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px-2\">Wirtschaft<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Konjunktur\" href=\"https:\/\/www.watson.ch\/konjunktur\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Konjunktur<\/a><\/li><li><a aria-label=\"Arbeitsmarkt\" href=\"https:\/\/www.watson.ch\/arbeitsmarkt\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Arbeitsmarkt<\/a><\/li><li><a aria-label=\"Unternehmen\" href=\"https:\/\/www.watson.ch\/unternehmen\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Unternehmen<\/a><\/li><li><a aria-label=\"B\u00f6rse und Co\" href=\"https:\/\/www.watson.ch\/boerse-und-co\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white 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href=\"https:\/\/www.watson.ch\/unvergessen\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Unvergessen<\/a><\/li><li><a aria-label=\"Resultate\" href=\"https:\/\/www.watson.ch\/resultate\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Resultate<\/a><\/li><\/ul><\/li><li><a aria-label=\"Leben\" href=\"https:\/\/www.watson.ch\/leben\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Leben<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Gef\u00fchle\" href=\"https:\/\/www.watson.ch\/gefuehle\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Gef\u00fchle<\/a><\/li><li><a aria-label=\"Food\" href=\"https:\/\/www.watson.ch\/food\/\" 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flex-col justify-center h-9 text-[16px] px-2\">Spass<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Picdump\" href=\"https:\/\/www.watson.ch\/picdump\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Picdump<\/a><\/li><li><a aria-label=\"Fail-Dienstag\" href=\"https:\/\/www.watson.ch\/fail-dienstag\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Fail-Dienstag<\/a><\/li><li><a aria-label=\"Cute News\" href=\"https:\/\/www.watson.ch\/cute-news\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Cute News<\/a><\/li><li><a aria-label=\"Retro\" href=\"https:\/\/www.watson.ch\/retro\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Retro<\/a><\/li><li><a aria-label=\"Gerechtigkeit siegt\" href=\"https:\/\/www.watson.ch\/gerechtigkeit-siegt\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Gerechtigkeit siegt<\/a><\/li><li><a aria-label=\"Dumm gelaufen\" href=\"https:\/\/www.watson.ch\/dumm-gelaufen\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Dumm gelaufen<\/a><\/li><li><a aria-label=\"Klischeekanone\" href=\"https:\/\/www.watson.ch\/klischeekanone\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Klischeekanone<\/a><\/li><\/ul><\/li><li><a aria-label=\"Digital\" href=\"https:\/\/www.watson.ch\/digital\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Digital<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Android\" href=\"https:\/\/www.watson.ch\/android\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Android<\/a><\/li><li><a aria-label=\"Apple\" href=\"https:\/\/www.watson.ch\/apple\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Apple<\/a><\/li><li><a aria-label=\"Google\" href=\"https:\/\/www.watson.ch\/google\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Google<\/a><\/li><li><a aria-label=\"Microsoft\" href=\"https:\/\/www.watson.ch\/microsoft\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Microsoft<\/a><\/li><li><a aria-label=\"Hardware-Test\" href=\"https:\/\/www.watson.ch\/hardware-test\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Hardware-Test<\/a><\/li><li><a aria-label=\"Online-Sicherheit\" href=\"https:\/\/www.watson.ch\/online-sicherheit\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Online-Sicherheit<\/a><\/li><\/ul><\/li><li><a aria-label=\"Wissen\" href=\"https:\/\/www.watson.ch\/wissen\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Wissen<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"History\" href=\"https:\/\/www.watson.ch\/history\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">History<\/a><\/li><li><a aria-label=\"Gesundheit\" href=\"https:\/\/www.watson.ch\/gesundheit\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Gesundheit<\/a><\/li><li><a aria-label=\"Daten\" href=\"https:\/\/www.watson.ch\/daten\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Daten<\/a><\/li><li><a aria-label=\"Karten\" href=\"https:\/\/www.watson.ch\/karten\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Karten<\/a><\/li><\/ul><\/li><li><a aria-label=\"Blogs\" href=\"https:\/\/www.watson.ch\/blogs\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Blogs<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Emma Amour\" 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px-2\">Interview<\/div><h2 class=\"watson-snippet__title font-Onest text-hyphens text-[29px] md:text-4xl lg:text-6xl font-bold leading-tight lg:leading-extra-tight mb-5 lg:mb-8\">Reputationsexperte \u00fcber die Migros: \u00abDie Menschlichkeit ist verloren gegangen\u00bb<\/h2><div class=\"watson-snippet__lead text-hyphens text-base md:text-xl lg:text-2xl font-bold leading-normal lg:leading-snug mb-8\">Misswirtschaft, Massenk\u00fcndigung, mangelnde Transparenz \u2013 die negativen Schlagzeilen um die Migros reissen nicht ab. 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class=\"watson-snippet__authorbox md:w-3\/5 first-of-type:pt-4 first-of-type:border-t first-of-type:border-solid first-of-type:border-[#DCDCDC]\"><div class=\"mb-3 flex items-center justify-between gap-2\"><div class=\"flex items-center gap-4\"><img src=\"https:\/\/www.watson.ch\/imgdb\/cf45\/Z100,100\/7359798722926769\" alt=\"Ralph Steiner\" width=\"50\" height=\"50\" loading=\"lazy\" class=\"h-auto w-14 rounded-full\"\/><div class=\"text-hyphens text-sm font-semibold leading-snug\"><a href=\"https:\/\/www.watson.ch\/ralph-steiner\/\" aria-label=\"Ralph Steiner\">Ralph Steiner<\/a><\/div><\/div><div class=\"flex items-center gap-1\"><button style=\"height:2rem;font-size:15px;\" class=\"appearance-none rounded border-2 border-solid font-NunitoSans font-semibold leading-none text-center cursor-pointer disabled:cursor-auto group bg-watson_base hover:bg-watson_base_hover disabled:bg-grey-20 dark:disabled:bg-black-80 text-white disabled:text-grey-100\/30 dark:disabled:text-grey-80 h-[46px] flex justify-center items-center gap-3 border-transparent px-0 watson-snippet__button__action w-32\">Folge mir<\/button><\/div><\/div><\/div><\/div><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp1\" data-ad=\"quer-wp1\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp1\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div data-watsui-top-tag-id=\"395\" data-watsui-ads-allowed=\"true\" class=\"insert side watson-autocontext de-CH\"><div class=\"watson-autocontext__stack\"><div class=\"watson-autocontext__stories__title font-bold uppercase pb-2\">Mehr \u00abSchweiz\u00bb<\/div><div class=\"watson-autocontext__stories tagStories\"><\/div><\/div><div class=\"watson-autocontext__businessclick mb-8 shadow-md\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_column_AudieNZZ_businesslick\" data-ad=\"column_AudieNZZ_businesslick\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/column_AudieNZZ_businesslick\" data-ad-type=\"single-ad-slot\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div class=\"watson-autocontext__stack nativeAndPromotionStories\"><\/div><div class=\"watson-autocontext__commercial\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quad_wp0\" data-ad=\"quad-wp0\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quad-wp0\" data-ad-type=\"single-ad-slot\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Wie beurteilen Sie die Situation, in der sich die Migros derzeit befindet?<\/strong><br><strong>Bernhard Bauhofer:<\/strong> Der Ruf der Migros hat sich massiv verschlechtert. Der neueste Fauxpas sind K\u00fcndigungsbriefe f\u00fcr Mitarbeiter des Baumarkts \u00abDo it + Garden\u00bb. Bei einigen der Briefe konnte man aufgrund eines Formatierungsfehlers im Sichtfenster des Couverts \u00abK\u00fcndigung inklusive Austrittsbest\u00e4tigung\u00bb lesen. Dieser Vorfall hat mit der eigentlichen Krise, in der sich die Migros befindet, nichts zu tun. Er tr\u00e4gt aber zum negativen Gesamtbild des Unternehmens bei.<br><\/p><div class=\"insert\"><div class=\"watson-snippet__quote text-center\"><div class=\"watson-snippet__quote__text text-hyphens mb-1 text-2xl font-bold italic md:text-3xl lg:text-4xl\">\u00abDas Verst\u00e4ndnis der Kundinnen und Kunden f\u00fcr das Vorgehen der Migros befindet sich aktuell auf einem Tiefpunkt.\u00bb<\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><b>Zum 100-Jahre-Jubil\u00e4um bringt die Migros ihren legend\u00e4ren Verkaufswagen zur\u00fcck. Der \u00abMerci Bus\u00bb wird in 100 Gemeinden Halt machen und 100 Eigenmarken an Bord haben. Was halten Sie von dieser Charmeoffensive?