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MİGROSMİGROS

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• Migros was founded in 1954 as a joint-venturebetween Migros Cooperatives Union of Switzerlandand Istanbul Muniipalit!"

• In first !ears# Migros rea$ed t$eir usto%ers

wit$ &' ve$iles and it(s first store opened at 195)in *e!o+lu"

• In 19)5# t$e %ajorit! of Migros s$ares were

transferred to t$e ,o .roup" 

• 

Migros %ade so%e invest%ents for sto/ and pa/aging legu%es# fres$ foodsand %eats at $!geni areas"

• In 1900# it(s new store opened in Iz%ir and t$is was t$e first store out ofIstanbul"

HISTORY OF MİGROSHISTORY OF MİGROS

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• In 1991# Migros opened MM and MMM Migros stores forao%%odate global standards and unstable onsu%erbe$aviors" $ere were different t!pes of goods in t$ese stores"

• 2t t$e end of 199'# Migros %ade so%e i%portant

innovations"3ne of t$e% was# providing part-ti%e

wor/ing opportunities for students# $ousewive andretired people"

$e ot$er one was# preparing bro$ure" $e firstMigros/op publis$ed at 199' and nowada!s we ansee t$is bro$ure to /now pro%otions and pries"

2lso# in t$ose !ears# Migros assi%ilated lowpries# $ig$ ualit!# %odern and reliable understanding#beause of t$is# Migros %odernized it(s %aterials"

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• In 1991# Migros bea%e a publi li%ited o%pan!" 

• In 1995# Migros bro/e new ground in t$esetor one again wit$ t$e introdution of o/

brand budget stores w$i$ enabled a largerpart of t$e general publi to benefit o%pan!s!nerg!"

• 6ounded in 1954# Migros iaret 2" ent$usiastiall! elebrated its 5't$

anniversar! toget$er wit$ all its usto%ers in &''4" Migros(s networ/ rea$eda total of 5') stores in all seven of regions in ur/e! and abroad wit$ )& M# )&MM# and 77 MMM size Migros stores# &07 o/ stores and t$ree s$opping entresand $!per%ar/ets in ur/e! and t$ree 8a%stores in *a/u# 7& in Mosow# five in,aza/$stan and four in Sofia"

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• In &''5 t$ere was a %ajor leap forward wit$ t$e auisition oft$e retail $ain ansa# w$i$ furt$er strengt$ened Migros(sleaders$ip in t$e setor" $is auisition also gave Migros t$eopportunit! to %a/e use of t$e s!nerg! reated and serve t$e

usto%er t$roug$ different for%ats and brands"

• In t$e &''0 annual .lobal :owers of 8etail report prepared and publis$ed b!;eloitte# Migros was t$e first o%pan! fro% ur/e! to enter t$e list wit$ aran/ing of &7

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POSITION IN INDUSTRYPOSITION IN INDUSTRY

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• Migros is t$e leader in %odern retailsetor" It(s %ain goal is serving wide produt$oies for it(s usto%ers" Migros storesinludes glassware# $ouse$old applianes#to boo/s and lot$ing as well as food and

basi onsu%ables"

•Migros alwa!s tries to serve its usto%ersb! ta/ing advantage of t$e benefits ofte$nologial develop%ents" 2s well astrusting in our $u%an resoures# we arealwa!s one step a$ead in t$e setor wit$ t$e

i%portane we give to infor%ationte$nologies and t$e invest%ents we $ave%ade"=

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•  2s of '7"1&"&'1' Migros $as a total of 1"9&) stores wit$>

755 Migros#

&

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MISSION – VISION -MISSION – VISION -STRATEGYSTRATEGY

Their Mission;

?o be able to assu%e a leading role in i%proving t$e ualit! of life wit$

t$e i%portane we give to usto%er-fous# sensitivit! towards people# t$eo%%unit! and t$e environ%ent# and being as reliable as we areinnovative and effiient bot$ at $o%e and abroad and to ontinue to leadt$e setor in growt$ and operational profitabilit! b! providing a long-lasting and satisf!ing return to our e%plo!ees# business partners ands$are$olders"=

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Their Vision;

