

n s hp dn nhng cng ty khc vo ngnh v n cng khuyn khch cc cng



27/82


ty hin hu u t tng thm vo nng lc sn xut. iu cho thy Toys R

Us ang phi i mt nhiu i th cnh tranh v h phi u t tng thm nhiu

vo nng lc sn xut mi c th ng vng trn th trng

2. Ci tin sn phm, ci tin cng ngh, thay i marketing

Ngnh chi tr em chu s nh hng rt ln t vic ci tin sn phm,

thay i cng ngh va thay i marketing. Khch hng ca ngnh chi tr em

lun quan tm ch sn phm trong ngnh. Ci tin sn phm lm cho khch

hng c nhiu la chn hn bng vic to ra nhiu mu sn phm mi, to ra s

khc bit cho sn phm. Toys"R"Us cung cp 1 s la chn tuyt vi bao gm

cc lai chi mi, cc chi truyn thng, cc sn phm c bit ca

Toys"R"Us v nhiu gi tr tuyt vi khc trong cng 1 ca hiu. Khi cc nh

ngha truyn thng v chi thay i, Toys RUs tr thnh cng ty hng

u trong vic cung cp cc la chn v sn phm sng to cho 1 th h tr con

am hiu v k thut hin i ngy nay. T cc sn phm my chp hnh k thut

s n cc ph kin ipod, hay cc lai nhc c, v vn vn, Toys"R"Us l a

im cho cc sn phm in t mi v hp thi cho tr em. Do ,nh ci tin

sn phm m Toys"R"Us c nhiu sn phm mi v sng to lm cho cng ty

tng c kh nng cnh tranh trn th trng

Ci tin cng ngh gip sn xut sn phm cht lng cao vi chi phi

thp to ra li nhun ln cho cng ty .Cc sn phm c quyn ca Toys R Us

cng gip mang n cho khch hng cc mu chi c o bn cnh nhng

loi thng c a thch khc.S xm nhp ca Internet vo i sng ngi tiu

dng v s ra i ca hnh thc bn hng online cng nh hng su sc n

ngnh kinh doanh chi. . Khi ni v tim nng to ln ca hnh thc kinh

doanh mi ny M, Jupiter Communications c tnh rng kinh doanh

chi online s t doanh thu tng n 2.4 t USD trong nm 2005. Toys"R"Us

cn c c nhng website gip mi ngi c th d dng mua c sn phm



28/82


online nh www.toysrus.com, www.babiesrus.com, v www.imaginarium.com .

Cc sn phm c quyn ca Toys R Us cng gip mang n cho khch hng

cc mu chi c o bn cnh nhng loi thng c a thch khc

Bin php marketing ca mt cng ty c hiu qu s lm thay i thi

quen tiu dng ca khch hng, thu ht c nhiu khch hng hn v lm thay

i v th gia cc cng ty trong ngnh. Cc hnh thc khuyn mi trong ca

hng bao gm hnh thc nh cc (sweepstakes), ti tr v khuyn mi khi xem

phim. Mong mun c m rng n vi mi gia nh, Toys R Us thc hin

nhiu k hoch tip th lin kt vi nhiu i tc v tham gia vo nhiu lnh vc

trong c gii tr v th thao. Cc kinh nghim trong qu kh chng t sc

mnh ca hnh thc nh cc v cc hot ng khuyn mi khc trong vic thu

ht khch hng. Gn y l mt chin lc qung co mi nhc nh tt c mi

ngi rng Cha bao gi cc em nh ca Toys R Us li hnh phc n th!.

Qung co ny tp trung vo li cam kt ca hng dnh cho cc gia nh v vai

tr ca chi trong cc mi quan h gia nh.

Nh c ci ting marketing m Toys R Us c v th trong ngnh .

Toys R Us th hin trong s quan tm chm lo ca cng ty i vi tr em trn

ton th gii v vi nhu cu ca cc b m

3. Ton cu ha

Ton cu ho lm bin i nhanh chng nn kinh t ni chung v i vi

ngnh chi tr em ni ring. Cng ty khng cn b hp vic kinh doanh trong

th trng ni a, ton cu ho gip cc cng ty m rng hot ng ra th trng

quc t lm tng doanh s bn hng ca cc cng ty. Toys R Us L mt trong

nhng nh sn xut v bun bn chi tr em hng u th gii, Toys R Us

c h thng 1500 ca hng trn ton cu bao gm Toys R Us, Babies R Us

v Imaginarium.



29/82


Vi th trng ton cu ,th trng ni a ang ri xa dn h thng kinh

t, do th trng quc gia ang ho vo mt th trng ton cu to ln th

Toys"R"Us lun tip tc theo di cc s liu mua sm chi trn khp th gii

c th dn u trong vic nh dng v nh hng cc xu hng chi,Bn

cnh ton cu ho cng to ra mi trng cnh tranh khc lit gia cac cng

ty trong nc v quc t, cng ty cn chu e da cnh tranh t cc i th bn

ngoi bin gii

Tnh khc lit tng ln ,cng vi mc ci tin s kt hp thng minh

gia sn phm a dng ca Toys R Us v dch v tin li ca Amazon.com

thu ht c lng khch hng ng o, gn gp 5 ln so vi i th k tip,

theo thng k ca Nielson/NetRatings.

4. Nhng thay i v quy nh v chnh sch.

Nhng yu cu do lut php quy nh bao gm nhng vn lin quan n

nhn mc v h thng qun l, da trn nhng mi quan tm n cc vn x

hi, mi trng, sc kho ngi tiu dng v s an ton. S iu chnh v cc

hnh ng ca chnh ph thc p thay i ln v thc hnh ngnh tr chi.

i vi chi v tr chi, vn v an ton v tiu chun c th to

dng hoc ph v nim tin ca ngi tiu dng. Do vy, cn phi c nhng qui

tc chung dnh cho th trng quc t ca ngnh chi v n cng ng vai

tr quan trng nhm m bo s pht trin di hn ca ngnh ny th trng ni

a.Chng hn nh th trng chi cc nc Chu u phi tun th cc

ch th v an ton ca EU nh khng c cha cc cht gy nguy him, phi

c thit k v c cu trc khng gy st thng hoc gy hi ti sc kho,hay

l cc quy nh v mc m thanh ti a i vi tng nhm chi khc nhau

nh chi c s dng tai nghe, chi xc xc, chi s dng nt di m



30/82


thanh nh sng ngn v nhng loi tng t, cc loi chi pht ra m thanh

khc.

IV. CC NHN T THEN CHT CHO THNH CNG

1. a dng ho sn phm

Toys R Us l nh kinh doanh cc mt hng dnh cho tr em ln nht th

gii vi 15.000 sn phm phong ph v a dng, trong c cc sn phm c

quyn, lun thu ht khch hng thuc mi la tui. Khi n thm bt k ca hng

no ca Toys R Us, khch hng nh lc vo mt th gii chi phong ph

vi loi t truyn thng cho n hin i, ngay c cc nhn hiu ni ting nh

LEGO v Barbie cng c mt. n nhng bc ph huynh cng d dng b cunht bi v s nhng tr chi in t, cc phn mm v nhng thit b in my

trong nhng khu dnh ring. Bn cnh , cc c gi nh cng c th tm cho

mnh nhng quyn sch ng trong gian hng sch thiu nhi. Ngoi ra, ti Toys

R Us cc khch hng cng c th tm c cho mnh nhng loi giy gi qu,

thip, trang tr v c nhng vt dng trong cc ba tic.