<\/b><br>Sie kommt zum denkbar ung\u00fcnstigsten Zeitpunkt. Die Solidarit\u00e4t der Migros-Kundschaft mit den entlassenen Mitarbeitenden ist gross, ebenso der \u00c4rger \u00fcber die Art und Weise, wie das Unternehmen wirtschaftet. Das Verst\u00e4ndnis der Kundinnen und Kunden f\u00fcr das Vorgehen der Migros befindet sich aktuell auf einem Tiefpunkt.<\/p><div class=\"insert full force_normal_full_width_mobile\"><img src=\"\/imgdb\/9fd7\/Qx,A,74,178,2306,1201,1064,594,425,238\/956102233650539\" loading=\"lazy\" width=\"2306\" height=\"1201\" alt=\"Dieser Migros-Bus f\u00e4hrt in 100 Schweizer Gemeinden vor.\" data-image-id=\"956102233650539\" class=\"watson-snippet__image bg-grey-10 block h-auto w-full \"\/><div class=\"watson-snippet__caption relative my-2.5 text-[#999999] \"><span class=\"watson-snippet__legend block text-hyphens text-xs md:text-sm\">Dieser Migros-Bus f\u00e4hrt in 100 Schweizer Gemeinden vor.<\/span><span class=\"watson-snippet__source block text-hyphens text-xxs lowercase italic md:text-xs mt-1\">bild: migros<\/span><\/div><\/div><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp2\" data-ad=\"quer-wp2\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp2\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Dem k\u00f6nnte der traditionelle Verkaufswagen doch entgegenwirken?<\/strong><br>Grunds\u00e4tzlich ist die Idee gut, ja. Wir gehen zu unseren Kunden, wir sind f\u00fcr die ganze Schweiz da. Die Frage ist, ob es sich dabei nicht einfach um einen Marketing-Gag handelt. Gleichzeitig wird alles, was die Migros derzeit unternimmt, sehr kritisch be\u00e4ugt. Das hat sich die Migros aber selbst zuzuschreiben. Das Management hat in der Vergangenheit krasse unternehmerische Fehler begangen, die Kundschaft hat wiederum verstanden, dass dies nun die Mitarbeiter und Konsumenten ausbaden m\u00fcssen. Aktionen wie der Verkaufswagen werden aus diesen Gr\u00fcnden nicht mehr als authentisch wahrgenommen, das wirkt alles aufgesetzt.<\/p><div class=\"insert force_normal_full_width_mobile\"><img src=\"\/imgdb\/7591\/Qx,B,60,440,1231,915,556,832,222,333\/179075086982427\" loading=\"lazy\" width=\"1231\" height=\"915\" alt=\"Bernhard Bauhofer, Reputationsexperte.\" data-image-id=\"179075086982427\" class=\"watson-snippet__image bg-grey-10 block h-auto w-full \"\/><div class=\"watson-snippet__caption relative my-2.5 text-[#999999] leading-none\"><span class=\"watson-snippet__source block text-hyphens text-xxs lowercase italic md:text-xs \">Bild: zvg<\/span><\/div><\/div><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp3\" data-ad=\"quer-wp3\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp3\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div class=\"insert force_normal_full_width_mobile\"><div class=\"watson-snippet__simple-infobox\"><div class=\"watson-snippet__simple-infobox__box mb-2 p-4\"><div class=\"infobox-title font-Onest mb-3 text-lg font-bold leading-tight\">Zur Person<\/div><div class=\"text-base leading-normal\">Bernhard Bauhofer bezeichnet sich selbst als \u00abReputationsexperte\u00bb und ist Autor zahlreicher B\u00fccher zum Thema Unternehmensreputation. Er hat an der Ludwig-Maximilian-Universit\u00e4t in M\u00fcnchen Soziologie studiert und betreibt in Wollerau SZ sein eigenes Beratungsunternehmen mit Fokus auf Reputationsmanagement. Bauhofer ber\u00e4t Personen und Unternehmen dabei, wie sie ihre Reputation in der \u00d6ffentlichkeit pflegen und sch\u00fctzen sowie sich selbst erfolgreich vermarkten.<\/div><\/div><\/div><\/div><div class=\"insert\"><div class=\"watson-snippet__quote text-center\"><div class=\"watson-snippet__quote__text text-hyphens mb-1 text-2xl font-bold italic md:text-3xl lg:text-4xl\">\u00abDie Migros muss noch glaubhafter und transparenter darlegen, weshalb es diesen Restrukturierungsprozess ben\u00f6tigt. Und wann er abgeschlossen ist.\u00bb<\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><b>Die Migros arbeitete im Abbauprozess bis Ende 2024 mit dem Unternehmensberater McKinsey zusammen. Mehrere Mitglieder der Migros-Spitze waren fr\u00fcher f\u00fcr McKinsey t\u00e4tig. Wie ist das zu werten?<\/b><br>McKinsey liess das Feingef\u00fchl bez\u00fcglich Timing und Botschaft in der Vergangenheit oft vermissen. Beim US-Unternehmen geht es nur um Zahlen, Rentabilit\u00e4t und Kahlschlag. Es ist schade, dass eine solch klassische Consulting-Attit\u00fcde auch die Kultur bei der Migros sehr stark beeinflusst hat. Das wird die Marke Migros nachhaltig sch\u00e4digen, davon bin ich absolut \u00fcberzeugt.<\/p><div class=\"insert\"><div class=\"watson-contextTeaser\"><div class=\"watson-card aspect-video\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/252362321-migros-verkauft-micasa-und-schliesst-do-it-garden-das-ist-bekannt\" aria-label=\"Zur Story\" class=\"watson-teaser watson-teaser__simple block relative h-full\"><div data-background-image=\"https:\/\/www.watson.ch\/imgdb\/60f3\/Qx,610,1079,817,3321,2520,2522,983,832,598\/1742474319919465\" class=\"watson-teaser__image relative inset-0 h-full bg-white bg-cover bg-center bg-no-repeat\"><\/div><div class=\"watson-teaser__label absolute left-0 right-0 bottom-0 z-[2] px-4 pb-4\"><div class=\"watson-title__wrapper overflow-x-hidden pr-2 pb-0.5\"><h2 class=\"watson-title__teaser dark:watson-title__teaser inline box-decoration-clone bg-white dark:bg-black-100 hyphens-auto border-solid border-b-watson_base text-black-90 dark:text-white font-Onest font-black text-[18px] md:text-[22px] text-left leading-[31px] md:leading-[36px] pl-2\">Kahlschlag bei Migros \u2013 das Wichtigste in 5 Punkten<\/h2><\/div><\/div><\/a><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Was sollte die Migros unternehmen, damit ihr Ruf wieder besser wird?<\/strong><br>Die Migros muss noch glaubhafter und transparenter darlegen, weshalb es diesen Restrukturierungsprozess ben\u00f6tigt. Und wann er abgeschlossen ist. Gelingt dies, kann die Migros wieder f\u00fcr Ruhe, Vertrauen und Zuversicht unter ihren Mitarbeitenden und ihrer Kundschaft sorgen.<\/p><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp4\" data-ad=\"quer-wp4\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp4\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Das t\u00f6nt so, als w\u00e4re die Migros ein Grosskonzern und kein Genossenschafts-Bund mehr.<\/strong><br>Die Migros ist l\u00e4ngst nichts anderes mehr als ein knallharter Grosskonzern. Der soziale Aspekt und die Menschlichkeit sind verloren gegangen. Es ist zudem fast schon eine Ironie, dass der gr\u00f6sste Abbau in der Unternehmensgeschichte und das 100-Jahre-Jubil\u00e4um mehr oder weniger zeitgleich \u00fcber die B\u00fchne gehen.<br><\/p><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Hat die Migros ihren Ruf nachhaltig verspielt?<\/strong><br>Das glaube ich nicht. Die Migros war in Reputationsrankings \u00fcber viele Jahre die Nummer 1 und hat sich damit ein hohes Reputationskapital angespart. Sie muss sich aber schleunigst auf ihr Kerngesch\u00e4ft zur\u00fcckbesinnen. Ein breites, qualitativ gutes Supermarktangebot zu g\u00fcnstigen Preisen. Aktuell ist die Migros kein Sanierungsfall, aber ein angeschlagener Mitbewerber. Der Restrukturierungsprozess ist der richtige Schritt, um vergangene Managementfehler zu korrigieren. Den Turnaround zu schaffen, wird jedoch eine Herkulesaufgabe.<\/p><div class=\"insert\"><script data-component=\"Poll\" type=\"application\/json\">%7B%22pollData%22%3A%7B%22id%22%3A14781%2C%22question%22%3A%22Wie%20stehst%20du%20zur%20Migros%3F%22%2C%22created%22%3A%222025-03-06T16%3A45%3A35%2B01%3A00%22%2C%22created_by%22%3A339868446%2C%22modified%22%3A%222025-03-06T16%3A48%3A28%2B01%3A00%22%2C%22modified_by%22%3A453517424%2C%22status%22%3A1%2C%22deleted%22%3A0%2C%22is_public%22%3A1%2C%22results%22%3A%5B%7B%22id%22%3A64488%2C%22answer%22%3A%22Ich%20halte%20es%20wie%20Bauhofer%3A%20knallharter%20Grosskonzern!%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%2C%7B%22id%22%3A64491%2C%22answer%22%3A%22Ich%20bin%20ein%20Migros-Kind%20und%20werde%20es%20immer%20bleiben%22%2C%22score%22%3A1%2C%22percentage%22%3A100%7D%2C%7B%22id%22%3A64494%2C%22answer%22%3A%22Mit%20dem%20aktuellen%20Vorgehen%20kann%20ich%20nichts%20anfangen%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%2C%7B%22id%22%3A64497%2C%22answer%22%3A%22Ich%20war%20schon%20immer%20ein%20Coop-Kind%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%2C%7B%22id%22%3A64500%2C%22answer%22%3A%22Ich%20kaufe%20nur%20bei%20Aldi%20und%20Lidl%20ein%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%5D%7D%7D<\/script><form data-mode=\"dark\" class=\"watson-poll mb-4 w-auto bg-black-100 px-4 py-6 text-white\"><div class=\"mb-4 text-base font-bold leading-6\">Wie stehst du zur Migros?<\/div><input type=\"hidden\" name=\"poll_id\" value=\"14781\"\/><div class=\"mb-4\"><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64488\"\/><span class=\"text-sm leading-5\">Ich halte es wie Bauhofer: knallharter Grosskonzern!