Borders Group, Inc. (Borders) was an international book and music store chain based in Ann Arbor, Michigan in the United States. Borders was established in 1971 by the Border brothers in Michigan. In the late 90s they started opening branches overseas, starting with Canada, United Kingdom, and then Singapore, Ireland, Australia, New Zealand and many other countries. By 2003, it had 1249 stores. However, they started losing money from 2006. They then created a marketing alliance with Amazon, but business was still going downhill. Eventually they had to sell off several of their stores and shut the rest by 2011, due to bankruptcy. Conduct your own research on Borders, analyse it’s business, competition and strategies. Your report should show the contrast with its competitors in particular Barnes and Noble. In addition, present your argument on how Borders could have survived by implementing proper customer relationship management and Supply Chain management plans.
The question belongs to Corporate Strategy and it discusses about a small case study of a company named Borders Group which was an international book and music chain store that closed down due to competition.
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