Abstract:

In the late sixties, the commercial and financial situation of USEGO, largest consumer cooperative of Switzerland, had become extremely critical. The Marketing Department of Allgemeine Treuhand AG, Zurich, was charged to elaborate a new marketing strategy to be carried out by the new management of USEGO. The presentation of the USEGO-case, unusual and dramatic in itself, at the ESOMAR-seminar will stress the importance of marketing informations on which decisions in an extremely difficult situation were based, the conclusions reached and the results achieved.