Trong n lc mang li cho khch hng cm gic d chu thoi mi, ToysR Us c gng ci thin h thng ca hng v dch v cng nh cc lnh vc

kinh doanh ca mnh. Khch hng c th tm qu tng v t hng ngay trn

trang web toysrus.com. Thng 8/2000, Toys R Us lin kt vi amazon.com vi

mc tiu gip cho khch hng c th chn v mua sn phm online thun tin

hn. Cc sn phm c quyn ca Toys R Us cng gip mang n cho khch

hng cc mu chi c o bn cnh nhng loi thng c a thch khc.

Ngoi ra, cc ca hiu ca Toys R Us cng mang khng kh rt ci m, thoi

mi v gn y, h cn ci tin dch v khch hng nhm m bo mi ngi u

c chm sc tn tnh. Bn cnh , Toys R Us cng thm vo h thng ca



31/82


hng ca mnh nhng trung tm pht trin nhn cch tr em Imaginarium, mt

dy chuyn ca hng chi c Toys R Us mua li t nm 1999.

Chnh nh s a dng ho sn phm m Toys R Us thu ht khch

hng mi la tui t nhng em b n nhng bc ph huynh .Nh n m Toys

R Us c kh nng cnh tranh mnh trn th trng v gp phn thu c li

nhun ln cho cng ty.

2. Chnh sch gi thp

Trong thi k nn kinh t ton cu khng hong, c bit l nc M. i

vi nhng bc cha m vic gi chi vn bnh thng trong nhng ngy l l

u m ai cng mong mun ,trong khi phng Ty trc Noel l ma tiuth mnh, rt nhiu ca hng m quy bn l chi vo dp ny. Nhng Toys

R Us li khc hn ngui, cc ca hng dy chuyn vn duy tr bn chi bnh

thng. Toys R Us duy tr mt mc gi bn khch hng c th chp nhn v

lin tc cp nht gi cc loi chi hng ngy thng qua h thng cp nht

thng tin hin i nh th rt nhiu khch hng x ti Toys R Us. y l

mt li th rt mnh ca cng ty so vi ngnh, n s gip cng ty tng th phn

rt nhiu v c li nhun cao

3. S tho mn khch hng

Gi tr ct li ca Toys R Us chnh l tr em, gia nh v nim vui. V

th Toys R Us th hin trong s quan tm chm lo ca cng ty i vi tr em

trn ton th gii v vi nhu cu ca cc b m. H lun to cho khch hng

nhng nim tin vng chc rng cc mu chi bn ra m bo tnh gio dc vgii tr cao ( chi Lego, trung tm Imagarium..)

Ti Toys R Us khch hng c th t tin tm nhng tr chi ph hp v

tr mc gi m h sn sng tr khng nh nhng i th khc v Toys"R"Us l

chuyn gia gip khch hng tm kim mn chi han ho nht. H lun n



32/82


lc mang li cho khch hng cm gic d chu thoi mi thng qua h thng ca

hng rng ri, nhn vin nhit tnh, v chnh sch hu mi nh hon tr li tin

mua sn phm nu khng va . Nh m cng ty c kh nng cnh tranh trn

th trng rt cao so vi cc cng ty khc

C. MI TRNG BN TRONG

I. PHN TCH CHIN LC HIN TI

1. Chin lc cng ty hin ti

Tp on Toys R Us ang hot ng vi cc n v kinh doanh chnh sau:

Toys R Us. Us: Chui ca hng chuyn bn chi, tr chi, dng c ththao, sch, video, v phn mm my tnh.

Toys R Us. InternationalVi hn 680 ca hngToys"R"Us v 20 ca hng

Babies"R"Us 33 quc gia nc ngoi, Toys"R"Us, International l n v

hot ng kinh doanh nc ngoi thnh cng, em li cc sn phm cht

lng, gi tr v s la chn a dng trong cng mt ca hng.

Babies R Us: Chui ca hng chuyn bn l cc sn phm cho tr s sinh

chuyn cp ni, xe y, sa bt, t tr em, gng ng, chi o qun

kch c cho tr em di 28 thng.

Toysrus.com: Website hng u trong vic bn hng cc sn phm t chi,

video, game, hng ha cho tr em v cc ng b b m. Website ny cng

cung cp danh sch chi ln nht th gii cho ngi ln

eToys.com Website mua li t s ph sn ca cng ty The Parent c thit k

h tr vic giao hng v tip cn khch hng tim nng

Toys.com Mt trong nhng a ch c s dng ph bin nht khi khch

hng tm kim chi tr em c Toys "R" Us mua li.



33/82


FAO Schwarz Toys "R" Us mua li biu tng FAO Schwarz thng 5/2009.

FAO Schwarz ni ting l nh cung cp nhng chi c bit vi nhng tri

nghim mua sm thc s

KB Toys Thng 8/2009 Toys R Us mua li nhn hiu KB Toys v websiteKBToys.com, thng hiu cng cc s hu tr tu. Tp on Toys R Us xc

nh vai tr di hn ca KB Toys trong danh mc nhng sn phm gia nh

thn thin, khch hng gh website KBToys.com s c mi n Toys.com,

ni h se tm thy nhng khon tit kim v mc gi hng ngy khng th tm

thy u khc.

Tp on Toys "R" Us hot ng trong phn on bn l chi v snphm cho tr em, h lun c nhiu sn phm phong ph v a dng gip cho

khch hng c nhiu s la chn v thu ht nhiu khch hng mi la tui. Chin

lc nh hng khch hng tr nn ht sc hiu qu Toys R Us lun c

mt tr lng hng ha tht su v mt ph hng ha a dng. H cng dp

b nhng n v kinh doanh khng hiu qu nh Kid R Us, KidWorld, Toy

Box... st nhp vo ca hng chnh Toys "R" Us, Babies R Us vi mc ch

tng mc tp trung, a dng ha hng ha v tin ch trong mt ca hng. Bo

co ca Toys "R" Us nm 2007 a ra nhng doanh s lc quan sau nhiu nm

suy gim. ng ca nhng ca hng hot ng km v u t nhng ca hng

thit k mi l nhng tin phc hi chui bn hng trong tng lai. V

chui ca hng ca Lazarus tr thnh m hnh kiu mu cho cc ca hng

chuyn bn mt dng hng ho (cn gi l category killer) trong lnh vc bn l.

Trong ngnh bn l chi, cc nh sn xut hn ch bt tay vi cc nh

bn l trong cung cp c quyn cc sn phm ca h c phn phi rng

ri. iu ny khin cc ca hng bn l kh trong vic to s khc bit v cc

mt hng ca h. Cch thc cnh tranh c bn trong ngnh ny da vo gi c,

tnh sn sng v phong ph ca danh mc hng ha. Trong thp nin 90 khi



34/82


Wal-Mart nhy vo ngnh dn n nhiu thay i, chin lc Toys "R" Us cng

c thay i linh hot v chnh sch gi, cc chit khu ln v thng xuyn

hn, dch v khch hng tt hn, ph sn phm a dng phc v cho chin lc

dn o chi ph nhm ly li th phn mt.

Toys R Us lun xy dng hnh nh tt p trong mt ca khch hng.

