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Borders Files Bankruptcy, Is Closing Up to 275 Stores

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2.1 Explain BORDERS’s Competitive Advantages
2.1.1 Background
Borders Group, Inc. was the nation's second largest retailer of books, music, and other educational, informational, and entertainment products. The group which was founded by brothers Tom and Louis Borders in 1971;(Zappone, 2011) only had a meager stock of used books which located in two rooms in the State Theater. From there the brothers soon moved and expanded to the world quickly.

2.1.2 Competitive Advantages
Competitive advantages-when a firm implements a strategy that creates superior value for customers; competitors are unable to duplicate it or find too cost to imitate it. To be better understood and analyze the competitive advantages of the Border Bookstores, this text will focus on the external environment, internal analysis and superior strategy it used.

* External Analysis

The external analysis mainly includes, the general environment, industry competition and competitor analysis and it creates opportunities & threats for the firms. To this case, much more attention will put into the general environment and the industry competition.

a) General Environment
The late 1980s and early 1990s were a time of unprecedented growth for book retailers. Taking advantage of these circumstances, the Border Bookstore had quadrupled its size and was beginning the complicated process of going public. (Australian Associated Press 2011). Around the same time, the retailer attracted the attention of the huge Kmart Corporation, which injected new vitality to the Border Bookstore. Several years later, the Borders and its sibling-Waldenbooks, formed a new company called Borders Group, which was independent from its parent-Kmart Corporation, due to the finances were settled with completed the proceeds of a public (Ovide 2011). The flexible environment contributed the Border Bookstores to grow

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