LLB Swiss Investment AG is a provider for the private label fund business in the Swiss market and the representation of foreign funds is a smaller part of their core business. Significant potential is recorded in the representative business but not realisable due to lack of internal resources. Thus, the leading focus of this study is to provide a sufficient analysis about the overall market, including recommendations regarding further development and the continue proceedings of the third fund representative business.

To form a strong foundation for this thesis, the study will be based on the strategic management sequence from Lombriser and Abplanalp (2018). This approach continues with an initial position analysis, followed by an environmental analysis where stakeholders and competition are assessed and a company analysis where the focus is put on resources, expertise, and competences. To finalise, the sequence is completed with a SWOT analysis. To gain a deeper insight, additional qualitative interviews with clients, selected competitors and internal personnel will be conducted.

LLB Swiss Investment AG obtains a great foundation for expansion. The reputation and the knowledge in this field sets them apart from competitors and allows them to build a premium service company. A principal limitation LLB Swiss Investment AG faces is the dependence on governmental regulations. Additionally, services are thus far immensely standardised, differentiation possibilities are low and LLB Swiss Investment AG’s limitation to the Swiss market can hinder them from gaining more market share. LLB Swiss Investment AG benefits of a substantial data collection where customers voiced high loyalty and great appreciation of provided services. Moreover, LLB Swiss Investment AG’s unique selling proposition includes their “Swissness”, and outstanding professionalism, combined with stability due to being a subsidiary to a triple A qualified bank, which is great potential to further develop a boutique brand offering high-quality services. Taking the data, threats and risks identified into account, LLB Swiss Investment AG can form a significant foundation to further build their value proposition.