In October 2005, Urs Riedener, head of marketing at the Swiss retailer Migros, examines the competitive position of the company. The first retailers to food products and almost foods cooperative Migros, about 600 retail outlets in Switzerland (but only four outside its domestic market), faces tough competition, both from existing competitors (such as Coop) and new items (such as hard discounters Aldi and Lidi). Riedener Migros and control up to now has always had faith in the situation Migros »on the market, built around its management structure (clients were also the owners, creating a close relationship between the retail and the market) and its emphasis on the sale never harmful products. Social, environmental and ethical products are key aspects of our products Migros. Riedener knows that Migros benefited from a unique position -., And he wants to make sure that the Migros protects against new and old competitors' Hide
by Forest Reinhardt, Vincent Dessain, Anders Sjoman Source: Harvard Business School 25 pages. Publication Date: December 14, 2005. Prod. #: 706028-PDF-ENG
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