Co‐op Switzerland retail group: the objectives and implementation of its marketing strategy

Abstract

Based on in-depth primary research with a key strategic manager within Co-op Switzerland, a store visit, and secondary data this case outlines the core factors influencing the devised marketing strategy, both at a micro and macro level. The company marketing policy is then presented alongside the issues affecting how this policy was implemented. Final consideration is given to the role of the own brand developed to fit the company philosophy of being ecological, innovative and consumer focused.