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Essay heading: How EToys Could Have Made It
Essay specific features
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Business |
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| Date added: |
June 23, 1996 |
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| No of pages / words: |
3 / 768 |
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0 times |
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For example, he spent two-thirds of eToys' advertising budget, about $72 million, on TV spots. In order for eToys to break-even, the company would have to hit $750 million in annual sales.
Lenk also wished to capture a larger share of the market. Hoping to accomplish this, Lenk made the decision to buy the online baby-supply retailer BabyCenter...
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He further added party supplies, hobbies, specialty toys, and planned to add eToys private-label merchandise and clothes. However, due heavily to the marketing strategy Lenk pursued, consumers viewed the brand as specializing only in toys.
Toby Lenk faced other decisions as well. Top executives of Toys 'R' Us wished to meet with Lenk to discuss how the two companies could team up and play to each others' strengths...
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