Development of a CSR strategy for Toys R Us Germany

Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Friedrich-Alexander University Erlangen-Nuremberg, language: English, abstract: In 1948 the toy and baby products retailer Toys"e;R"e;Us, Inc., headquartered in Wayne, New Jersey, was founded. It offers a wide range of products, including toys, learning aids and children's apparel. Today the company employs 70,000 people in more than 1,700 stores in 37 countries. In Europe, Toys"e;R"e;Us, Inc., operates in Austria, France, Germany, Poland, Portugal, Spain, Switzerland and UK. In Germany, Toys"e;R"e;Us GmbH was established in 1986 and nowadays ranks with 66 stores, about 1,000 employees and a turnover of EUR 330 million among the biggest toy retailers. In 2014 Toys"e;R"e;Us, Inc., launched the strategy "e;TRU Transformation"e; to ensure growth and to better implement their mission, bringing joy into lives of their customers. The strategy includes three guiding principles (Easy, Expert and Fair): "e;We will be the EASIEST place in the world to find solutions at FAIR prices for kids and babies because we are EXPERTS and understand the joys and challenges of parenting"e; (Toys"e;R"e;Us, Inc., 2014a). The focus of this paper lies on Toys"e;R"e;Us Germany operating in the retail sector.