<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64491\"\/><span class=\"text-sm leading-5\">Ich bin ein Migros-Kind und werde es immer bleiben<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64494\"\/><span class=\"text-sm leading-5\">Mit dem aktuellen Vorgehen kann ich nichts anfangen<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64497\"\/><span class=\"text-sm leading-5\">Ich war schon immer ein Coop-Kind<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64500\"\/><span class=\"text-sm leading-5\">Ich kaufe nur bei Aldi und Lidl ein<\/span><\/label><\/div><button disabled class=\"appearance-none rounded border-2 border-solid font-NunitoSans font-semibold leading-none text-center cursor-pointer disabled:cursor-auto group bg-watson_base hover:bg-watson_base_hover disabled:bg-grey-20 dark:disabled:bg-black-80 text-white disabled:text-grey-100\/30 dark:disabled:text-grey-80 h-[46px] flex justify-center items-center gap-3 border-transparent w-full\">Abstimmen<\/button><\/form><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Die Migros will den Preis von 1000 Alltagsprodukten auf das Niveau von Discountern senken. Was halten Sie von dieser Strategie?<\/strong><br>Die Tiefpreis-Strategie der Migros kommt einer Kannibalisierung gleich. Sie konkurrenziert damit Denner, den hauseigenen Discounter. Zudem werden dauerhafte Tiefpreise irgendwann nicht mehr als Aktionen wahrgenommen, sondern als fortw\u00e4hrende Konstante. Sind je nach Situation weitere Aktionen n\u00f6tig, nagt dies an der Rentabilit\u00e4t. Die Migros tut gut daran, keinen Preiskrieg zu entfachen. Die Konkurrenz durch Aldi und Lidl ist massiv, sie haben einen ganz anderen Hebel und vielmehr Erfahrung im Discount-Bereich.<\/p><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp5\" data-ad=\"quer-wp5\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp5\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div class=\"insert\"><div class=\"watson-contextTeaser\"><div class=\"watson-card aspect-video\"><a href=\"https:\/\/www.watson.ch\/schweiz\/interview\/401226911-migros-beendet-alnatura-kooperation-das-sagt-alnatura-schweiz-chef\" aria-label=\"Zur Story\" class=\"watson-teaser watson-teaser__simple block relative h-full\"><div data-background-image=\"https:\/\/www.watson.ch\/imgdb\/e35c\/Qx,A,0,95,1358,766,390,162,614,360\/1638458497807559\" class=\"watson-teaser__image relative inset-0 h-full bg-white bg-cover bg-center bg-no-repeat\"><\/div><div class=\"watson-teaser__label absolute left-0 right-0 bottom-0 z-[2] px-4 pb-4\"><div class=\"watson-teaser__uppertitle inline-flex font-Onest font-black text-hyphens uppercase px-2 pt-0.5 color_combo_1 combo_bg combo_fg text-[10px] lg:text-[12px] leading-loose\"><span class=\"line-clamp-1\">Interview<\/span><\/div><div class=\"watson-title__wrapper overflow-x-hidden pr-2 pb-0.5\"><h2 class=\"watson-title__teaser dark:watson-title__teaser inline box-decoration-clone bg-white dark:bg-black-100 hyphens-auto border-solid border-b-watson_base text-black-90 dark:text-white font-Onest font-black text-[18px] md:text-[22px] text-left leading-[31px] md:leading-[36px] pl-2\">\u00abKlar sind wir entt\u00e4uscht!\u00bb: Jetzt spricht der Alnatura-Schweiz-Chef \u00fcber das Migros-Aus<\/h2><\/div><\/div><\/a><\/div><\/div><\/div><div class=\"insert\"><div class=\"watson-snippet__quote text-center\"><div class=\"watson-snippet__quote__text text-hyphens mb-1 text-2xl font-bold italic md:text-3xl lg:text-4xl\">\u00abDie junge Generation hat neue Verhaltensmuster, neue Einstellungen und null Loyalit\u00e4t.\u00bb<\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><b>Im j\u00e4hrlichen Reputationsranking des Marktforschungsunternehmens GFK fiel die Migros im vergangenen Jahr von Rang 1 auf Rang 3 zur\u00fcck. Sie sei aber \u00abimmer noch das Unternehmen, mit dem sich die Schweizerinnen und Schweizer am st\u00e4rksten identifizieren k\u00f6nnen\u00bb. Hackt man zu fest auf der Migros herum?<\/b><br>Ich denke, dass Herumhacken der falsche Begriff ist. Dass die Migros in der Bev\u00f6lkerung weiterhin Sympathien geniesst, l\u00e4sst sich nicht wegreden. Die Frage ist vielmehr, ob die Migros den ersten Rang jemals wieder erreichen kann. Da spielt vor allem die j\u00fcngere Generation eine relevante Rolle.<\/p><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Weshalb?<\/strong><br>Leute in meinem Alter, ich bin Anfang 60, konnten \u00fcber viele Jahre eine Bindung zur Migros aufbauen. Da gab es Aldi und Lidl in der Schweiz noch nicht. Von Zalando, Shein und Temu gar nicht zu reden. Diese Treue, die soziale Bindung, l\u00f6st sich nicht einfach auf. J\u00fcngere Menschen hingegen konsumieren, wo es ihnen gerade passt. Die junge Generation hat neue Verhaltensmuster, neue Einstellungen und null Loyalit\u00e4t. Ich sehe das bei meinen T\u00f6chtern aus der Generation Z: Deren Einkaufsverhalten unterscheidet sich diametral von meinem.<\/p><div class=\"insert force_full_width_mobile\"><div class=\"watson-snippet__contextBoxList py-6 px-4\"><div class=\"text-hyphens relative pb-4 text-lg font-bold leading-tight\">Mehr zur Migros:<\/div><ul class=\"watson-snippet__list\"><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/362633788-migros-verkauft-micasa-und-schliesst-do-it\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Migros verkauft Micasa und schliesst Do it \u2013 Ende von Franchise-Vertrag mit Alnatura<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/428660729-migros-und-coop-bieten-produkte-fuer-ramadan-an\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Rendite mit Ramadan: So profitieren Migros und Co. von dem muslimischen Fastenmonat <\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/779084361-migros-online-streicht-nach-kritik-bonuskuerzungen-bei-krankheit\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Nach watson-Bericht: Migros Online streicht Bonusk\u00fcrzungen bei Krankheit<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/298123098-migros-online-soll-angestellte-krank-gemacht-haben\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>\u00abDiese Arbeit macht krank\u00bb \u2013 Migros Online steht gerade massiv in der Kritik<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/613021017-migros-verklagt-bestsmile-gruender-ertan-wittwer-nach-kauf-debakel\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Migros verklagt Bestsmile-Gr\u00fcnder nach Kauf-Debakel \u2013 so wehrt sich Ertan Wittwer<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/930939752-migros-verkauft-hotelplan-gruppe-an-dertour\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Migros-Ausverkauf: Hotelplan-Gruppe geht an deutschen Reiseveranstalter Dertour <\/a><\/li><\/ul><\/div><\/div><\/div>\n \n <div class=\"insert force_full_width_mobile\">\n <script data-component=\"Donation2\" 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<\/div>\n\n <div class=\"article-end\"><\/div>\n <div class=\"insert\">\n <div class=\"watson-tag-topics\"><div class=\"text-black-70 text-xs md:text-sm mb-1\">Themen<\/div><ul class=\"flex gap-1 md:gap-2 flex-wrap\"><li><a href=\"https:\/\/www.watson.ch\/schweiz\/\" aria-label=\"Link zu Schweiz\" class=\"watson-tag-topics__link block text-xs md:text-sm text-green hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Schweiz<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/wirtschaft\/\" aria-label=\"Link zu Wirtschaft\" class=\"watson-tag-topics__link block text-xs md:text-sm text-green hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Wirtschaft<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/konsum-detailhandel\/\" aria-label=\"Link zu Konsum - Detailhandel\" class=\"watson-tag-topics__link block text-xs md:text-sm text-watson_blue-100 hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Konsum - Detailhandel<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/migros\/\" aria-label=\"Link zu Migros\" class=\"watson-tag-topics__link block text-xs md:text-sm text-watson_blue-100 hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Migros<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/interview\/\" aria-label=\"Link zu Interview\" class=\"watson-tag-topics__link block text-xs md:text-sm text-watson_blue-100 hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Interview<\/a><\/li><\/ul><\/div>\n <\/div>\n <div class=\"story-recommendations relative\">\n <div class=\"watson-recommendation__slideshow insert force_full_width_mobile mb-6\"><div class=\"watson-snippet__snippet-title font-Onest text-hyphens relative mb-2 text-xl font-bold leading-tight md:text-2xl md:leading-tight\">Diese 10 Probleme kennen wir alle beim Einkaufen<\/div><div class=\"mb-2\"><script data-component=\"Slideshow\" 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August in Davos einen 19-j\u00e4hrigen Juden geschlagen und antisemitisch beleidigt haben, sind zu einer Freiheitsstrafe verurteilt worden. Das erkl\u00e4rte die Staatsanwaltschaft Graub\u00fcnden am Donnerstag gegen\u00fcber Keystone-SDA.