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Borders Express Advertising Strategy. COMPANY There are more than 1,200
Waldenbooks stores and Borders throughout the world. There ...
... Borders, the entrepreneur who established the Borders book chain ... It teamed up with
Federal Express to offer ... 1.50% 1.50% 1.50% 1.50% 2.00% Advertising 10.00% 2.50 ...
... create a brand awareness that transcends state borders. ... than-truckload and
package/express delivery ... initial strategy are summarized as follows: • Advertising. ...
... card programs; International – Target crossing borders into India ... be original in
its products and advertising. ... store, they looked to express their diversity ...
... example, the advent of the fax machine was bad news for Federal Express. ... The firm
may design new products, revamp its advertising strategy, invest in getting ...
Submitted by ttgurrl on June 7, 2006
Category: Miscellaneous
Words: 2669 | Pages: 11
Views: 119
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COMPANY
There are more than 1,200 Waldenbooks stores and Borders throughout the world. There are currently over 460 Borders superstores in the U.S. and 41 Borders stores outside of the U.S. In Great Britain there are 3 Borders etc. stores, and Borders Group Inc. has recently acquired a British stationary company by the name of Paperchase Products Limited with 65 locations. It is held as one of the Fortune 500 companies, reporting $3.7 billion in sales last year. In 2002 alone, Borders Group Inc. spent $11,153,400 on advertising in spot television, Sunday magazines, newspapers, cable TV network, and national spot radio. Borders Group Inc. is clearly a very successful company and no doubt distinguishes itself from its competition through the establishment of loyal relationships with their customers, which keep them coming back to Borders stores to purchase anything from books to music. In their mission statement the company affirms that it will attempt to be the number one provider of books, with the best selection, service, innovation, ambiance, community involvement, and shareholder value. Among their goals, their aspiration to be the most innovative and provide the best ambiance are the two that drive the project called Borders Express.
The Borders Company sees their stores as a place for the individual to indulge their tastes. They want to invite the customer to explore, and feel comfortable while browsing their products. Their employees are a big part of what has led to their success. They employ over 32,000 people throughout the world. The employees are the ones to interact with the customer, and because their motto of making the customer feel comfortable is stressed, the employees must convey this attitude to the consumer. Employees at all levels are welcomed and encouraged to express their opinions and suggestions on how to improve the company. The CEO, Greg Josefowicz, makes regular trips to all of the stores in order to maintain...
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