?o be in tune wit$ ea$ and ever! onsu%er b! providing a servie indifferent for%ats in line wit$ t$e strateg! of e@panding in t$e retailsetor in ur/e! and neig$bouring ountries and being alwa!s a$ead of

onsu%er e@petations"=

Their Strateies;

?2s Migros iaret 2"" we develop strategies in line wit$ our %ission#based on t$e onept of usto%er satisfation in order to inrease t$e

retailing standards of t$e ountries w$ere we operate and providesustainable ualit!# respetabilit! and leaders$ip in t$e setor"

3ur %ain strateg! is to offer %odern# reliable# eono%ial and $ig$-ualit! servies to our usto%ers"=

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VA!UESVA!UES

• Custo%er 3rientation

• Sensitivit!

• Affiien!

• rustwort$iness

• Beaders$ip

• Innovativeness

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TARGET MAR"ETTARGET MAR"ET•*eing t$e pioneer of t$e %odern retail setor in ur/e!# Migros %eets virtuall! allusto%er reuire%ents t$roug$ its spaious stores wit$ depart%ents ranging fro%stationar!# glassware# $ouse$old applianes# to boo/s and lot$ing as well as food and basionsu%ables"

•Migros# w$i$ $as striven to give t$e best to its usto%ers# investors and e%plo!ees wit$t$e priniple of usto%er satisfation during t$e past 5< !ears# and t$roug$ its d!na%is%#ontinues to introdue leading praties and new invest%ents to t$e setor w$ile e%bar/ingon its seond $alf-entur!"

•Migros alwa!s tries to serve its usto%ers b! ta/ing advantage of t$e benefits ofte$nologial develop%ents" 2s well as trusting in our $u%an resoures# t$e! are alwa!s

one step a$ead in t$e setor wit$ t$e i%portane t$e! give to infor%ation te$nologiesand t$e invest%ents we $ave %ade"

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• !o#ation Strate$; Co%%unit! s$opping enter or isolated site

• Pri#in Strate$; Co%petitive

• The Pro%ts The$ O''er-(&a)it$; 6ull assort%ent plus $ealt$ and beaut! aidsand general %er$andise"ig$ variet! of produts

• *o++&ni#ations Strate$; Deb#newspapers#tv advertise%ents#panel andusto%er servie

• Store At+os,eri#s Strate$; 2verageE.rid la!out# brig$tness lig$ting# %usi isslow# s$in! w$ite floors# S$elfs are orderl! aording to t!pe of goodsF

STRATEGIESSTRATEGIES

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• !o#ation; neig$bor$ood

• Pri#es; ver! low

• At+os,here an% Seri#e; low

• Pro+otion; Bow or little

• Mer#han%ise; Bow widt$ and dept$ of assort%ent>few peris$ables>few national brands

.o/0s Strate$;.o/0s Strate$;

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• Migros(s o%petene to predit usto%er de%ands# and its abilit! to stand loseto t$e% are appreiated also b! t$e usto%ers"

• 8e%aining nearb! its usto%ers t$an/s to its different for%ats# Migrosreognizes its responsibilit! to losel! %onitor t$e evolving needs of its

sta/e$olders and bases its ations on t$is awareness and sense of responsibilit!"

•  2 onstant provider of privileges and innovations to its usto%ers# Migrosintrodued furt$er e@lusive praties in its 55t$ !ear and started a new erawit$ a bold %ove"

 

**OMPARISONOMPARISON 1ITH1ITH THETHE *OMPETITORS*OMPETITORS 1ITH1ITH REGARD TOREGARD TO STRATEGIESSTRATEGIES

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• Ma/ing a distintion in servie# t$ese praties inlude>

Bifelong guarantee offered b! Migros for all onsu%er goods pur$ased fro%

Migros#

$e opportunit! to return unopened e@pired produts at an! ti%e#

Migros assurane for usto%ers( belongings left at Migros stores and store ar-par/s"

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• SE2İ! YA!GIN 34454346455SE2İ! YA!GIN 34454346455• TU72E ENDER ARS!ANSOY 34454346488TU72E ENDER ARS!ANSOY 34454346488

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