MİGROS

1. MİGROS

2. HISTORY OF MİGROS • Migros was founded in 1954 as a joint-venture between Migros Cooperatives Union of Switzerland and Istanbul Municipality. • In first years, Migros reached their customers with 20 vehicles and it’s first store opened at 1957 in Beyoğlu. • In 1975, the majority of Migros shares were transferred to the Koç Group. • Migros made some investments for stock and packaging legumes, fresh foods and meats at hygenic areas. • In 1988, it’s new store opened in Izmir and this was the first store out of Istanbul.

3. In 1991, Migros opened MM and MMM Migros stores for accommodate global standards and unstable consumer behaviors. There were different types of goods in these stores. • At the end of 1990, Migros made some important innovations. One of them was, providing part-time working opportunities for students, housewive and retired people. • The other one was, preparing brochure. The first Migroskop published at 1990 and nowadays we can see this brochure to know promotions and prices. • Also, in those years, Migros assimilated low prices, high quality, modern and reliable understanding, because of this, Migros modernized it’s materials.

4. In 1991, Migros became a public limited company. • In 1995, Migros broke new ground in the sector once again with the introduction of Şok brand budget stores which enabled a larger part of the general public to benefit company synergy. • Founded in 1954, Migros Ticaret A.Ş enthusiastically celebrated its 50th anniversary together with all its customers in 2004. Migros’s network reached a total of 507 stores in all seven of regions in Turkey and abroad with 72 M, 72 MM, and 33 MMM size Migros stores, 283 Şok stores and three shopping centres and hypermarkets in Turkey and three Ramstores in Baku, 32 in Moscow, five in Kazakhstan and four in Sofia.

5. In 2005 there was a major leap forward with the acquisition of the retail chain Tansaş, which further strengthened Migros’s leadership in the sector. This acquisition also gave Migros the opportunity to make use of the synergy created and serve the customer through different formats and brands. • In the 2008 annual Global Powers of Retail report prepared and published by Deloitte, Migros was the first company from Turkey to enter the list with a ranking of 236. Migros Ticaret A.Ş, was also ranked 12th out of the 50 fastest growing companies between the years 2001 and 2006. • In the 2009 annual Global Powers of Retail report prepared and published by Deloitte Migros once again succeeded in entering the list for 2008, as it had done the previous year. Rank 236th in 2007, Migros demonstrated its success by rising up the rankings to 190th in 2008.

6. POSITION IN INDUSTRY

7. Migros is the leader in modern retail sector. It’s main goal is serving wide product choices for it’s customers. Migros stores includes glassware, household appliances, to books and clothing as well as food and basic consumables. • Migros always tries to serve its customers by taking advantage of the benefits of technological developments. As well as trusting in our human resources, we are always one step ahead in the sector with the importance we give to information technologies and the investments we have made.”

8. As of 03.12.2010 Migros has a total of 1.927 stores with; • 355 Migros, • 265 Tansaş, • 1.258 Şok, • 10 Macro Center, • 5M in 73 provinces at Turkey, • 29 Ramstore stores abroad.

9. MISSION – VISION - STRATEGY Their Mission; “To be able to assume a leading role in improving the quality of life with the importance we give to customer-focus, sensitivity towards people, the community and the environment, and being as reliable as we are innovative and efficient both at home and abroad and to continue to lead the sector in growth and operational profitability by providing a long-lasting and satisfying return to our employees, business partners and shareholders.”

10. Their Vision; “To be in tune with each and every consumer by providing a service in different formats in line with the strategy of expanding in the retail sector in Turkey and neighbouring countries and being always ahead of consumer expectations.” Their Strategies; “As Migros Ticaret A.Ş. we develop strategies in line with our mission, based on the concept of customer satisfaction in order to increase the retailing standards of the countries where we operate and provide sustainable quality, respectability and leadership in the sector. Our main strategy is to offer modern, reliable, economical and high-quality services to our customers.”

11. VALUES • Customer Orientation • Sensitivity • Efficiency • Trustworthiness • Leadership • Innovativeness

12. TARGET MARKET • Being the pioneer of the modern retail sector in Turkey, Migros meets virtually all customer requirements through its spacious stores with departments ranging from stationary, glassware, household appliances, to books and clothing as well as food and basic consumables. • Migros, which has striven to give the best to its customers, investors and employees with the principle of customer satisfaction during the past 56 years, and through its dynamism, continues to introduce leading practices and new investments to the sector while embarking on its second half-century. • Migros always tries to serve its customers by taking advantage of the benefits of technological developments. As well as trusting in our human resources, they are always one step ahead in the sector with the importance they give to information technologies and the investments we have made.

13. STRATEGIES • Location Strategy; Community shopping center or isolated site • Pricing Strategy; Competitive • The Products They Offer-Quality;Full assortment plus health and beauty aids and general merchandise.High variety of products • Communications Strategy; Web,newspapers,tv advertisements,panel and customer service • Store Atmosperics Strategy; Average(Grid layout, brightness lighting, music is slow, shiny white floors, Shelfs are orderly according to type of goods)

14. Şok’s Strategy; • Location; neighborhood • Prices; very low • Atmosphere and Service; low • Promotion; Low or little • Merchandise; Low width and depth of assortment;few perishables;few national brands

15. COMPARISONWITHTHECOMPETITORSWITHREGARD TOSTRATEGIES • Migros’s competence to predict customer demands, and its ability to stand close to them are appreciated also by the customers. • Remaining nearby its customers thanks to its different formats, Migros recognizes its responsibility to closely monitor the evolving needs of its stakeholders and bases its actions on this awareness and sense of responsibility. • A constant provider of privileges and innovations to its customers, Migros introduced further exclusive practices in its 55th year and started a new era with a bold move.

16. Making a distinction in service, these practices include; • Lifelong guarantee offered by Migros for all consumer goods purchased from Migros, • The opportunity to return unopened expired products at any time, • Migros assurance for customers’ belongings left at Migros stores and store car-parks.

17. Thank You for Your Attention… • SEÇİL YALGIN 20070205077 • TUĞÇE ENDER ARSLANSOY 20070205011