Migros Turkey: Scaling Online Operations (A)

Supply Chain Management (2): Migros

Toni Moreno

In November 2019, Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey's oldest and one of its largest supermarket chains, are contemplating the best fulfillment format and delivery model for the company's growing online arm, Sanal Market, and its under-30-minutes grocery service arm, Hemen, are. Migros's online operations had grown over 50% year-on-year in the previous three years, and the target for 2020 was to grow 100%. With all of these considerations in mind, Bartin and Tort needed to decide which levers to pull for the last mile and fulfillment to best serve the future of Migros.

Assignment Questions:

1. Would you recommend Migros to incentivize the use of online?
2. Would you recommend Migros to match the shipping speed of competitors like Getir?
3. How would you use the different fulfillment options that Migros is evaluating (dark store, mini dark store, store picking)
4. What data would you collect to evaluate the options and inform your decision?
5. What questions would you like to ask Mr. Tort and Mr. Bartin?

• Migros Turkey: Scaling Online Operations (A)

https://www.dropbox.com/s/l8afrrao6m45xku/Migros%20Turkey%20-%20Scaling%20Online%20Operations%20%28A%29.pdf?dl=0