One thing in common with SWOT is that it is easy to use. It is an effective way to scan an organization's operating environment. Migros generates the majority of its turnover in Switzerland, which makes it dependent on the domestic market if international expansion is not planned. Understanding this, the company works to strengthen the relationship with its customers through a strong brand caused by, among others, their cumulus program. It is also useful when it comes to understanding issues with broad implications such as the Swiss franc-euro parity in 2011. Migros was overtaken by retailers at the border due to the suddenly high purchasing power of Swiss citizens abroad. Migros decided to limit the damage by reducing prices so as not to lose too much