The Borders strategy should be premeditated to address the most important prospects and tasks facing the company. These challenges involve precisely the commoditization of the group's main product types and an extremely competitive market including both in-store and online competitors. Product arrangements have already shifted from physical to digital formats and the borders possess their own loss of market share. These problems, among others, have contributed to the failures of border equivalent store sales procedures and sales by geographic measures in recent years. These failures in turn had a negative impact on profits. In the United States, the book retailing industry is an advanced industry and The Frontier Group has seen little to no growth in recent years. Books are the main type of border product in terms of sales. Instead of opening new book superstores, the Borders group believes that there are greater short-term chances of improving the efficiency of existing superstores. Increase their market share in the field of e-books and improve points of sale on the Internet. Precisely, Borders could consider hypothetically transforming its existing large stores by removing the space currently used for physical books and reorganizing that space for which there are no books, a product that would convince border customers and larger subdivisions devoted to e-book readers, an improved educational toy. and children's play sections and larger cafes and an increase in gifts and stationery help. In my opinion, for the borders, Internet sales will eventually gain popularity and at the same time market share as a supply method for the book, music and cinema market. I believe that selling book materials... paper... hats in stores can be profitable in the short and long term. Borders is also removing fees from our supply chain to accommodate the smaller store base and drive efficiencies. Furthermore, although Borders has significantly reduced the general and organizational costs of doing business in recent years, it would remain responsible for evaluating further reduction opportunities, following its decision to reduce the number of stores. Borders also evaluates all of its service and supply obligations for likely savings. To improve the in-store experience, it's best to focus on creating a great in-store customer experience, driven by the consumer's exploration of what they want from a bookseller. To enable a comfortable and stress-free shopping experience, Borders should improve their stores with innovative navigation technique..