<\/p><div class=\"relative text-center md:w-3\/5\"><div class=\"watson-next-story__actionbutton absolute bottom-0 mb-6 w-full\"><div class=\"appearance-none rounded border-2 border-solid font-NunitoSans font-semibold leading-none text-center cursor-pointer disabled:cursor-auto group bg-watson_base hover:bg-watson_base_hover disabled:bg-grey-20 dark:disabled:bg-black-80 text-white disabled:text-grey-100\/30 dark:disabled:text-grey-80 h-[46px] flex justify-center items-center gap-3 border-transparent px-8 mx-auto\">Zur Story<\/div><\/div><\/div><\/div>\n <div class=\"widget commercial\">\n \n <\/div>\n \n<\/div>\n\n\n <script type=\"application\/ld+json\">\n {\"@context\":\"https:\/\/schema.org\",\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.watson.ch\/!867492149#article\",\"headline\":\"Migros: Reputationsexperte sieht \u00abMerci Bus\u00bb-Aktion kritisch\",\"url\":\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/867492149-migros-reputationsexperte-sieht-merci-bus-aktion-kritisch\",\"inLanguage\":\"de\",\"alternativeHeadline\":\"\u00abDie Tiefpreis-Strategie der Migros kommt einer Kannibalisierung gleich\u00bb\",\"description\":\"Misswirtschaft und mangelnde Transparenz \u2013 die negativen Schlagzeilen um die Migros reissen nicht ab. Das sagt der Reputationsexperte Bernhard Bauhofer dazu.\",\"sameAs\":\"https:\/\/www.watson.ch\/!867492149\",\"datePublished\":\"2025-03-07T11:45:14+01:00\",\"dateModified\":\"2025-03-07T11:45:14+01:00\",\"articleSection\":[\"Schweiz\",\"Konsum - Detailhandel\",\"Migros\",\"Wirtschaft\",\"Interview\"],\"mainEntityOfPage\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/867492149-migros-reputationsexperte-sieht-merci-bus-aktion-kritisch\"},\"articleBody\":\"<strong>Wie beurteilen Sie die Situation, in der sich die Migros derzeit befindet?<\/strong><br><strong>Bernhard Bauhofer:<\/strong> Der Ruf der Migros hat sich massiv verschlechtert. Der neueste Fauxpas sind K\u00fcndigungsbriefe f\u00fcr Mitarbeiter des Baumarkts \u00abDo it + Garden\u00bb. Bei einigen der Briefe konnte man aufgrund eines Formatierungsfehlers im Sichtfenster des Couverts \u00abK\u00fcndigung inklusive Austrittsbest\u00e4tigung\u00bb lesen. Dieser Vorfall hat mit der eigentlichen Krise, in der sich die Migros befindet, nichts zu tun. Er tr\u00e4gt aber zum negativen Gesamtbild des Unternehmens bei.<br> <b>Zum 100-Jahre-Jubil\u00e4um bringt die Migros ihren legend\u00e4ren Verkaufswagen zur\u00fcck. Der \u00abMerci Bus\u00bb wird in 100 Gemeinden Halt machen und 100 Eigenmarken an Bord haben. Was halten Sie von dieser Charmeoffensive?<\/b><br>Sie kommt zum denkbar ung\u00fcnstigsten Zeitpunkt. Die Solidarit\u00e4t der Migros-Kundschaft mit den entlassenen Mitarbeitenden ist gross, ebenso der \u00c4rger \u00fcber die Art und Weise, wie das Unternehmen wirtschaftet. Das Verst\u00e4ndnis der Kundinnen und Kunden f\u00fcr das Vorgehen der Migros befindet sich aktuell auf einem Tiefpunkt. <strong>Dem k\u00f6nnte der traditionelle Verkaufswagen doch entgegenwirken?<\/strong><br>Grunds\u00e4tzlich ist die Idee gut, ja. Wir gehen zu unseren Kunden, wir sind f\u00fcr die ganze Schweiz da. Die Frage ist, ob es sich dabei nicht einfach um einen Marketing-Gag handelt. Gleichzeitig wird alles, was die Migros derzeit unternimmt, sehr kritisch be\u00e4ugt. Das hat sich die Migros aber selbst zuzuschreiben. Das Management hat in der Vergangenheit krasse unternehmerische Fehler begangen, die Kundschaft hat wiederum verstanden, dass dies nun die Mitarbeiter und Konsumenten ausbaden m\u00fcssen. Aktionen wie der Verkaufswagen werden aus diesen Gr\u00fcnden nicht mehr als authentisch wahrgenommen, das wirkt alles aufgesetzt. <b>Die Migros arbeitete im Abbauprozess bis Ende 2024 mit dem Unternehmensberater McKinsey zusammen. Mehrere Mitglieder der Migros-Spitze waren fr\u00fcher f\u00fcr McKinsey t\u00e4tig. Wie ist das zu werten?<\/b><br>McKinsey liess das Feingef\u00fchl bez\u00fcglich Timing und Botschaft in der Vergangenheit oft vermissen. Beim US-Unternehmen geht es nur um Zahlen, Rentabilit\u00e4t und Kahlschlag. Es ist schade, dass eine solch klassische Consulting-Attit\u00fcde auch die Kultur bei der Migros sehr stark beeinflusst hat. Das wird die Marke Migros nachhaltig sch\u00e4digen, davon bin ich absolut \u00fcberzeugt. <strong>Was sollte die Migros unternehmen, damit ihr Ruf wieder besser wird?<\/strong><br>Die Migros muss noch glaubhafter und transparenter darlegen, weshalb es diesen Restrukturierungsprozess ben\u00f6tigt. Und wann er abgeschlossen ist. Gelingt dies, kann die Migros wieder f\u00fcr Ruhe, Vertrauen und Zuversicht unter ihren Mitarbeitenden und ihrer Kundschaft sorgen. <strong>Das t\u00f6nt so, als w\u00e4re die Migros ein Grosskonzern und kein Genossenschafts-Bund mehr.<\/strong><br>Die Migros ist l\u00e4ngst nichts anderes mehr als ein knallharter Grosskonzern. Der soziale Aspekt und die Menschlichkeit sind verloren gegangen. Es ist zudem fast schon eine Ironie, dass der gr\u00f6sste Abbau in der Unternehmensgeschichte und das 100-Jahre-Jubil\u00e4um mehr oder weniger zeitgleich \u00fcber die B\u00fchne gehen.<br> <strong>Hat die Migros ihren Ruf nachhaltig verspielt?<\/strong><br>Das glaube ich nicht. Die Migros war in Reputationsrankings \u00fcber viele Jahre die Nummer 1 und hat sich damit ein hohes Reputationskapital angespart. Sie muss sich aber schleunigst auf ihr Kerngesch\u00e4ft zur\u00fcckbesinnen. Ein breites, qualitativ gutes Supermarktangebot zu g\u00fcnstigen Preisen. Aktuell ist die Migros kein Sanierungsfall, aber ein angeschlagener Mitbewerber. Der Restrukturierungsprozess ist der richtige Schritt, um vergangene Managementfehler zu korrigieren. Den Turnaround zu schaffen, wird jedoch eine Herkulesaufgabe. <strong>Die Migros will den Preis von 1000 Alltagsprodukten auf das Niveau von Discountern senken. Was halten Sie von dieser Strategie?<\/strong><br>Die Tiefpreis-Strategie der Migros kommt einer Kannibalisierung gleich. Sie konkurrenziert damit Denner, den hauseigenen Discounter. Zudem werden dauerhafte Tiefpreise irgendwann nicht mehr als Aktionen wahrgenommen, sondern als fortw\u00e4hrende Konstante. Sind je nach Situation weitere Aktionen n\u00f6tig, nagt dies an der Rentabilit\u00e4t. Die Migros tut gut daran, keinen Preiskrieg zu entfachen. Die Konkurrenz durch Aldi und Lidl ist massiv, sie haben einen ganz anderen Hebel und vielmehr Erfahrung im Discount-Bereich. <b>Im j\u00e4hrlichen Reputationsranking des Marktforschungsunternehmens GFK fiel die Migros im vergangenen Jahr von Rang 1 auf Rang 3 zur\u00fcck. Sie sei aber \u00abimmer noch das Unternehmen, mit dem sich die Schweizerinnen und Schweizer am st\u00e4rksten identifizieren k\u00f6nnen\u00bb. Hackt man zu fest auf der Migros herum?<\/b><br>Ich denke, dass Herumhacken der falsche Begriff ist. Dass die Migros in der Bev\u00f6lkerung weiterhin Sympathien geniesst, l\u00e4sst sich nicht wegreden. Die Frage ist vielmehr, ob die Migros den ersten Rang jemals wieder erreichen kann. Da spielt vor allem die j\u00fcngere Generation eine relevante Rolle. <strong>Weshalb?<\/strong><br>Leute in meinem Alter, ich bin Anfang 60, konnten \u00fcber viele Jahre eine Bindung zur Migros aufbauen. Da gab es Aldi und Lidl in der Schweiz noch nicht. Von Zalando, Shein und Temu gar nicht zu reden. Diese Treue, die soziale Bindung, l\u00f6st sich nicht einfach auf. J\u00fcngere Menschen hingegen konsumieren, wo es ihnen gerade passt. Die junge Generation hat neue Verhaltensmuster, neue Einstellungen und null Loyalit\u00e4t. Ich sehe das bei meinen T\u00f6chtern aus der Generation Z: Deren Einkaufsverhalten unterscheidet sich diametral von meinem.