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Resurrecting Borders

Danielle Perri Stefani Glavin Alyssa White Ian Jenrette Brooke Brush Jessica Holland. Resurrecting Borders. History Of The Brand. Borders successful for 40 years 2005 prime year (1329) 2011 went out of business. Competitors & Market Share. Amazon : 50% Barnes and Noble : >10%

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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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