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Yıldız Technical University

 
Uğur Bayraklı ± Industrial Engineer



The Assessment Of Migros Ticaret Inc.

 
May 6th 2011

  

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, we are always one step ahead in
the sector with the importance we give to information technologies and the investments we
have made.

      

Migros was founded in 1954 as a joint-venture between Migros Cooperatives Union of

Switzerland and Istanbul Municipality. The aim of the joint-venture was to sell food and
consumer goods from producers under Municipality control and to enable the citizens of
Istanbul to access these goods in good condition and at economical prices. Before the first
store, the Beyoğlu Store situated in the Fish Market, was opened in 1957, there was a fleet of
20 mobile sales trucks which were used to bring the goods to the consumer. Following the
opening of the Beyoğlu store, others were opened in other districts of the city. It was during
these formative years that Migros gained the trust and attention of the inhabitants of the city.

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In 1975, the majority of Migros shares were transferred to the Koç Group. From then on,
Migros gained a new mindset and rapidly set about increasing the number of stores in
Istanbul. With the establishment of an enormous central warehouse and the setting up of
purchasing offices, the necessary infrastructure was in place to bring fruit and vegetables
directly from the field to the supermarket shelves freshly and economically.

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In 1981 the main warehouse of Migros came into service with some extensions and
improvements. There were investments for the healthy and hygienic storage and packaging of
products such as pulses and a meat processing plant went into operation. In 1988 Migros
opened four stores in İzmir. These were the first stores outside Istanbul and paved the way for
expansion in the Aegean Region. By the end of 1989 Migros was operating in two cities with
a total of 34 stores and due to low prices and high quality products in a healthy environment
had become fixed in the mind of the consumer as ³the Honest Trader´.

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Migros had taken the first steps on the road to bringing its modern, high quality, reliable and
economical services to meet the consumer needs and expanding its network in new regions.
At the end of 1990 and the first half of 1991, Migros renovated almost all of its old stores,
introduced computerized, check-outs with automatic scales to Turkish consumers and gained
an ultra modern image. In 1995 Migros became a public limited company.

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Migros pioneered online shopping by opening its virtual store to its customers in September.
Plans were made to expand the use of the on-line store, which by the end of 1997 was in
operation in Istanbul and İzmir, to other cities with Ankara as the first priority.

In 2003 Migros met the target of opening one store per week. Customer satisfaction and
customer growth were both attained through special discounts and campaigns. In July alone
Migros served 11 million customers in Turkey.

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.

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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.

 

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.

   

As Migros 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.


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The company values which have been formed by the participation of our employees and
which bound everyone are as follows:

´ Customer Orientation
´ Trustworthiness
´ Sensitivity
´ âeadership
´ Efficiency
´ Innovativeness
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At Migros. we have set ourselves the target to serve all food and non-food products in a
hygienic and safe environment in order to ensure your safety. Migros has developed and is
continuing to develop its quality-focused processes in its all activities in order to maintain
customer health.

A major step in our concept of µquality¶ was ISO 9001:2000 Quality Management Systems
accreditation in August 2005 and the subsequent improvement and development of the quality
systems, which demonstrated once again the leadership role in the sector that we at Migros
have taken on. In parallel to this, accreditation was given for the ISO 22000-2005 Food Safety
Management System by the Turkish Standards Institution in November 2006.