\",\"author\":[{\"@type\":\"Person\",\"name\":\"Ralph Steiner\",\"url\":\"https:\/\/www.watson.ch\/ralph-steiner\/\",\"jobTitle\":\"Journalist\"}],\"publisher\":{\"@context\":\"https:\/\/schema.org\",\"@type\":\"NewsMediaOrganization\",\"@id\":\"https:\/\/www.watson.ch\/#publisher\",\"name\":\"watson\",\"url\":\"https:\/\/www.watson.ch\/\",\"masthead\":\"https:\/\/www.watson.ch\/u\/impressum\/\",\"foundingDate\":\"2014-01-22\",\"logo\":{\"@type\":\"ImageObject\",\"url\":\"https:\/\/www.watson.ch\/media\/img\/main\/logos\/logo_watson_google.png\",\"height\":\"40\",\"width\":\"250\"},\"alternateName\":[\"watson.ch\",\"watson News\"],\"address\":{\"@type\":\"PostalAddress\",\"streetAddress\":\"Hardstrasse 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px-2\">Wirtschaft<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Konjunktur\" href=\"https:\/\/www.watson.ch\/konjunktur\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Konjunktur<\/a><\/li><li><a aria-label=\"Arbeitsmarkt\" href=\"https:\/\/www.watson.ch\/arbeitsmarkt\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Arbeitsmarkt<\/a><\/li><li><a aria-label=\"Unternehmen\" href=\"https:\/\/www.watson.ch\/unternehmen\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Unternehmen<\/a><\/li><li><a aria-label=\"B\u00f6rse und Co\" href=\"https:\/\/www.watson.ch\/boerse-und-co\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white 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href=\"https:\/\/www.watson.ch\/unvergessen\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Unvergessen<\/a><\/li><li><a aria-label=\"Resultate\" href=\"https:\/\/www.watson.ch\/resultate\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Resultate<\/a><\/li><\/ul><\/li><li><a aria-label=\"Leben\" href=\"https:\/\/www.watson.ch\/leben\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Leben<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Gef\u00fchle\" href=\"https:\/\/www.watson.ch\/gefuehle\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Gef\u00fchle<\/a><\/li><li><a aria-label=\"Food\" href=\"https:\/\/www.watson.ch\/food\/\" 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flex-col justify-center h-9 text-[16px] px-2\">Spass<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Picdump\" href=\"https:\/\/www.watson.ch\/picdump\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Picdump<\/a><\/li><li><a aria-label=\"Fail-Dienstag\" href=\"https:\/\/www.watson.ch\/fail-dienstag\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Fail-Dienstag<\/a><\/li><li><a aria-label=\"Cute News\" href=\"https:\/\/www.watson.ch\/cute-news\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Cute News<\/a><\/li><li><a aria-label=\"Retro\" href=\"https:\/\/www.watson.ch\/retro\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Retro<\/a><\/li><li><a aria-label=\"Gerechtigkeit siegt\" href=\"https:\/\/www.watson.ch\/gerechtigkeit-siegt\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Gerechtigkeit siegt<\/a><\/li><li><a aria-label=\"Dumm gelaufen\" href=\"https:\/\/www.watson.ch\/dumm-gelaufen\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Dumm gelaufen<\/a><\/li><li><a aria-label=\"Klischeekanone\" href=\"https:\/\/www.watson.ch\/klischeekanone\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Klischeekanone<\/a><\/li><\/ul><\/li><li><a aria-label=\"Digital\" href=\"https:\/\/www.watson.ch\/digital\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Digital<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Android\" href=\"https:\/\/www.watson.ch\/android\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Android<\/a><\/li><li><a aria-label=\"Apple\" href=\"https:\/\/www.watson.ch\/apple\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Apple<\/a><\/li><li><a aria-label=\"Google\" href=\"https:\/\/www.watson.ch\/google\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Google<\/a><\/li><li><a aria-label=\"Microsoft\" href=\"https:\/\/www.watson.ch\/microsoft\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Microsoft<\/a><\/li><li><a aria-label=\"Hardware-Test\" href=\"https:\/\/www.watson.ch\/hardware-test\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Hardware-Test<\/a><\/li><li><a aria-label=\"Online-Sicherheit\" href=\"https:\/\/www.watson.ch\/online-sicherheit\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Online-Sicherheit<\/a><\/li><\/ul><\/li><li><a aria-label=\"Wissen\" href=\"https:\/\/www.watson.ch\/wissen\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Wissen<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"History\" href=\"https:\/\/www.watson.ch\/history\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">History<\/a><\/li><li><a aria-label=\"Gesundheit\" href=\"https:\/\/www.watson.ch\/gesundheit\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Gesundheit<\/a><\/li><li><a aria-label=\"Daten\" href=\"https:\/\/www.watson.ch\/daten\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Daten<\/a><\/li><li><a aria-label=\"Karten\" href=\"https:\/\/www.watson.ch\/karten\/\" class=\"watson-navigation__sublink whitespace-no-wrap block h-7 w-[200px] divide-white overflow-hidden pl-2 pr-2 text-sm leading-loose\">Karten<\/a><\/li><\/ul><\/li><li><a aria-label=\"Blogs\" href=\"https:\/\/www.watson.ch\/blogs\/\" class=\"watson-navigation__mainlink flex flex-col justify-center h-9 text-[16px] px-2\">Blogs<\/a><ul class=\"watson-navigation__subnavigation z-1 absolute hidden\"><li><a aria-label=\"Emma Amour\" 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px-2\">Interview<\/div><h2 class=\"watson-snippet__title font-Onest text-hyphens text-[29px] md:text-4xl lg:text-6xl font-bold leading-tight lg:leading-extra-tight mb-5 lg:mb-8\">Reputationsexperte \u00fcber die Migros: \u00abDie Menschlichkeit ist verloren gegangen\u00bb<\/h2><div class=\"watson-snippet__lead text-hyphens text-base md:text-xl lg:text-2xl font-bold leading-normal lg:leading-snug mb-8\">Misswirtschaft, Massenk\u00fcndigung, mangelnde Transparenz \u2013 die negativen Schlagzeilen um die Migros reissen nicht ab. 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class=\"watson-snippet__authorbox md:w-3\/5 first-of-type:pt-4 first-of-type:border-t first-of-type:border-solid first-of-type:border-[#DCDCDC]\"><div class=\"mb-3 flex items-center justify-between gap-2\"><div class=\"flex items-center gap-4\"><img src=\"https:\/\/www.watson.ch\/imgdb\/cf45\/Z100,100\/7359798722926769\" alt=\"Ralph Steiner\" width=\"50\" height=\"50\" loading=\"lazy\" class=\"h-auto w-14 rounded-full\"\/><div class=\"text-hyphens text-sm font-semibold leading-snug\"><a href=\"https:\/\/www.watson.ch\/ralph-steiner\/\" aria-label=\"Ralph Steiner\">Ralph Steiner<\/a><\/div><\/div><div class=\"flex items-center gap-1\"><button style=\"height:2rem;font-size:15px;\" class=\"appearance-none rounded border-2 border-solid font-NunitoSans font-semibold leading-none text-center cursor-pointer disabled:cursor-auto group bg-watson_base hover:bg-watson_base_hover disabled:bg-grey-20 dark:disabled:bg-black-80 text-white disabled:text-grey-100\/30 dark:disabled:text-grey-80 h-[46px] flex justify-center items-center gap-3 border-transparent px-0 watson-snippet__button__action w-32\">Folge mir<\/button><\/div><\/div><\/div><\/div><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp1\" data-ad=\"quer-wp1\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp1\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div data-watsui-top-tag-id=\"395\" data-watsui-ads-allowed=\"true\" class=\"insert side watson-autocontext de-CH\"><div class=\"watson-autocontext__stack\"><div class=\"watson-autocontext__stories__title font-bold uppercase pb-2\">Mehr \u00abSchweiz\u00bb<\/div><div class=\"watson-autocontext__stories tagStories\"><\/div><\/div><div class=\"watson-autocontext__businessclick mb-8 shadow-md\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_column_AudieNZZ_businesslick\" data-ad=\"column_AudieNZZ_businesslick\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/column_AudieNZZ_businesslick\" data-ad-type=\"single-ad-slot\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div class=\"watson-autocontext__stack nativeAndPromotionStories\"><\/div><div class=\"watson-autocontext__commercial\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quad_wp0\" data-ad=\"quad-wp0\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quad-wp0\" data-ad-type=\"single-ad-slot\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Wie beurteilen Sie die Situation, in der sich die Migros derzeit befindet?<\/strong><br><strong>Bernhard Bauhofer:<\/strong> Der Ruf der Migros hat sich massiv verschlechtert. Der neueste Fauxpas sind K\u00fcndigungsbriefe f\u00fcr Mitarbeiter des Baumarkts \u00abDo it + Garden\u00bb. Bei einigen der Briefe konnte man aufgrund eines Formatierungsfehlers im Sichtfenster des Couverts \u00abK\u00fcndigung inklusive Austrittsbest\u00e4tigung\u00bb lesen. Dieser Vorfall hat mit der eigentlichen Krise, in der sich die Migros befindet, nichts zu tun. Er tr\u00e4gt aber zum negativen Gesamtbild des Unternehmens bei.<br><\/p><div class=\"insert\"><div class=\"watson-snippet__quote text-center\"><div class=\"watson-snippet__quote__text text-hyphens mb-1 text-2xl font-bold italic md:text-3xl lg:text-4xl\">\u00abDas Verst\u00e4ndnis der Kundinnen und Kunden f\u00fcr das Vorgehen der Migros befindet sich aktuell auf einem Tiefpunkt.\u00bb<\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><b>Zum 100-Jahre-Jubil\u00e4um bringt die Migros ihren legend\u00e4ren Verkaufswagen zur\u00fcck. Der \u00abMerci Bus\u00bb wird in 100 Gemeinden Halt machen und 100 Eigenmarken an Bord haben. Was halten Sie von dieser Charmeoffensive?<\/b><br>Sie kommt zum denkbar ung\u00fcnstigsten Zeitpunkt. Die Solidarit\u00e4t der Migros-Kundschaft mit den entlassenen Mitarbeitenden ist gross, ebenso der \u00c4rger \u00fcber die Art und Weise, wie das Unternehmen wirtschaftet. Das Verst\u00e4ndnis der Kundinnen und Kunden f\u00fcr das Vorgehen der Migros befindet sich aktuell auf einem Tiefpunkt.