In 1948 the toy and baby products retailer Toys“R”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“R”Us, Inc., operates in Austria, France, Germany, Poland, Portugal, Spain, Switzerland and UK. In Germany, Toys“R”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“R”Us, Inc., launched the strategy “TRU Transformation” 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): “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" (Toys"R"Us, Inc., 2014a). The focus of this paper lies on Toys“R”Us Germany operating in the retail sector.
Table of Contents
- General Information about Toys“R”Us
- Retail Industry in Germany
- General Information about the German Retail Industry
- Most Dominant Stakeholders in the Retail Industry
- Main CSR Issues and the CSR Performance of this Industry
- Development of a CSR Strategy for Toys“R”Us Germany
- Toys“R”Us Germany and Toys“R”Us Inc. in terms of CSR Performance
- CSR Strategy for Toys“R”Us Germany
- The Main Challenges and a Critical Assessment of the Implications of the Recommended CSR Strategy
Objectives and Key Themes
This paper aims to develop a Corporate Social Responsibility (CSR) strategy for Toys“R”Us Germany. It analyzes the German retail industry, focusing on the toy sector, to identify key CSR issues and stakeholder concerns. The strategy will be developed considering Toys“R”Us Germany's specific context and the broader CSR landscape.
- Corporate Social Responsibility (CSR) in the German Retail Industry
- Stakeholder Analysis in the Toy Retail Sector
- Development of a tailored CSR strategy for Toys“R”Us Germany
- Challenges and implications of implementing a CSR strategy
- Analysis of the CSR performance of Toys“R”Us Germany and its parent company
Chapter Summaries
General Information about Toys“R”Us: This section provides background information on Toys“R”Us, Inc., its global presence, and its establishment in Germany. It highlights the company's size, employee count, and revenue, positioning Toys“R”Us Germany within the larger global context. The introduction of the "TRU Transformation" strategy, emphasizing ease, expertise, and fairness, is presented as a key element of the company's overall approach and sets the stage for the development of a specific CSR strategy for the German branch.
Retail Industry in Germany: This chapter offers a detailed overview of the German retail landscape. It discusses the industry's economic significance, employment figures, and sales data, emphasizing its size and importance within the German economy. The breakdown of consumer spending across various retail sectors highlights the relatively smaller share allocated to toys and hobbies. The analysis further delves into the structure of the toy retail market in Germany, including distribution channels (specialized shops, online, etc.) and the significant role of imported toys, especially from China, raising concerns regarding product safety and supply chain management.
Most Dominant Stakeholders in the Retail Industry: This section focuses on identifying key stakeholders within the German retail sector. It utilizes Freeman's framework to categorize stakeholders as primary and secondary, differentiating between internal stakeholders (employees), economic stakeholders (customers, suppliers), special interest groups, and communities. The chapter emphasizes that consumers are identified as the most relevant stakeholders, directly influencing the development and implementation of effective CSR strategies.
Main CSR Issues and the CSR Performance of this Industry: This chapter identifies the main CSR issues within the German retail industry, drawing on expert opinions and analyzing consumer expectations. Key issues such as responsible product policies, working conditions, international supply chain management, environmental protection, and social engagement are discussed. The chapter highlights the relative lack of uniform CSR standards and benchmarks across the industry and notes a general tendency for companies to prioritize economic concerns over social and ethical considerations. The significance of product safety is emphasized, given the high rate of toy-related product recalls.
Keywords
Corporate Social Responsibility (CSR), German Retail Industry, Toy Retail, Stakeholder Analysis, Supply Chain Management, Product Safety, Sustainability, Toys“R”Us, CSR Strategy, Ethical Business Practices.
Frequently Asked Questions: CSR Strategy for Toys“R”Us Germany
What is the main topic of this document?
This document focuses on developing a Corporate Social Responsibility (CSR) strategy for Toys“R”Us Germany. It analyzes the German retail industry, specifically the toy sector, to identify key CSR issues and stakeholder concerns, and proposes a tailored strategy for Toys“R”Us Germany.
What are the key themes explored in the document?
Key themes include Corporate Social Responsibility (CSR) in the German retail industry, stakeholder analysis in the toy retail sector, development of a tailored CSR strategy for Toys“R”Us Germany, challenges and implications of implementing a CSR strategy, and analysis of the CSR performance of Toys“R”Us Germany and its parent company.
What aspects of the German retail industry are examined?
The document examines the general economic significance, employment figures, and sales data of the German retail industry, with a particular focus on the toy sector. It analyzes consumer spending, distribution channels (including online retail), the role of imported toys (especially from China), and prevalent CSR issues within the industry.
Who are the key stakeholders identified in the German retail industry?
Key stakeholders identified include internal stakeholders (employees), economic stakeholders (customers and suppliers), special interest groups, and communities. The document emphasizes consumers as the most relevant stakeholders, directly influencing the development and implementation of effective CSR strategies.
What are the main CSR issues discussed in relation to the German retail industry?
Main CSR issues discussed include responsible product policies, working conditions, international supply chain management, environmental protection, and social engagement. The document highlights the relative lack of uniform CSR standards and benchmarks, and the importance of product safety given the frequency of toy-related product recalls.
What is the proposed approach to developing a CSR strategy for Toys“R”Us Germany?
The document proposes a CSR strategy tailored to Toys“R”Us Germany's specific context and the broader CSR landscape. This involves analyzing the company's current performance, identifying key stakeholders' concerns, and addressing the main CSR issues within the German retail industry, particularly within the toy sector.
What challenges and implications are associated with implementing the proposed CSR strategy?
The document analyzes the challenges and implications of implementing the recommended CSR strategy. These include integrating CSR into existing business operations, managing stakeholder expectations, and addressing potential conflicts between economic and social/environmental goals.
How does the document analyze Toys“R”Us Germany's and its parent company's CSR performance?
The document compares and contrasts the CSR performance of Toys“R”Us Germany and its parent company, Toys“R”Us Inc. This comparison forms a basis for identifying areas for improvement and developing a more effective CSR strategy for the German branch. The introduction of the "TRU Transformation" strategy is discussed in this context.
What is the structure of the document?
The document includes general information about Toys“R”Us, an overview of the German retail industry, an identification of key stakeholders, an analysis of major CSR issues, and the development of a proposed CSR strategy for Toys“R”Us Germany. Chapter summaries and keywords are also provided.
What are the keywords associated with this document?
Key words include Corporate Social Responsibility (CSR), German Retail Industry, Toy Retail, Stakeholder Analysis, Supply Chain Management, Product Safety, Sustainability, Toys“R”Us, CSR Strategy, and Ethical Business Practices.
- Citar trabajo
- Stefanie Brandl (Autor), 2014, Development of a CSR strategy for Toys R Us Germany, Múnich, GRIN Verlag, https://www.grin.com/document/288550