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Resurrecting Borders

Explore the history of the Borders brand, its downfall, and a strategic plan for its resurrection. Analyze competitors, market share projections, pricing strategies, promotional tactics, community connections, and recommendations for a successful comeback.

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Resurrecting Borders

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  1. Danielle Perri Stefani Glavin Alyssa White Ian Jenrette Brooke Brush Jessica Holland Resurrecting Borders

  2. History Of The Brand • Borders successful for 40 years • 2005 prime year (1329) • 2011 went out of business

  3. Competitors & Market Share • Amazon : 50% • Barnes and Noble : >10% • Miscellaneous competitors : 40% • Misc. competitors include: Wal-Mart, Books-A-Million, local bookstores, and random shops.

  4. Why are Competitors Doing Better?

  5. Old Target Market & Revised Target Market • Was children & teens • Now college students and young professionals • Library Atmosphere, Cheaper Printing, Study Area • Partnering with Apple, using iPads, Macbooks, iMacs • Partnering with Chegg, rent books • Partnering with Jamba Juice • Will have 5% of the total book market size

  6. Market Share Projections & Financial Analysis • 2014 Total Sales in Books = 13 Billion • Barnes & Nobles had 6 Billion of that • We project to have 5% of sales & 5% of the total market • = 650 Million in Total Sales

  7. FLASH SALE FRIDAYS!! Price Analysis • Lowest Price Possible Strategy • Unique 4 Step Approach: • Traded In-Store Pricing • Lowered E-Book Pricing • Reduced Website Pricing w/ Free Shipping & BOGO Free Used Books Sales • New Promotional Shopping Experience • Outcome: • Lower Future In-Store Prices • Gain Loyal Costumers

  8. Current promotional strategy • Advertising in numerous news papers and magazines • Electronic advertisements • Coupons (monthly) • College age target market • Borders Run • Modern design

  9. Improvements and Technology

  10. Community Connections • Listening to customer suggestions • Showing Borders cares about its’ consumers • More community events • Opening fewer stores

  11. Summary Of Recommendations • Border’s E-Reader • Library Atmosphere • Jamba Juice • Chegg & Apple

  12. Questions ?

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