<\/p><div class=\"insert full force_normal_full_width_mobile\"><img src=\"\/imgdb\/9fd7\/Qx,A,74,178,2306,1201,1064,594,425,238\/956102233650539\" loading=\"lazy\" width=\"2306\" height=\"1201\" alt=\"Dieser Migros-Bus f\u00e4hrt in 100 Schweizer Gemeinden vor.\" data-image-id=\"956102233650539\" class=\"watson-snippet__image bg-grey-10 block h-auto w-full \"\/><div class=\"watson-snippet__caption relative my-2.5 text-[#999999] \"><span class=\"watson-snippet__legend block text-hyphens text-xs md:text-sm\">Dieser Migros-Bus f\u00e4hrt in 100 Schweizer Gemeinden vor.<\/span><span class=\"watson-snippet__source block text-hyphens text-xxs lowercase italic md:text-xs mt-1\">bild: migros<\/span><\/div><\/div><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp2\" data-ad=\"quer-wp2\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp2\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Dem k\u00f6nnte der traditionelle Verkaufswagen doch entgegenwirken?<\/strong><br>Grunds\u00e4tzlich ist die Idee gut, ja. Wir gehen zu unseren Kunden, wir sind f\u00fcr die ganze Schweiz da. Die Frage ist, ob es sich dabei nicht einfach um einen Marketing-Gag handelt. Gleichzeitig wird alles, was die Migros derzeit unternimmt, sehr kritisch be\u00e4ugt. Das hat sich die Migros aber selbst zuzuschreiben. Das Management hat in der Vergangenheit krasse unternehmerische Fehler begangen, die Kundschaft hat wiederum verstanden, dass dies nun die Mitarbeiter und Konsumenten ausbaden m\u00fcssen. Aktionen wie der Verkaufswagen werden aus diesen Gr\u00fcnden nicht mehr als authentisch wahrgenommen, das wirkt alles aufgesetzt.<\/p><div class=\"insert force_normal_full_width_mobile\"><img src=\"\/imgdb\/7591\/Qx,B,60,440,1231,915,556,832,222,333\/179075086982427\" loading=\"lazy\" width=\"1231\" height=\"915\" alt=\"Bernhard Bauhofer, Reputationsexperte.\" data-image-id=\"179075086982427\" class=\"watson-snippet__image bg-grey-10 block h-auto w-full \"\/><div class=\"watson-snippet__caption relative my-2.5 text-[#999999] leading-none\"><span class=\"watson-snippet__source block text-hyphens text-xxs lowercase italic md:text-xs \">Bild: zvg<\/span><\/div><\/div><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp3\" data-ad=\"quer-wp3\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp3\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div class=\"insert force_normal_full_width_mobile\"><div class=\"watson-snippet__simple-infobox\"><div class=\"watson-snippet__simple-infobox__box mb-2 p-4\"><div class=\"infobox-title font-Onest mb-3 text-lg font-bold leading-tight\">Zur Person<\/div><div class=\"text-base leading-normal\">Bernhard Bauhofer bezeichnet sich selbst als \u00abReputationsexperte\u00bb und ist Autor zahlreicher B\u00fccher zum Thema Unternehmensreputation. Er hat an der Ludwig-Maximilian-Universit\u00e4t in M\u00fcnchen Soziologie studiert und betreibt in Wollerau SZ sein eigenes Beratungsunternehmen mit Fokus auf Reputationsmanagement. Bauhofer ber\u00e4t Personen und Unternehmen dabei, wie sie ihre Reputation in der \u00d6ffentlichkeit pflegen und sch\u00fctzen sowie sich selbst erfolgreich vermarkten.<\/div><\/div><\/div><\/div><div class=\"insert\"><div class=\"watson-snippet__quote text-center\"><div class=\"watson-snippet__quote__text text-hyphens mb-1 text-2xl font-bold italic md:text-3xl lg:text-4xl\">\u00abDie Migros muss noch glaubhafter und transparenter darlegen, weshalb es diesen Restrukturierungsprozess ben\u00f6tigt. Und wann er abgeschlossen ist.\u00bb<\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><b>Die Migros arbeitete im Abbauprozess bis Ende 2024 mit dem Unternehmensberater McKinsey zusammen. Mehrere Mitglieder der Migros-Spitze waren fr\u00fcher f\u00fcr McKinsey t\u00e4tig. Wie ist das zu werten?<\/b><br>McKinsey liess das Feingef\u00fchl bez\u00fcglich Timing und Botschaft in der Vergangenheit oft vermissen. Beim US-Unternehmen geht es nur um Zahlen, Rentabilit\u00e4t und Kahlschlag. Es ist schade, dass eine solch klassische Consulting-Attit\u00fcde auch die Kultur bei der Migros sehr stark beeinflusst hat. Das wird die Marke Migros nachhaltig sch\u00e4digen, davon bin ich absolut \u00fcberzeugt.<\/p><div class=\"insert\"><div class=\"watson-contextTeaser\"><div class=\"watson-card aspect-video\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/252362321-migros-verkauft-micasa-und-schliesst-do-it-garden-das-ist-bekannt\" aria-label=\"Zur Story\" class=\"watson-teaser watson-teaser__simple block relative h-full\"><div data-background-image=\"https:\/\/www.watson.ch\/imgdb\/60f3\/Qx,610,1079,817,3321,2520,2522,983,832,598\/1742474319919465\" class=\"watson-teaser__image relative inset-0 h-full bg-white bg-cover bg-center bg-no-repeat\"><\/div><div class=\"watson-teaser__label absolute left-0 right-0 bottom-0 z-[2] px-4 pb-4\"><div class=\"watson-title__wrapper overflow-x-hidden pr-2 pb-0.5\"><h2 class=\"watson-title__teaser dark:watson-title__teaser inline box-decoration-clone bg-white dark:bg-black-100 hyphens-auto border-solid border-b-watson_base text-black-90 dark:text-white font-Onest font-black text-[18px] md:text-[22px] text-left leading-[31px] md:leading-[36px] pl-2\">Kahlschlag bei Migros \u2013 das Wichtigste in 5 Punkten<\/h2><\/div><\/div><\/a><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Was sollte die Migros unternehmen, damit ihr Ruf wieder besser wird?<\/strong><br>Die Migros muss noch glaubhafter und transparenter darlegen, weshalb es diesen Restrukturierungsprozess ben\u00f6tigt. Und wann er abgeschlossen ist. Gelingt dies, kann die Migros wieder f\u00fcr Ruhe, Vertrauen und Zuversicht unter ihren Mitarbeitenden und ihrer Kundschaft sorgen.<\/p><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp4\" data-ad=\"quer-wp4\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp4\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Das t\u00f6nt so, als w\u00e4re die Migros ein Grosskonzern und kein Genossenschafts-Bund mehr.<\/strong><br>Die Migros ist l\u00e4ngst nichts anderes mehr als ein knallharter Grosskonzern. Der soziale Aspekt und die Menschlichkeit sind verloren gegangen. Es ist zudem fast schon eine Ironie, dass der gr\u00f6sste Abbau in der Unternehmensgeschichte und das 100-Jahre-Jubil\u00e4um mehr oder weniger zeitgleich \u00fcber die B\u00fchne gehen.<br><\/p><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Hat die Migros ihren Ruf nachhaltig verspielt?<\/strong><br>Das glaube ich nicht. Die Migros war in Reputationsrankings \u00fcber viele Jahre die Nummer 1 und hat sich damit ein hohes Reputationskapital angespart. Sie muss sich aber schleunigst auf ihr Kerngesch\u00e4ft zur\u00fcckbesinnen. Ein breites, qualitativ gutes Supermarktangebot zu g\u00fcnstigen Preisen. Aktuell ist die Migros kein Sanierungsfall, aber ein angeschlagener Mitbewerber. Der Restrukturierungsprozess ist der richtige Schritt, um vergangene Managementfehler zu korrigieren. Den Turnaround zu schaffen, wird jedoch eine Herkulesaufgabe.<\/p><div class=\"insert\"><script data-component=\"Poll\" type=\"application\/json\">%7B%22pollData%22%3A%7B%22id%22%3A14781%2C%22question%22%3A%22Wie%20stehst%20du%20zur%20Migros%3F%22%2C%22created%22%3A%222025-03-06T16%3A45%3A35%2B01%3A00%22%2C%22created_by%22%3A339868446%2C%22modified%22%3A%222025-03-06T16%3A48%3A28%2B01%3A00%22%2C%22modified_by%22%3A453517424%2C%22status%22%3A1%2C%22deleted%22%3A0%2C%22is_public%22%3A1%2C%22results%22%3A%5B%7B%22id%22%3A64488%2C%22answer%22%3A%22Ich%20halte%20es%20wie%20Bauhofer%3A%20knallharter%20Grosskonzern!%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%2C%7B%22id%22%3A64491%2C%22answer%22%3A%22Ich%20bin%20ein%20Migros-Kind%20und%20werde%20es%20immer%20bleiben%22%2C%22score%22%3A1%2C%22percentage%22%3A100%7D%2C%7B%22id%22%3A64494%2C%22answer%22%3A%22Mit%20dem%20aktuellen%20Vorgehen%20kann%20ich%20nichts%20anfangen%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%2C%7B%22id%22%3A64497%2C%22answer%22%3A%22Ich%20war%20schon%20immer%20ein%20Coop-Kind%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%2C%7B%22id%22%3A64500%2C%22answer%22%3A%22Ich%20kaufe%20nur%20bei%20Aldi%20und%20Lidl%20ein%22%2C%22score%22%3A0%2C%22percentage%22%3A0%7D%5D%7D%7D<\/script><form data-mode=\"dark\" class=\"watson-poll mb-4 w-auto bg-black-100 px-4 py-6 text-white\"><div class=\"mb-4 text-base font-bold leading-6\">Wie stehst du zur Migros?<\/div><input type=\"hidden\" name=\"poll_id\" value=\"14781\"\/><div class=\"mb-4\"><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64488\"\/><span class=\"text-sm leading-5\">Ich halte es wie Bauhofer: knallharter Grosskonzern!