Cng ty c khch hng tin tng nhng sn phm mang tnh gio dc v gii

tr cao. Toys R Us cn th hin trong s quan tm chm lo ca cng ty i vi

tr em trn ton th gii v vi nhu cu ca cc b m. H lun lm ht sc

sn phm ca mnh lun l la chn hng u ca cc b m. iu ny c

th hin r nt trong vic Toys R Us lun tp trung ch rn luyn v pht

trin nhn cch cho tr. Gi tr ca thng hiu cn bao gm nim tin vng chc

rng cc mu chi bn ra phi lun m bo tnh gio dc v gii tr cao. Hp

tc gia Toys R Us v cc tn tui ln nh Animal Planet, Scholastic, Depot

Home, v E.T. l nhng v d in hnh.

Trc nm 1999, Toys "R" Us hu nh thu tm ngnh bn l chi, vi

th phn 25%. Tuy nhin khi hai i gia bn l ln l Wal-Mart v Target nhy

vo th trng, Toys "R" Us mt i v th c tn ca mnh v vy trong thp

k va Toys "R" Us c nhiu hnh ng chin lc tch cc cng c v th v

s tn ti trn th trng bng vic mua i th cnh tranh b ph sn. C th Toy

RUs bo v an ton cho v th vt tri ca mnh trong ngnh bn l chi

qua 2 v sp nhp nh m FAO Schwarz v eToys.com, toys.com v gn y l

vic sp nhp KB Toys (mt thng hiu bn l chi vi 605 ca hng). Vic

sp nhp ny gip cho Toys "R" Us pht trin thng hiu di hn ca Toy 'R'Us, n s cung cp thm cho nh bn l chi ny thm quyn lc trong vic

mua bn vi cc knh phn phi a dng v rng khp nc M.

2. Phn tch SWOT



35/82


a) im mnh (Strengths)

Toys "R" Us l mt trong nhng nh bn l chi hng u trn

th gii, h s hu mt mng li cc ca hng ln v website bn

hng rng khp th gii. Cc ca hng ca cng ty bn nhiu hng

ha khc nhau v sc mnh ch o ca Toys "R" Us l a dng ha

danh mc sn phm. Khch hng ch cn vo mt ca hng ca

Toys "R" Us hoc Babies R Us s tm c tt c nhng sn phm

cho gia nh ca h

Vic a dng ha danh mc sn phm s dn n nguy c tn hng

cng nh ht hng i vi cc sn phm bn chy. Cng ngh qunl hng tn kho tin tin da trn qun l m vch, d bo v cung

cp tn kho hiu qu cho php Toys "R" Us thnh cng v to dng

c li th cnh tranh so vi cc i th.

Toys "R" Us c mt nn tng ti chnh vng chc v cn i thu chi

tt, h kim sot tt cc ngun lc ti chnh cn thit gip cng ty

t c cc mc tiu kinh doanh. Doanh thu t c nm ti chnh2008 l 13.794 t la.

Toys "R" Us l mt doanh nghip vi nhiu hot ng x hi. Nm 2005

cng ty gip nhng nn nhn cn bo katrina ti bang Louisiana.

Toys "R" Us tng 6 xe ti chi v vt dng tr em bao gm t, khn

giy, sa bt cng nh pin, nc n nhng khu vc nhng ng ngi

tn c. Toys "R" Us v Babies R Us cng tng hn than gia cc hotng quyn gp cho ccqu t thin tr em nh: T chc tr em kh khn

quc gia (KIDS), t chc tr em t k (Autism Speaks), Qu chi hng

hi cho tr nh (Marine Toys for Tots Foundation), t chc bo v tr em

M (Safe Kids USA), Qu tr em b nh hng nhim AIDS (Children



36/82


Affected by AIDS Foundation). Bn cnh Toys "R" Us cng c t chc

t thin cho tr em do cng cng ty thnh lp Toys"R"Us Childrens Fund.

Nhng hot ng x hi ny gip Toys "R" Us duy tr thng hiu tt

trong mt khch hng.

b) im yu (Weaknesses)

Ngy nay Toys "R" Us khng cn li th cnh tranh duy nht vng chc

nh trc y. th trng chnh l M, Toys "R" Us mt v tr nh

bn l chi s mt vo tay Wal-Mart. M rng v quy m cha v

khch hng c th n nhng nh bn l ln hn v mua cng mt sn

phm ging hoc tng t m i khi vi mc gi tt hn.

Ging nh nhng nh bn l phng Ty khc, doanh s Toys "R" Us

ph thuc vo qu IV ca nm, l vo cc dp Halloweeen, Ging Sinh.

Ngnh bn l ni ting mang tnh ma v v Toys "R" Us khng phi l

ngoi l. Thc t, chi l qu tng Ging Sinh ch yu v vy cc sn

phm chi ph thuc nhiu vo cc ma bn hng.

c) C hi (Opportunities)

C nhiu c hi trong hot ng lin doanh v cc lin minh chin lc, v

d lin minh Toys "R" Us v Lotte Shopping, cng ty con ca Tp on

Lotte chuyn v bn l v kinh doanh khch sn Hn Quc, lin minh

bn hng online vi GSI Commerce Lin minh khng nhng gip tng li

th ca hai cng Toys "R" Us v to ra nhng c hi mi. V d thnh

cng rc r ca Toys "R" Us nh k hp ng nhng quyn thng mi Hn Quc d m ra nhng c hi pht trin mi cho cng ty trn th

trng quc t

Th trng quc t rt quan trng vi Toys "R" Us. Nhng quc gia mi

ni ln nh Trung Quc, n ngy cng tr nn giu c v c nhng



37/82


nhu cu v gio dc mi. Khch hng c nhiu thu nhp v thi gian gii

tr s gip Toys "R" Us tng doanh s trong nhng nm tip theo. Cc mt

hng v dch v ca Toys "R" Us s gp nhiu kh khn v cnh tranh.

Toys "R" Us c th tm kim i tc chin lc hoc t pht trin

Cc dng chi in t v cng ngh cao ngy cng c tr em yu

thch s gip cng ty m rng thm danh mc bn hng bn cnh cc dng

chi truyn thng

d) Thch thc (Threats)

Cnh tranh trong ngnh bn l chi ngy cng mnh m bi hai i th

chnh l Wal-Mart v Target. Mt nhn hiu sn xut chi thngkhng lin kt vi mt nh bn l c nh no. Chnh v vy vic s hu

nhng sn phm c o v khc bit tng i kh khn, cc ca hng

bn l ny s tt nh mt ca hng khc v vy h thng phi cnh tranh

trn gi, s lng sn phm hay tnh sn sng.

Hin nay cc nh sn xut chi Trung Quc v mt s nh sn xut

chi gi thp tng t ngy cng pht trin. Nhng sn phm chi ph thpkh quan trng nu mun duy tr li nhun. Vn v c nhng nguy c

kh ph bin l cc quc gia v hi ng thng mi p t hn ngch v

nh thu bo v sn xut trong nc. V vy Toys "R" Us c kh nng

khng c c nhng mt hng chi m khch hng mun mua nu

lnh cm vn hay trng pht c thc thi vi cc quc gia sn xut

chi gi r nh Trung QucII. CC KHI C BN TO LI TH CNH TRANH



38/82


1. Hiu qu vt tri

Tp on Toys "R" Us c h thng cc chui ca hng rng khp, nhng

kh nng kt hp hot ng qun l vi h thng hu cn tt gip h to dng

c hiu qu vt tri trong hot ng.

