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Today, Migros is the largest retailer in Switzerland as well as being one of the 500 largest companies in the entire world (About Migros, 2009). According to Reinhardt and his associates, Primarily a retailer for foods and near-foods products, the cooperative Migros, with close to 600 retail outlets in Switzerland (but only four outside its domestic market), is facing stiffer competition, both from existing competitors (such as Coop) and new arrivals (such as hard discounters Lidi and Aldi) (p. 37). The company employs almost 80,000 people and has annual revenues in excess of 20 billion francs (About Migros). Further, in 2007, Migros purchased a 70 percent share one of Switzerlands other leading retailers, Denner, which specializes in the sale of alcohol and cigarettes (Swiss retail market consolidates, 2007). According to this report, Both companies said the deal would secure the long-term future of the discount chain at a time of increased competitiveness since the arrival of foreign retailers in the Swiss market, such as Germany's Aldi, and France's Carrefour (Swiss retail market consolidates, p. 3)......

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