<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64491\"\/><span class=\"text-sm leading-5\">Ich bin ein Migros-Kind und werde es immer bleiben<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64494\"\/><span class=\"text-sm leading-5\">Mit dem aktuellen Vorgehen kann ich nichts anfangen<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64497\"\/><span class=\"text-sm leading-5\">Ich war schon immer ein Coop-Kind<\/span><\/label><label class=\"watson-poll__options_item mb-1 flex cursor-pointer items-center p-3 last:mb-0\"><input type=\"radio\" name=\"poll_14781\" value=\"64500\"\/><span class=\"text-sm leading-5\">Ich kaufe nur bei Aldi und Lidl ein<\/span><\/label><\/div><button disabled class=\"appearance-none rounded border-2 border-solid font-NunitoSans font-semibold leading-none text-center cursor-pointer disabled:cursor-auto group bg-watson_base hover:bg-watson_base_hover disabled:bg-grey-20 dark:disabled:bg-black-80 text-white disabled:text-grey-100\/30 dark:disabled:text-grey-80 h-[46px] flex justify-center items-center gap-3 border-transparent w-full\">Abstimmen<\/button><\/form><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Die Migros will den Preis von 1000 Alltagsprodukten auf das Niveau von Discountern senken. Was halten Sie von dieser Strategie?<\/strong><br>Die Tiefpreis-Strategie der Migros kommt einer Kannibalisierung gleich. Sie konkurrenziert damit Denner, den hauseigenen Discounter. Zudem werden dauerhafte Tiefpreise irgendwann nicht mehr als Aktionen wahrgenommen, sondern als fortw\u00e4hrende Konstante. Sind je nach Situation weitere Aktionen n\u00f6tig, nagt dies an der Rentabilit\u00e4t. Die Migros tut gut daran, keinen Preiskrieg zu entfachen. Die Konkurrenz durch Aldi und Lidl ist massiv, sie haben einen ganz anderen Hebel und vielmehr Erfahrung im Discount-Bereich.<\/p><div class=\"insert nospacing force_full_width_mobile jumbo\"><div class=\"widget commercial\"><div class=\"watson-ad \"><div id=\"dfp_ad_quer_wp5\" data-ad=\"quer-wp5\" data-ad-unit-id=\"\/149141352\/de-watson.ch\/story\/quer-wp5\" class=\"watson-dfp-ch dfp_ad text-center \"><\/div><\/div><\/div><\/div><div class=\"insert\"><div class=\"watson-contextTeaser\"><div class=\"watson-card aspect-video\"><a href=\"https:\/\/www.watson.ch\/schweiz\/interview\/401226911-migros-beendet-alnatura-kooperation-das-sagt-alnatura-schweiz-chef\" aria-label=\"Zur Story\" class=\"watson-teaser watson-teaser__simple block relative h-full\"><div data-background-image=\"https:\/\/www.watson.ch\/imgdb\/e35c\/Qx,A,0,95,1358,766,390,162,614,360\/1638458497807559\" class=\"watson-teaser__image relative inset-0 h-full bg-white bg-cover bg-center bg-no-repeat\"><\/div><div class=\"watson-teaser__label absolute left-0 right-0 bottom-0 z-[2] px-4 pb-4\"><div class=\"watson-teaser__uppertitle inline-flex font-Onest font-black text-hyphens uppercase px-2 pt-0.5 color_combo_1 combo_bg combo_fg text-[10px] lg:text-[12px] leading-loose\"><span class=\"line-clamp-1\">Interview<\/span><\/div><div class=\"watson-title__wrapper overflow-x-hidden pr-2 pb-0.5\"><h2 class=\"watson-title__teaser dark:watson-title__teaser inline box-decoration-clone bg-white dark:bg-black-100 hyphens-auto border-solid border-b-watson_base text-black-90 dark:text-white font-Onest font-black text-[18px] md:text-[22px] text-left leading-[31px] md:leading-[36px] pl-2\">\u00abKlar sind wir entt\u00e4uscht!\u00bb: Jetzt spricht der Alnatura-Schweiz-Chef \u00fcber das Migros-Aus<\/h2><\/div><\/div><\/a><\/div><\/div><\/div><div class=\"insert\"><div class=\"watson-snippet__quote text-center\"><div class=\"watson-snippet__quote__text text-hyphens mb-1 text-2xl font-bold italic md:text-3xl lg:text-4xl\">\u00abDie junge Generation hat neue Verhaltensmuster, neue Einstellungen und null Loyalit\u00e4t.\u00bb<\/div><\/div><\/div><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><b>Im j\u00e4hrlichen Reputationsranking des Marktforschungsunternehmens GFK fiel die Migros im vergangenen Jahr von Rang 1 auf Rang 3 zur\u00fcck. Sie sei aber \u00abimmer noch das Unternehmen, mit dem sich die Schweizerinnen und Schweizer am st\u00e4rksten identifizieren k\u00f6nnen\u00bb. Hackt man zu fest auf der Migros herum?<\/b><br>Ich denke, dass Herumhacken der falsche Begriff ist. Dass die Migros in der Bev\u00f6lkerung weiterhin Sympathien geniesst, l\u00e4sst sich nicht wegreden. Die Frage ist vielmehr, ob die Migros den ersten Rang jemals wieder erreichen kann. Da spielt vor allem die j\u00fcngere Generation eine relevante Rolle.<\/p><p class=\"watson-snippet__text my-6 text-[16px] lg:text-[18px] leading-normal md:w-3\/5\"><strong>Weshalb?<\/strong><br>Leute in meinem Alter, ich bin Anfang 60, konnten \u00fcber viele Jahre eine Bindung zur Migros aufbauen. Da gab es Aldi und Lidl in der Schweiz noch nicht. Von Zalando, Shein und Temu gar nicht zu reden. Diese Treue, die soziale Bindung, l\u00f6st sich nicht einfach auf. J\u00fcngere Menschen hingegen konsumieren, wo es ihnen gerade passt. Die junge Generation hat neue Verhaltensmuster, neue Einstellungen und null Loyalit\u00e4t. Ich sehe das bei meinen T\u00f6chtern aus der Generation Z: Deren Einkaufsverhalten unterscheidet sich diametral von meinem.<\/p><div class=\"insert force_full_width_mobile\"><div class=\"watson-snippet__contextBoxList py-6 px-4\"><div class=\"text-hyphens relative pb-4 text-lg font-bold leading-tight\">Mehr zur Migros:<\/div><ul class=\"watson-snippet__list\"><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/362633788-migros-verkauft-micasa-und-schliesst-do-it\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Migros verkauft Micasa und schliesst Do it \u2013 Ende von Franchise-Vertrag mit Alnatura<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/428660729-migros-und-coop-bieten-produkte-fuer-ramadan-an\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Rendite mit Ramadan: So profitieren Migros und Co. von dem muslimischen Fastenmonat <\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/779084361-migros-online-streicht-nach-kritik-bonuskuerzungen-bei-krankheit\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Nach watson-Bericht: Migros Online streicht Bonusk\u00fcrzungen bei Krankheit<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/298123098-migros-online-soll-angestellte-krank-gemacht-haben\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>\u00abDiese Arbeit macht krank\u00bb \u2013 Migros Online steht gerade massiv in der Kritik<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/613021017-migros-verklagt-bestsmile-gruender-ertan-wittwer-nach-kauf-debakel\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Migros verklagt Bestsmile-Gr\u00fcnder nach Kauf-Debakel \u2013 so wehrt sich Ertan Wittwer<\/a><\/li><li class=\"watson-snippet__list__item bg-no-repeat leading-normal pl-5 pb-3 last:pb-0 text-[16px] lg:text-[18px]\"><a href=\"https:\/\/www.watson.ch\/schweiz\/migros\/930939752-migros-verkauft-hotelplan-gruppe-an-dertour\" aria-label=\"go to teaser\"><div class=\"text-sm leading-normal\"><\/div>Migros-Ausverkauf: Hotelplan-Gruppe geht an deutschen Reiseveranstalter Dertour <\/a><\/li><\/ul><\/div><\/div><\/div>\n \n <div class=\"insert force_full_width_mobile\">\n <script data-component=\"Donation2\" 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<\/div>\n\n <div class=\"article-end\"><\/div>\n <div class=\"insert\">\n <div class=\"watson-tag-topics\"><div class=\"text-black-70 text-xs md:text-sm mb-1\">Themen<\/div><ul class=\"flex gap-1 md:gap-2 flex-wrap\"><li><a href=\"https:\/\/www.watson.ch\/schweiz\/\" aria-label=\"Link zu Schweiz\" class=\"watson-tag-topics__link block text-xs md:text-sm text-green hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Schweiz<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/wirtschaft\/\" aria-label=\"Link zu Wirtschaft\" class=\"watson-tag-topics__link block text-xs md:text-sm text-green hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Wirtschaft<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/konsum-detailhandel\/\" aria-label=\"Link zu Konsum - Detailhandel\" class=\"watson-tag-topics__link block text-xs md:text-sm text-watson_blue-100 hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Konsum - Detailhandel<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/migros\/\" aria-label=\"Link zu Migros\" class=\"watson-tag-topics__link block text-xs md:text-sm text-watson_blue-100 hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Migros<\/a><\/li><li><a href=\"https:\/\/www.watson.ch\/interview\/\" aria-label=\"Link zu Interview\" class=\"watson-tag-topics__link block text-xs md:text-sm text-watson_blue-100 hover:text-white font-bold uppercase bg-black-90 px-2 py-1\">Interview<\/a><\/li><\/ul><\/div>\n <\/div>\n <div class=\"story-recommendations relative\">\n <div class=\"watson-recommendation__slideshow insert force_full_width_mobile mb-6\"><div class=\"watson-snippet__snippet-title font-Onest text-hyphens relative mb-2 text-xl font-bold leading-tight md:text-2xl md:leading-tight\">Diese 10 Probleme kennen wir alle beim Einkaufen<\/div><div class=\"mb-2\"><script data-component=\"Slideshow\" 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August in Davos einen 19-j\u00e4hrigen Juden geschlagen und antisemitisch beleidigt haben, sind zu einer Freiheitsstrafe verurteilt worden. Das erkl\u00e4rte die Staatsanwaltschaft Graub\u00fcnden am Donnerstag gegen\u00fcber Keystone-SDA.