BORDERS IN MALAYSIA ZOMBIE CHAIN

NURUL SHAFINA KHAIRUDIN P-GSM0079/15

MASYITHAH RAZALI P-GSM0176/14
 INTRODUCTION OF
BORDERS began as an 800-square-foot used books bookstore
at South State St. in Ann Arbor , USA .

By 1999, it was an international chain bookstore with over

36, 000 employees worldwide.

In 2005, the first BORDERS franchise store was opened in

Berjaya Times Square, and was the proud accomplishment of
Berjaya Books Sdn. Bhd., a subsidiary of Berjaya Corporation
Berhad.

6 stores in the Klang Valley and 1 in Penang .

2011 filed for bankruptcy and close all the branches but not
in Malaysia due to the power of franchise agreements and
thats how they operated as Zombie Chain -- The only one
that still operate using the brand name.
ORGANIZATION CHART

Marketing Manager

Marketing Executive Marketing Executive

Marketing Executive
Advertising , Customer Service
Event & Public
Affiliate & & Social Media
Relation
Promotion Content
MARKETING PRACTICES 7Ps MARKETING MIX
 FACTOR ( 7Ps ) HOW IT WORKS ? EXAMPLE
PRODUCT Tangible and intangible Tangible : books & magazines , stationaries , toys , board
game etc.
Intangible : customer service , convenience etc.

PLACE -Located at the city exactly at high-end population -Got 7 physical store mainly in Klang valley : Tropicana City Mall
because of reading culture compare to rural area or The Gardens Mall
other city . The Curve
-Finger-tips ( virtual ) Bangsar Village
Virtual : affiliate with 11street and Lazada
PROMOTION -Collaborate with suppliers/publishers -Discount
-Baucer Buku 1Malaysia -Interesting free gift
-Money value -Buy 2nd at 50% off , Buy 2 free 1 , get 15-30 percent off
-Events -Story telling , Book signing , coffee date , book launching

PRICE Competitive ; doesnt mean to be cheap . -offer corporate purchasing

Have to consider the operation and making profit . -collaborate with banks/financial institutions
-same title , different price with different quality and
supplier/vendor
PEOPLE -Employees and managers as an assets . -Training & rewards .
-Customers is priority . -Customer : various CRM program such as Borders membership
card , Berjaya loyalty card ( Bcard ) , Berjaya Group staff card .
PROCESS Process of delivering the product/service, and the -Customer Service & special order .
behaviour of those who deliver it, are crucial to -Online experience
customer satisfaction . -Reservation service
-The product only available at some branches ; either transfer or
the customer volunteer to go to that store .
PHYSICAL ENVIRONMENT The uniqueness which differentiate between local Collaborate with Starbucks to have a small cozy reading section
library and bookstores . with coffee and pastry . Installed Radioshack for IT equipment .
 MARKETING

ISSUES READING CULTURE & RAPID

CHANGES OF TECHNOLOGY

HIGH STAFF TURNOVER FOCUSING ON WALK-IN PROMOTION

MARKETING RECOMMENDATIONS
Improve the CRM through joint-venture and
collaboration such as giving the priority/good
discount to the member to watch the movie-
based-on-the-novel or create an opportunity for
Harry Potter fans to go to any Universal Studio or
watch the play of Harry Potter and the Cursed
Child : Part I & II .
Wages , staff benefit and employee
empowerment . Most of the staffs especially
front-end have bachelor degree and the basic is
between RM1.1k to RM1.4k . Lets the teenagers
explore the potential of future business .
Active in Social media to keep close to the
customer -Likes , Comments and Follow will
redirect to high traffic in website .
Have to start with the audio book and e-book
right now or will left behind . But income from
books , ebooks and audio books will be the 2 nd .
The 1st income come from space .
Make it easy to be found online - SEO .
THANK YOU =)