- Tnh kinh t theo quy m: Khi l mt nh bn l vi lng hng ha ln, Toys"R" Us to c u th nh hot ng vi quy m ln, c th h c hng

mc chit khu cao hn, u tin trong cc n hng cng nh yu cu cc sn

phm mi l

- Qun tr tn khov t chc sp xp: i vi cng ty c tr lng hng tn kho

ln v a dng nh Toys "R" Us l rt quan trng khng ch kim sot loi b

nhng mt hng tn ng qu lu m cn kp thi b sung cc mt hng bnchy. Cng ty nm vng qui lut ph bin ca s bin ng th trng, h vn

dng y tnh c th ca s bin ng thi trng chi, vn dng h thng

qun l my tnh, d on xu hng ca th trng d bo hng ha theo ngy,

tun l, thng, nm cng nh d bo ngnh v ngoi ngnh theo th trng khu


LI TH CNHTRANH

Dn o chi ph

Cht lngvt tri

p ng KHvt tri

Ci tinvt tri

Hiu quvt tri


39/82


vc kim sot cht ch hng tn kho ca mnh. Chnh do da vo sch lc

khch quan ha s la chn hng ha m Toys R Us lun lun thao tng thi

c xu th thnh hnh chi rt t xy ra tnh hnh nhp loi hng khng c

cho n khin sch lc gi thp vn c gi vng. Ngoi ra h thng cc kho

hng (warehouse club) c sp xp khoa hc theo phng php mi em li

hiu qu tt hn trong vic cung cp hng v tit kim nhiu chi ph vn chuyn

- Qun tr ngun nhn lc Ngoi lc lng bn hng c nh cng Toys "R" Us

cn s dng nhn vin ma v ln n hng vn ngi trong nhng ma cao

im nh Ging Sinh p ng nhu cu phc v khch hng. Cc nhn vin k

c ma v u c o to c bn v nghip v bn hng, cch thc n tip,

gip khch hng, c vic truyn ti s mnh vin cnh ca Toys "R" Us cng

c thc hin nhm to hiu qu cng vic. Chi ph qun l ca Toys "R" Us l

19% trong tng chi ph. Cc nhn vin Toys "R" Us l mt tp on hot ng

ton cu, v vy vic lin lc gia cc n v kinh doanh trn th gii c ng

dng cng ngh Microsoft NetMeeting tit kim chi ph hun luyn v

cng tc.

-Xy dng quan h cht ch vi nh cung cp iu quan trng nht c c

li nhun i vi mt nh bn l l c ngun cung hng n nh vi gi r. Toys

"R" Us l nh bn l to li nhun t vic lm c iu ny. Cng ty to li

nhun t mua r ch khng phi bn r, ch bn r khng thi l cha , nh cc

i th ca Toys R Us tng phi i mt khi ch thc hnh v th hai ny.

C Child World v Kiddie City lin tc bn gim gi trong nhiu nm qua m

chng th ginh c li th trc Toys R Us. L do tht n gin, h ch cth bn r ch khng th mua r nh Toys R Us.

Toys "R" Us to c quan h i tc chin lc vi by nhn hiu chi ln

ca th gii Mattel, Hasbro, Fisher Price, Tyco, Little Tikes, Todays Kids v

Tiger Electronics nhm m bo tnh n nh v a dng ca mnh. Ngay c vi



40/82


Nintendo, mt nh sn xut video game ni ting vi ngun cung hng thp cng

cam kt cung cp cho Toys "R" Us tr lng hng n nh p ng nhu cu trong

cc ma cao im.

2. Cht lng vt tri

Tp on Toys R Us thit lp mt h tiu chun cht ch v hm

lng ch cho php trn b mt sn do Quc hi thng qua nm ngoi, sau khi

hng triu chi b pht hin c cha lng ch hoc cc cht nguy him khc

vt qu mc. Cng ty yu cu cc nh cung cp hng ha p ng mc

90/1.000.000, mc tiu chun ny cao hn mc m cc h tiu chun cht lng

ra. Ngoi ra, h cn yu cu cc vt liu bn trong chi phi p ng t l

250/1.000.000 v hm lng ch. Toys "R" Us kim sot cht ch hn cht lng

chi nhp vo sau mt lot cc s kin v chi Trung Quc khng an ton.

Toys R Us yu cu 5000 nh cung cp ca mnh v cc nh thu ph ca

mnh, ch yu l Trung Quc cng phi c chng ch SA8000. Chng ch SA

8000 ch trng v mc lng ti thiu nhm m bo mi trng lao ng an

ton cho cng nhn, khng s dng lao ng tr em hoc lao ng cng bc, v

khng bt buc cng nhn thng xuyn lm vic hn 48 gi mt tun. Vic ny

gip cng ty khng ch c nhng sn phm sch m cn to dng c uy tn

v mt x hi. Cc n hng online ca t cc website toysrus.com, etoys.com,

toys.com, babiesrus.com c nh gi c thi gian giao hng ng ln n 99%

3. Ci tin vt tri

Ngnh bn l chng kin nhng bc pht trin mi khi cnh tranh tr nngay gt hn, nhiu tp on bn l ln nh Kmart, KB Toys, FAO ph sn. Toys

"R" Us cng gp nhiu kh khn khi i mt vi chnh sch Always low-price

ca Wal-Mart, h d tin hnh nhng bc ci cch mang tnh cch mng

tng bc ly li v th cng nh kh nng cnh tranh



41/82


Toys "R" Us tin hnh chnh sch khuyn mi mi vi mc gi sn

phm tt hn trc. Cc hnh thc khuyn mi trong ca hng bao gm hnh thc

nh cc (sweepstakes), ti tr v khuyn mi khi xem phim. Mong mun c

m rng n vi mi gia nh, Toys R Us thc hin nhiu k hoch tip th

lin kt vi nhiu i tc v tham gia vo nhiu lnh vc trong c gii tr v

th thao. Cc kinh nghim trong qu kh chng t sc mnh ca hnh thc

nh cc v cc hot ng khuyn mi khc trong vic thu ht khch hng

H cng tin hnh ci tin h thng ca hng ca mnh theo nguyn tc C-

3 (Customer friendly- Cost effective- Concept with a long term vision), theo

cc chui ca hng c trang tr sinh ng, dp b nhng k hng cht c ni

hng ha cao ngt ngng dt trong ngnh bch ha M, to nhng khu vc

vui chi in t, video, my tnh bng knh gip b m c th quan st con ci

trong khi mua sm, thit k mi ny cng ginh 20% din tch cho cc ca hng

nh theo dng combo- cc ca hng nh ring bit nm trong ca hng ln nh

Bike R Us, Books R Us, Studio Alice, Imaginarium, Toys "R" Us

Express...Trc ngi tiu th, ca hng ging nh mt kho hng, mi gian c

din tch kinh doanh khong 4000 m2

, chi bo m c 18 nghn chng loitr ln. Khch hng bc vo ca hng nh bc vo bin chi, khng ai

khng cm thy Chng loi y , qun l n np v thng t mc ch thc

y tiu th.

Nu trc y Toys "R" Us c cho l c h thng dch v khch hng

km th iu ny c ci thin ng k qua mt s hot ng i mi. Nm

1996 cng ty bt u chng trnh ti cu trc trn ton th gii, t chc li hngha ln n 20% gip khch hng tm kim hng ha d dng hn. Cc ca hng

c thit k li v trng tm nhn mnh n dch v khch hng vi cc trung

tm thng tin khch hng c t mi ca hng nhm phc v tt hn.