<\/p><div class=\"relative text-center md:w-3\/5\"><div class=\"watson-next-story__actionbutton absolute bottom-0 mb-6 w-full\"><div class=\"appearance-none rounded border-2 border-solid font-NunitoSans font-semibold leading-none text-center cursor-pointer disabled:cursor-auto group bg-watson_base hover:bg-watson_base_hover disabled:bg-grey-20 dark:disabled:bg-black-80 text-white disabled:text-grey-100\/30 dark:disabled:text-grey-80 h-[46px] flex justify-center items-center gap-3 border-transparent px-8 mx-auto\">Zur Story<\/div><\/div><\/div><\/div>\n <div class=\"widget commercial\">\n \n <\/div>\n \n<\/div>\n\n\n <script type=\"application\/ld+json\">\n {\"@context\":\"https:\/\/schema.org\",\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.watson.ch\/!867492149#article\",\"headline\":\"Migros: Reputationsexperte sieht \u00abMerci Bus\u00bb-Aktion kritisch\",\"url\":\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/867492149-migros-reputationsexperte-sieht-merci-bus-aktion-kritisch\",\"inLanguage\":\"de\",\"alternativeHeadline\":\"\u00abDie Tiefpreis-Strategie der Migros kommt einer Kannibalisierung gleich\u00bb\",\"description\":\"Misswirtschaft und mangelnde Transparenz \u2013 die negativen Schlagzeilen um die Migros reissen nicht ab. Das sagt der Reputationsexperte Bernhard Bauhofer dazu.\",\"sameAs\":\"https:\/\/www.watson.ch\/!867492149\",\"datePublished\":\"2025-03-07T11:45:14+01:00\",\"dateModified\":\"2025-03-07T11:45:14+01:00\",\"articleSection\":[\"Schweiz\",\"Konsum - Detailhandel\",\"Migros\",\"Wirtschaft\",\"Interview\"],\"mainEntityOfPage\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.watson.ch\/schweiz\/wirtschaft\/867492149-migros-reputationsexperte-sieht-merci-bus-aktion-kritisch\"},\"articleBody\":\"<strong>Wie beurteilen Sie die Situation, in der sich die Migros derzeit befindet?<\/strong><br><strong>Bernhard Bauhofer:<\/strong> Der Ruf der Migros hat sich massiv verschlechtert. Der neueste Fauxpas sind K\u00fcndigungsbriefe f\u00fcr Mitarbeiter des Baumarkts \u00abDo it + Garden\u00bb. Bei einigen der Briefe konnte man aufgrund eines Formatierungsfehlers im Sichtfenster des Couverts \u00abK\u00fcndigung inklusive Austrittsbest\u00e4tigung\u00bb lesen. Dieser Vorfall hat mit der eigentlichen Krise, in der sich die Migros befindet, nichts zu tun. Er tr\u00e4gt aber zum negativen Gesamtbild des Unternehmens bei.<br> <b>Zum 100-Jahre-Jubil\u00e4um bringt die Migros ihren legend\u00e4ren Verkaufswagen zur\u00fcck. Der \u00abMerci Bus\u00bb wird in 100 Gemeinden Halt machen und 100 Eigenmarken an Bord haben. Was halten Sie von dieser Charmeoffensive?<\/b><br>Sie kommt zum denkbar ung\u00fcnstigsten Zeitpunkt. Die Solidarit\u00e4t der Migros-Kundschaft mit den entlassenen Mitarbeitenden ist gross, ebenso der \u00c4rger \u00fcber die Art und Weise, wie das Unternehmen wirtschaftet. Das Verst\u00e4ndnis der Kundinnen und Kunden f\u00fcr das Vorgehen der Migros befindet sich aktuell auf einem Tiefpunkt. <strong>Dem k\u00f6nnte der traditionelle Verkaufswagen doch entgegenwirken?<\/strong><br>Grunds\u00e4tzlich ist die Idee gut, ja. Wir gehen zu unseren Kunden, wir sind f\u00fcr die ganze Schweiz da. Die Frage ist, ob es sich dabei nicht einfach um einen Marketing-Gag handelt. Gleichzeitig wird alles, was die Migros derzeit unternimmt, sehr kritisch be\u00e4ugt. Das hat sich die Migros aber selbst zuzuschreiben. Das Management hat in der Vergangenheit krasse unternehmerische Fehler begangen, die Kundschaft hat wiederum verstanden, dass dies nun die Mitarbeiter und Konsumenten ausbaden m\u00fcssen. Aktionen wie der Verkaufswagen werden aus diesen Gr\u00fcnden nicht mehr als authentisch wahrgenommen, das wirkt alles aufgesetzt. <b>Die Migros arbeitete im Abbauprozess bis Ende 2024 mit dem Unternehmensberater McKinsey zusammen. Mehrere Mitglieder der Migros-Spitze waren fr\u00fcher f\u00fcr McKinsey t\u00e4tig. Wie ist das zu werten?<\/b><br>McKinsey liess das Feingef\u00fchl bez\u00fcglich Timing und Botschaft in der Vergangenheit oft vermissen. Beim US-Unternehmen geht es nur um Zahlen, Rentabilit\u00e4t und Kahlschlag. Es ist schade, dass eine solch klassische Consulting-Attit\u00fcde auch die Kultur bei der Migros sehr stark beeinflusst hat. Das wird die Marke Migros nachhaltig sch\u00e4digen, davon bin ich absolut \u00fcberzeugt. <strong>Was sollte die Migros unternehmen, damit ihr Ruf wieder besser wird?<\/strong><br>Die Migros muss noch glaubhafter und transparenter darlegen, weshalb es diesen Restrukturierungsprozess ben\u00f6tigt. Und wann er abgeschlossen ist. Gelingt dies, kann die Migros wieder f\u00fcr Ruhe, Vertrauen und Zuversicht unter ihren Mitarbeitenden und ihrer Kundschaft sorgen. <strong>Das t\u00f6nt so, als w\u00e4re die Migros ein Grosskonzern und kein Genossenschafts-Bund mehr.<\/strong><br>Die Migros ist l\u00e4ngst nichts anderes mehr als ein knallharter Grosskonzern. Der soziale Aspekt und die Menschlichkeit sind verloren gegangen. Es ist zudem fast schon eine Ironie, dass der gr\u00f6sste Abbau in der Unternehmensgeschichte und das 100-Jahre-Jubil\u00e4um mehr oder weniger zeitgleich \u00fcber die B\u00fchne gehen.<br> <strong>Hat die Migros ihren Ruf nachhaltig verspielt?<\/strong><br>Das glaube ich nicht. Die Migros war in Reputationsrankings \u00fcber viele Jahre die Nummer 1 und hat sich damit ein hohes Reputationskapital angespart. Sie muss sich aber schleunigst auf ihr Kerngesch\u00e4ft zur\u00fcckbesinnen. Ein breites, qualitativ gutes Supermarktangebot zu g\u00fcnstigen Preisen. Aktuell ist die Migros kein Sanierungsfall, aber ein angeschlagener Mitbewerber. Der Restrukturierungsprozess ist der richtige Schritt, um vergangene Managementfehler zu korrigieren. Den Turnaround zu schaffen, wird jedoch eine Herkulesaufgabe. <strong>Die Migros will den Preis von 1000 Alltagsprodukten auf das Niveau von Discountern senken. Was halten Sie von dieser Strategie?<\/strong><br>Die Tiefpreis-Strategie der Migros kommt einer Kannibalisierung gleich. Sie konkurrenziert damit Denner, den hauseigenen Discounter. Zudem werden dauerhafte Tiefpreise irgendwann nicht mehr als Aktionen wahrgenommen, sondern als fortw\u00e4hrende Konstante. Sind je nach Situation weitere Aktionen n\u00f6tig, nagt dies an der Rentabilit\u00e4t. Die Migros tut gut daran, keinen Preiskrieg zu entfachen. Die Konkurrenz durch Aldi und Lidl ist massiv, sie haben einen ganz anderen Hebel und vielmehr Erfahrung im Discount-Bereich. <b>Im j\u00e4hrlichen Reputationsranking des Marktforschungsunternehmens GFK fiel die Migros im vergangenen Jahr von Rang 1 auf Rang 3 zur\u00fcck. Sie sei aber \u00abimmer noch das Unternehmen, mit dem sich die Schweizerinnen und Schweizer am st\u00e4rksten identifizieren k\u00f6nnen\u00bb. Hackt man zu fest auf der Migros herum?<\/b><br>Ich denke, dass Herumhacken der falsche Begriff ist. Dass die Migros in der Bev\u00f6lkerung weiterhin Sympathien geniesst, l\u00e4sst sich nicht wegreden. Die Frage ist vielmehr, ob die Migros den ersten Rang jemals wieder erreichen kann. Da spielt vor allem die j\u00fcngere Generation eine relevante Rolle. <strong>Weshalb?<\/strong><br>Leute in meinem Alter, ich bin Anfang 60, konnten \u00fcber viele Jahre eine Bindung zur Migros aufbauen. Da gab es Aldi und Lidl in der Schweiz noch nicht. Von Zalando, Shein und Temu gar nicht zu reden. Diese Treue, die soziale Bindung, l\u00f6st sich nicht einfach auf. J\u00fcngere Menschen hingegen konsumieren, wo es ihnen gerade passt. Die junge Generation hat neue Verhaltensmuster, neue Einstellungen und null Loyalit\u00e4t. Ich sehe das bei meinen T\u00f6chtern aus der Generation Z: Deren Einkaufsverhalten unterscheidet sich diametral von meinem.\",\"author\":[{\"@type\":\"Person\",\"name\":\"Ralph Steiner\",\"url\":\"https:\/\/www.watson.ch\/ralph-steiner\/\",\"jobTitle\":\"Journalist\"}],\"publisher\":{\"@context\":\"https:\/\/schema.org\",\"@type\":\"NewsMediaOrganization\",\"@id\":\"https:\/\/www.watson.ch\/#publisher\",\"name\":\"watson\",\"url\":\"https:\/\/www.watson.ch\/\",\"masthead\":\"https:\/\/www.watson.ch\/u\/impressum\/\",\"foundingDate\":\"2014-01-22\",\"logo\":{\"@type\":\"ImageObject\",\"url\":\"https:\/\/www.watson.ch\/media\/img\/main\/logos\/logo_watson_google.png\",\"height\":\"40\",\"width\":\"250\"},\"alternateName\":[\"watson.ch\",\"watson News\"],\"address\":{\"@type\":\"PostalAddress\",\"streetAddress\":\"Hardstrasse 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