Situation and Central Issues

This case has a generally positive slant in that there it does not describe many
weaknesses and problems present in many others with which students would be
familiar. Toys R Us (TRU) has followed a path of international expansion from the
US via more than 13 countries, starting from Canada in 1984 and entering Japan in
1991. By any standard this is a rapid expansion of markets. This case illustrates
several elements of developing market strategies that have been central to TRU's
observed success in these markets.
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