4. p ng khch hng vt tri



42/82


Nh sng lp Charles Lazarus t nn tng cho phng chm phc v

khch hng l Retail is fun, xc nh rng thit k tt ca hng tt gip nng

cao gi tr sn phm cng nh thm n nhng gi tr tng thm cho khch hng

khi tham gia dch v. Mt khch hng n Toys "R" Us khng ch mua sm m

ngi cn ang tri nghim n. Bc vo khu vui chi Toys R Us qung

trng Times tn hng ba mc vui v l thng ngay Broadway! Ngi

trn vng u quay cao 60 foot vi cc cabin trang tr theo ch v cc nhn vt

c sc. Tn b qua x bnh ko vi kch thc to nh ngi tht. Nhn ngm k

quan trong to nh Empire State ca LEGO. V c s tri nghim k nguyn

Jurassic c xa, hy cho hi ch khng long T-Rex cao 20 foot, to hn ngi

tht vi nhng bc i tht v ting gm r hoang d.

Bn cnh , Toys R Us cng thm vo h thng ca hng ca mnh

nhng trung tm pht trin nhn cch tr em Imaginarium, mt dy chuyn ca

hng chi c Toys R Us mua li t nm 1999 vi dng sn phm

chi vi tnh nng gio dc cao. Cc dch v khch hng nh gi qu ngi thn,

phiu iu c Wish list, t hng v xem hng online cng c ch trng.

Khch hng n Toys "R" Us nhn c s h tr hiu qu ca nhn vin, h cth kim tra s chn la ca h thng qua ni t hng vi my scan bng tay,

nhn c cc phiu qu tng v hon tin nu sn phm c sai st. Internet em

n cho Toys R Us mt din n bn hng mi. Trang ch ca cng ty s cho

php khch hng mua mt s sn phm trc tuyn. Danh sch cc mt hng cng

s c kho st t m. Nhng website ny cho php khch hng la chn v t

hng trc tuyn ng thi nhn hng ti bt k ca hng Toys "R" Us no.

Thi gian phc v khch hng chm l nguyn nhn c bn lm cho khch

hng khng tha mn. Vi n lc s dng lc lng lao ng nhiu vo ma cao

im, h thng h tr giao dch hin i cng cch b tr ca hng sinh ng

Toys "R" Us gim ti a thi gian ca khch hng.



43/82


KT LUN: Trong cc khi cnh tranh c bn ca cng ty, Toys "R" Us

tp trung pht trin hai khi cnh tranh hiu qu vt tri, p ng khch hng

vt tri nhm to dng li th cnh tranh bn vng. Toys "R" Us lun tm cch

hot ng hiu qu hn em li gi thp v s tha mn cao nht khch hng.

II. CC NGUN LC

1. Ngun hu hnh

a. Ngun ti chnh

Bo co ti chnh qu II 2009 ( 4/9/2009) cho thy tnh hnh ti chnh rt

kh quan ca Toy R Us, c th theo Kt qu ti chnh hp nht ( tnh ti M

v trn ton cu) th:

Doanh thu thun tng ln n $ 27.000.000 cho qu II ti kha 2009, so

vi $ 13.000.000 cho qu II nm ti chnh 2008. Cc khon thu nhp hot ng

tng ln n $ 86.000.000 cho qu II ti kha 2009, so vi $ 79.000.000 cho qu

II nm ti chnh 2008.

ng Jerry Storch, Ch tch v Gim c iu hnh, Toys" R "Us, Inc pht

biu: "Chng ti rt hi lng vi hiu sut ca chng ti trong na u nm nay

v tin rng kt qu ca chng ti r rng chng t rng chng ti c th hot

ng thnh cng v t c kt qu trong bt c mi trng kinh t. Kt qu

qu II ca chng ti cho chng ti nhng hi vng tnh hnh s cn kh quan hn

trong tng lai... Nhn chung, Toy "R" Us c nhng bc tin trong n lc

ct gim chi ph qun l, lm tng hiu qu qun l. ng thi, cng ty ang tch

cc duy tr s pht trin lu di v tng th phn nh nh chuyn bn l chi

hng u th gii.

Trong qu th hai, h cng b vic mua li FAO Schwarz. l bc tip

theo ca chin lc trong qu 1, thc hin sau khi mua li eToys.com,



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babyuniverse.com, ePregnancy.com v Toys.com. Toy "R" Us tip tc thc hin

u t vn thn trng m rng kinh doanh trong nc v trn th gii. Trong

qu II, Toy "R" Us b sung thm hai "R" Superstores v hon thnh chui chn

ca hng k nhau ti M. Cng ty cng m bn ca hngToy "R" Us "

nc ngoi.

Doanh thu bn hng trong qu II nm ti chnh 2009 l $ 2.567.000.000, so

vi $ 2.771.000.000 cho qu II nm ti chnh 2008. S chuyn i ngoi tr lm

gim doanh thu $ 59.000.000. Qu II, nm ti kha 2009, li nhun bn hng

gim 7,2% trong 3,9% l cc phn on ca trong nc v quc t tng

ng. Phn ln cc suy gim doanh thu rng l trong cc loi sn phm gii tr,

c bit video game phn cng v phn mm. Thu nhp khc tng ln n $

64.000.000 trong qu II ti kha 2009, so vi $ 53.000.000 trong qu II ca nm

trc. iu chnh EBITDA cho qu II ti kha 2009 l $ 145,000,000, so vi $

147,000,000 trong qu II nm ti chnh 2008.

Li sut vay qu II gim xung so vi cng k nm ti chnh 2008. Vic

tng chi ph li rng ti $ 115,000,000 so vi $ 96.000.000 trong qu II nm ti

chnh 2008 l do thay i gi tr hp l, tng l ph tr chm lin quan n vic

tr n cc i tc khng c bo m tn dng tha thun. Cng ty kt thc

qu II ti kha 2009 vi dng tin mt v tn dng cha s dng khong $

1.543.000.000, bao gm lng tin mt khong $ 98.000.000 ti cng ty con

Nht Bn. N di hn c h xung $ 409,000,000 cn 5.496.000.000 $ vo

cui qu II ti kha 2009 so vi qu II nm ti chnh 2008, ch yu l do cc i

tc tn dng khng bo m tr v ti cp vn theo tha thun $ 130.000.000.Ngn qu chi tiu cho qu gim t $93.000.000 xung $82.000.000. Tng s

hng tn kho vo cui qu II gim xung 29.000.000 $ tng ng 1,3%, so

vi cng k nm ti chnh 2008.



45/82


Nh vy, Toy "R" Us c mt ngun ti chnh n nh. Cu trc vn ca

cng ty l kh an ton v to iu kin cho s pht trin ca Toy "R" Us trong

tng lai. Toy "R" Us t lp v ti chnh, tuy vn tn ti tn dng vi cc i tc

v khch hng cng nh lng tn kho ln do c im ca mt cng ty trong

ngnh bn l vi hnh thc bn truyn thng tp trung hng ti kho bi.

Ngun ti chnh gi vai tr quan trng, n c tc dng ti tr cho kh nng

duy tr mt lng hng tn kho khng l, ngun gc to nn khi p ng khch

hng vt tri. Bi ch c nhng cng ty c ngun ti chnh hng hu mi c

kh nng duy tr mt lng vn tn ng ln n nh th. Bn cnh , kh

nng duy tr tn dng i vi nh cung cp cng to nn mt li th khng nh

cho Toy "R" Us. Cng ty khng b thc p thanh ton ngay khi mua hng, iu

ny lm cho sc p ln khi lng tin mt thp hn cc i th khc. Thm na,

ngun ti chnh ca cng ty m bo cho cc i tc duy tr cung cp tn dng

cho Toy "R" Us vi ri ro thp m h c th chp nhn c.

Mun p ng khch hng vt tri, iu u tin l phi to nn hng ha

sn sng cho khch hng, thi gian giao hng l nhanh nht, v ngun ti chnh

gip cng ty c th thc hin c iu .

Ch thch: Qu II bt u t ngy 3 thng nm 2009 v kt thc ngy 1

thng 8 nm 2009

Cc bo co ti chnh nm qu 2 nm ti chnh 2009 ca Toy "R" Us



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b.Cc ngun vt cht

Toy "R" Usc mt h thng hn 600 ca hng ti M v hn 700 ca hng

ti hn 33 quc gia khc trn th gii. Mng li ca hng rng khp lm cho

Toy "R" Us tng cng kh nng p ng khch hng vt tri ca n, khin n

tr thnh cng ty hng u th gii v lnh vc bn l chi ni ring v mt

trong nhng cng ty hng u trong lnh vc bn l ni chung. H thng ca

hng gm c nhng ca hng do cng ty qun l v cc ca hng cp php, ca

hng chuyn nhng thng mi ca Toy "R" Us khng phi cng ty no cng

xy dng c. y l mt ti sn chin lc nng cao sc ph qut ca Toy

"R" Us trn trng quc t, lm cho n tr thnh mt tp an hng mnh, t



50/82


51/82


52/82


Toys "R" Us Express Chui ca hng thu nh ca Toys "R" Us hot ng

chu (Hong Kong, Ma Cao, Malaysia, i Loan), Wollongong, c v mt

s nc khc

Imaginarium Mt chui ca hng chi hc tp c lp, sau ny c ToysR Us mua li vo nm 1999. Biu tng ca chui ca hng ny l Cosmo

(ch ch nh mu ta) v gio s vui v (Professor Fun). Toys R Us l thit k

li Imaginarium thnh mt b phn ca Toys R Us.

Studio Alice- Found y l mt studo thu nh trong ca hng chnh Toys

"R" Us Nht Bn.

2. Ngun v hnh

a. Nhn s

Hn 300.000 nhn vin trn ton th gii, phc v trong 1,550 ca hng, bao

gm 848 ca hng Toys"R"Us v Babies"R"Us ti M, hn 700 ca hng ti

33 nc khc, c c ca hng cp php v nhng quyn.

B my iu hnh

Gerald L. Storch

Ch tch v Gim c iu hnh

Toys "R" Us, Inc

Gerald L. Storch tham gia Toys "R" Us, Inc vo thng Hai nm 2006, lm

Ch tch v Gim c iu hnh. Vi t cch ny, ng c trch nhim tng

lc n by ca thng hiu Toys R Us v nh v cc h thng nhng

quyn thng mi ton cu cho s tng trng trong di hn.

Trc khi tham gia Toys "R" Us, Inc, ng Storch l Ph Ch tch cng ty

Target. ng gia nhp Target vo nm 1993 nh l ph ch tch chin lc

cp cao, v phc v vai tr ny trong 12 nm, thm nin ngy cng cao.



53/82


Target, nhim v ca ng bao gm chin lc tng th, chui cung ng,

kinh doanh Internet, dch v cng ngh, dch v ti chnh, qun l quan h

khch hng v nghin cu th trng,ph trch chng trnh su sigma, v

cc v sp nhp v mua li.

ng Storch cng c xem nh l mt b phn trong vic pht trin chin

lc v gim st thc hin cho cc danh mc u t Target, bao gm c

hng u quay vng ti Marshall Field's v hng bn tip theo ca Marshall

Field's v Mervyn's.

ng Storch c mt h s theo di cc doanh nghip xy dng tng trng,

bao gm c chin lc dn o v tng trng v pht trin SuperTarget,

kinh doanh rt thnh cng target.com, khi xng v pht trin kinh doanh

dch v ti chnh.

Trc khi gia nhp Target, ng Storch l mt i tc ti McKinsey &

Company, chuyn bn l v dch v ti chnh.

ng c bng c nhn ngh thut, mt bng bc s v mt bng thc s

Qun tr Kinh doanh t i hc Harvard.

Clay Creasey

Gim c Ti chnh

Toy "R" Us, Inc

Clay Creasey tham gia Toys "R" Us, Inc thng nm 2006 nh l Ph ch

tch iu hnh v Gim c Ti chnh. ng Creasey l mt phn khng th

tch ri ca i ng qun l

ng Creasey gia nhp Toys "R" Us, Inc vi 25 nm kinh nghim qun l

ti chnh trong ngnh cng nghip bn l. ng bt u s nghip bn l ca

mnh ti Lucky Stores, mt tp ha cng cng ln, ni ng dnh 11 nm

ti nhiu cng ty v phn chia vai tr ti chnh. Gn y, ng dnh 13

nm ti Mervyn's, mt chi nhnh ca cng ty Target, ni ng lm Gim cTi chnh ca h trong nm nm. Trong sut s nghip ca mnh, ng

Creasey tham gia c cu li hot ng v vng quay v ti chnh ca

mt s cng ty.

Trc khi vo lnh vc bn l, ng Creasey dnh hai nm vi vai tr l

mt nh phn tch bo him ti Qu Fireman v su nm l nhn vin tn



54/82


dng ca Crocker Bank.

ng Creasey c bng c nhn Khoa hc v mt Thc s Qun tr Kinh

doanh t i hc Stanford. ng cng c bng Kim Ton

Claire Babrowski

Ph ch tich iu hnh, gim c phng t chc

Toy "R" Us, Inc

Claire Babrowski tham gia Toys "R" Us, Inc trong thng 6 nm 2007 nh

l Ph ch tch iu hnh, gim c phng t chc. v tr ny, b

Babrowski lnh o ton b hu cn ca cng ty, lp k hoch v cp pht,

cc chc nng cng ngh thng tin. B cng gim st tt c hot ng

nhng quyn thng mi ton cu ca cng ty v c trch nhim cho s

tng trng ca hot ng ca cng ty s hu v vn ch s hu cc v tr

trn trng Thi Bnh Dng. B Babrowski ng mt vai tr then cht

trong vic tn dng sc mnh v kh nng ca Toys "R" Us .

B Babrowski c nhiu kinh nghim iu khin chin lc ton cu hot

ng v qun l kinh doanh thnh cng cc i pht trin. B tham gia

Toys "R" Us, Inc ti Tng cng ty RadioShack , ni b tng l Gim c

iu hnh sau kim Ch tch

Trc khi gia nhp RadioShack, b Babrowski dnh 30 nm s nghip

ti McDonald's mt s vai tr quan trng trc khi c b nhim lm

Ph ch tch iu hnh cp cao v trng Nh hng. L mt trong nm iu

hnh hng u trong cng ty, b Babrowski chu trch nhim cho 2.200 nh

hng ti Thi Bnh Dng v Canada v dn u trn ton th gii v

nghin cu v n lc pht trin nng cao nng lc hot ng ca nh

hng McDonald's. Ngoi ra, b tng ph trch vic cung cp h tr nhn

vin v gim st cc tiu chun ti cc khu vc thc n, hot ng, pht

trin cc thit b, bt ng sn, kin trc v xy dng, dy chuyn cung ng,

o to v cng ngh lu tr. Trc , b gi chc Ch tch, Chu /

Thi Bnh Dng, Trung ng, Chu Phi, ni c chu trch nhim cho

7.600 ca hng ti 34 th trng trn khp Chu / Thi Bnh Dng,

Trung ng v Chu Phi.

B Babrowski c bng Thc s Qun tr Kinh doanh ca Trng i hc



55/82


Bc Carolina.

Deborah Derby

Ph ch tch iu hnh, Trng phng hnh chnh Cn b

Toy "R" Us, Inc

B nhim lm Gim c hnh chnh Cn b, Toys "R" Us, Inc trong thng2 nm 2009, Deborah Derby c trch nhim pht trin bt ng sn, k

hoch chin lc v v vic bun bn ca ca hng. B Derby cng gim

st s tng trng ca hot ng kinh doanh ca cng ty Canada.

Trc y, b Derby lm Ch tch, Babies "R" Us k t thng 5 nm 2006.

Trong vai tr ny, b qun l mi mt ca bn hng, tip th v ca hng

hot ng cho cc b sn phm chui ca hng c sn ln nht th gii.

Trc khi chuyn nhng , b Derby m nhim ph ch tch iu hnh ,

nhn s, php l v truyn thng, Toys "R" Us, Inc. Lc u s nghip, b

gi vai tr khc nhau trong qun l nhn s, bao gm c Ph Ch tch,

qun l nhn s ti Babies "R" Us; Vice President, Ph gim c quan h

ti Toys "R" Us, Inc; v ph ch tch, Tr l quan h cng chng ti Toys

"R" Us, Inc

Trc khi tham gia Toys "R" Us, Inc vo nm 2000, b dnh tm nm

ti Tng cng ty Whirlpool trong vai tr khc nhau. b tham gia

Whirlpool t cc cng ty lut Miller, Canfield, Paddock v Stone, ni b l

mt lut s chuyn v lut lao ng. Trc , c lm vic nh mt nh

phn tch ti chnh cho Goldman Sachs ti New York v dnh mt nm lm

vic ti vn phng ca cng ty ti London.

B Derby c bng c nhn ngh thut t i hc Harvard v l mt Thc s

Qun tr Kinh doanh v Bc S t i hc Notre Dame. B l mt thnh

vin ca Hip hi Bar Michigan v X hi. B Derby cng l Ch tch Hing qun tr ca Toys "R" Us Children's Fund.



56/82


Dan Caspersen

Ph ch tch iu hnh, Nhn s

Toys "R" Us, Inc

Dan Caspersen c b nhim lm Ph ch tch iu hnh, Nhn s cho

Toys "R" Us, Inc thng 5 nm 2006.Trong chc v ny, ng Caspersen chu trch nhim v vic thu ht v pht

trin ti nng, tng thng, bi thng, quan h nhn vin, truyn thng

ni b v bn ngoi, v cc xu hng v s i mi cho tt c cc n v

ca cng ty trn ton th gii.

Trc khi tham gia Toys "R" Us, Inc, ng Caspersen dnh 25 nm ti

Tng cng ty Target trong vai tr ph ch tch, ph trch nhn s ti cc

ca hng v ph ch tch, Nhn s cho Tr s chnh. Trong vai tr ny,

ng Caspersen chu trch nhim v bin ch, quan h nhn vin, o to,

pht trin, bi thng v thc hin quyn li cho 300.000 nhn vin ti

1.500 ca hng. Trong nhim k ca ng vi cng ty Target, ng tri

qua by nm l Ph ch tch iu hnh, Nhn s cho Mervyn's, mt b phn

ca Target

ng Caspersen c bng c nhn Khoa hc Qun tr Kinh doanh v Thc s

m thut cng nghip ca Trng i hc Minnesota.

David J. Schwartz

Ph ch tch iu hnh, Tng Lut S,

Toy "R" Us, Inc

Vi vai tr l ph ch tch iu hnh, Tng Lut S, Toys "R" Us, Inc,

David Schwartz chu trch nhim cho tt c cc vn php l v quy nh

trong cng ty. ng Schwartz gim st mt i ng lut s rt nhiu nhng

ngi thc hin chc nng php l trong nhiu lnh vc, bao gm c bt

ng sn, vic lm v lao ng, s hu tr tu, tranh tng, tun th quy nh

v chng khon.

ng Schwartz gia nhp Toys "R" Us, Inc vo nm 2001 nh l ph ch

tch, Cng ty Lut S, v c thng Ph Tng Lut S vo nm 2002.

Trong vai tr ny, ng tr thnh trch nhim qun l b phn php l ca t



57/82


chc. ng Schwartz c t tn l ph ch tch, Tng th k Lut S v

Cng ty trong nm 2003, v trong nm 2008, c b nhim vo Ban chp

hnh. Sau ng nhn trch nhim chng trnh m bo cht lng v an

ton ca cng ty. ng Schwartz c thng chc ph ch tch iu hnh

trong nm 2009.

Trc khi tham gia Toys "R" Us, Inc, ng Schwartz l mt i tc ca

cng ty ti Anderson, Kill & Olick, PC, ni ng chuyn v cc v sp nhp

v mua li v hnh thnh cc qu u t t nhn.

ng Schwartz gi bng c nhn kinh t t i hc Duke, mt bc st i

hc Pennsylvania Trng Lut v Thc s Qun tr Kinh doanh t i hc

Columbia Business School.

ng Schwartz l tng gim c ca Toys "R" Us Children's Fund v Toys

"R" Us, Ltd Nht Bn

R rng, cng ty c mt i ng nhng nh lnh o c kinh nghim, h

tng gi nhng vai tr iu hnh khc nhau ti nhiu t chc trong mt thi gian

di. Bn cnh , h cng c nhng tin nht nh t vic c o to bi

bn. B my lnh o vi nhng con ngi c tm nhn ln chuyn mn trn l

mt ti sn chin lc, gip cng ty pht trin, hot ng ng hng.

b. Cc ngun danh ting

Danh ting l mt ngun lc v hnh quan trng to nn li th cnh tranh.

Hnh thnh ch yu t cc hot ng, sn phm, dch v v truyn thng vi cc

bn hu quan, danh ting l kt qu ca nng lc th trng c cc bn hu

quan nh gi vt tri trong nhiu nm.

i vi khch hng

Toys R Us ni ting l nh kinh doanh cc mt hng dnh cho tr em ln

nht th gii vi 15.000 sn phm phong ph v a dng, trong c cc sn

phm c quyn, lun thu ht khch hng thuc mi la tui. Cc ngi sao

Holywood u a con ci ca h n y mua chi, iu cng lm cho



58/82


danh ting ca Toys "R" Us c nh bng hn bao gi ht. Khi n thm bt

k ca hng no ca Toys R Us, khch hng nh lc vo mt th gii chi

phong ph vi loi t truyn thng cho n hin i, ngay c cc nhn hiu

ni ting nh LEGO v Barbie cng c mt. n nhng bc ph huynh cng d

dng b cun ht bi v s nhng tr chi in t, cc phn mm v nhng thit

b in my trong nhng khu dnh ring. Bn cnh , cc c gi nh cng c

th tm cho mnh nhng quyn sch ng trong gian hng sch thiu nhi. Ngoi

ra, ti Toys R Us cc khch hng cng c th tm c cho mnh nhng loi

giy gi qu, thip, trang tr v c nhng vt dng trong cc ba tic.

T khi c thnh lp cho n by gi, tri qua mt thi gian kh di,

danh ting ca Toys "R" Us ngy cng c cng c v gia tng. C nhng lc

cng ty chim n 22% doanh s ca th trng ton nc M, tr thnh mt a

im m bt k tr em no cng mun n la cho mnh mt mn ng .

Thi gian qua, trong n lc mang li cho khch hng cm gic d chu

thoi mi, Toys R Us c gng ci thin h thng ca hng v dch v cng

nh cc lnh vc kinh doanh ca mnh. Khch hng c th tm qu tng v t

hng ngay trn nhiu trang web thng mi in t ca Toy "R" Us nh

toysrus.com, Toysrus.com, Babiesrus.com, eToys.com, FAO.com and

babyuniverse.com... Thng 8/2000, Toys R Us lin kt vi amazon.com vi

mc tiu gip cho khch hng c th chn v mua sn phm online thun tin

hn. Tuy sau khng lu lin minh ny b ph v, Toys "R" Us vn pht trin

dch v bn hng qua mng cho khch hng. Kt qu, hin ti khch hng c th

la chn, t hng khng ch ti h thng ca hng ca Toys "R" Us trn 33 qucgia khc nhau m cn nhng trang web ca chnh hng.

Cc sn phm c quyn ca Toys R Us cng gip mang n cho khch

hng cc mu chi c o bn cnh nhng loi thng c a thch khc.

Ngoi ra, cc ca hiu ca Toys R Us cng mang khng kh rt ci m, thoi



59/82


mi v gn y, h cn ci tin dch v khch hng nhm m bo mi ngi u

c chm sc tn tnh. Bn cnh , Toys R Us cng thm vo h thng ca

hng ca mnh nhng trung tm pht trin nhn cch tr em Imaginarium, mt

dy chuyn ca hng chi c Toys R Us mua li t nm 1999.

Khng ch in m trong tm tr khch hng v ph hng rng, Toys "R" Us

cn ni ting vi nhng chi an ton, cht lng, dch v tha ng, nu c

li sn xut trn bt c sn phm no, khch hng c tr li, hon tin. Ni n

chi, h ngh ngay n Toys "R" Us, ngh n Toys "R" Us l ngh n sn

phm cht lng. C th ni, Toys "R" Us l la chn tuyt vi trong nhiu hng

bn l chi tr em cho cc ng b b m v tt nhin l cho nhng em nh, i

tng chnh ca ngnh hng ny. Toys "R" Us khng ch ni ting vi thng

hiu chnh l Toys "R" Us m cn vi nhng nhn hiu khc nh Babies R Us,

Kids R Us, v nhiu nhn hiu nhiu quc gia khc nhau trn th gii.

Chnh danh ting ca Toys "R" Us l s m bo cho mt lng khch

hng trung thnh v thng xuyn, em n th phn ng k cho Toys "R" Us

trong th trng bn k chi nc M.

i vi nh cung cp

Vi sc mnh ca ngi chim doanh s mi tm phn trm th trng

chi ton nc M v c coi l thnh cng th trng nc ngoi c bit

l Hn Quc v Nht Bn, ni m Wall-mart tht bi, Toys "R" Us l mt

ngi mua quyn lc i vi nh cung cp. H c nhng li th cnh tranh do

nng lc th trng mang li. Tuy mua vi gi r v b b bi nhng v p gi

nh cung cp trong thi gian qua nhng xt v trn tng th, Toys "R" Us vn c

danh ting vi nhng nh cung cp chi: v tnh hu hiu, hiu qu, h tr,

cc tng tc v mi quan h cng c li.

III. CHUI GI TR V S SNG TO GI TR



60/82


1. Cc hot ng chnh

a. Marketing v bn hng

- Cc chin lc Marketing vi cc nhn vt tng trng nh hu cao c

Geoffrey em li thnh cng rc r cho Toys R Us v to c mt tro lukhi khin cho cc khn gi ln b phi ngn nga I dont wanna grow up, Im a

Toys R Us kid!. C th ni y l mt chin lc Marketing thnh cng to

c hnh nh cng ty thn thin thng qua hnh nh ch hi cao c vui tnh v

d thng. Cng ty cn t chc nhng cu lc b nh GeoffreyFun di hnh

thc phi thng mi, chiu on qung co vui v v nhn vt hu cao c

Geoffrey c lng ting bi Jim Hank- anh trai ca din vin ni ting Tom

Hank trn cc knh truyn hnh v truyn thanh nhm gy n tng cho nhng

a tr v b m chng.

- Trong nhng chin lc qung co mi Toys "R" Us nhc nh tt c mi ngi

rng "Cha bao gi cc em nh ca Toys "R" Us li hnh phc n th!". Qung

co ny tp trung vo li cam kt ca hng dnh cho cc gia nh v vai tr ca

chi trong cc mi quan h gia nh trung thnh vi cam kt ca ngi sng

lp Retailer is fun v tng th phn ang b p o bi Wal-Mart

b. Dch v bn hng

Ngnh bn l to gi tr cho khch hng khng ch gi thp cn to gi tr

thng qua cung cp dch v. Nhng ci tin mi v thit k cng nh nh hng

li ca hng cho php cng ty to chm sc nhiu hn n khch hng.

T vic b cho l nh bn l vi phong cch phc v km, Toys "R" Us

tin hnh nhiu ci tin trong dch v h tr thch nghi trong mi trng cnh

tranh gay gt nh hin nay. Cc n giao hng ca Toys "R" Us c nh gi

ng hn 99% cng nhng h tr v hon tr chi ph mua hng nu pht hin sai

st, tng cc phiu gift card cho khch hng duy tr mi lin h lu di.



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Cc nh lnh o cp cao Toys "R" Us cho rng h khng ch bn sn

phm m cn c dch v phc v khng ch tr em m c gia nh, khng ch

chi m c nim vui hng n vin cnh Putting joy in kids hearts and a

smile on parents faces.

2. Cc hot ng h tr

a. Thu mua

Qun tr hot ng thu mua hiu qu l mt trong nhng hot ng to nn

gi tr cng ty. N c bit c ngha vi Toys "R" Us v n l cng ty theo ui

chin lc tp trung vi cch tip cn chi ph thp, trong , cng thc chnh l

mua r, bn r.

b. H thng thng tin

H thng thng tin thng sut cng gp phn to ra gi tr cho Toys "R"

Us. N to nn kh nng ct gim chi ph cc khu qun l t cng ty c

th tip tc thc thi chin lc gi thp ca mnh. H thng thng tin cng gip

cng ty c nhng la chn chin lc sng sut, nh gi nhn nh nhu cu, th

trng, lm cho n kh nng am hiu tm l nhu cu ca khch hng to nn s

p ng khch hng vt tri.

c. R&D

Nghin cu v pht trin trong dch v khc vi trong sn xut, hot ng

R&D trong dch v sng to nn nhng phng php qun l hiu qu, qua h

thp chi ph.

Mt vn xy ra vi h thng ca hng ln ca Toys "R" Us khi h nhn

thy tn sut khch hng tr li ca hng l hn 6 thng trong khi cc i th ca

h lun c khch hng quy li hng tun, iu ny khin Toys "R" Us quyt nh

st nhp ca hng c hot ng km hiu qu vo chui ca hng c tn s khch



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hng cao nht (1 thng/ln) l Babies

Documents

Bai Nghien Cuu Toys r Us-hc[1]