With this case study, it is attempted to understand and learn which specific aspects of UBS helped it to keep, despite the bad news, such a good position in wealth management. More specifically, it is aimed to understand the so called one firm strategy and the role of the global financial crisis.

Research for this case study includes desk research of relevant literature about various UBS and Swiss Banking related topics. As first results, a PEST analysis along with other desk findings illustrates the business environment of SBC and the old UBS before the merger in the nineties. The strategy and the strategic intent to growth in North American market is investigated as well as the organizational chart of the new UBS. Than the wealth management business is looked at more in detail. Consequently the foundational factors for the UBS success are presented.

UBS merger happened due to one big bank not being able to adapt early to its seemingly friendly business environment. The organizational structure that UBS inherited from SBC brought many advantages for its wealth management business. The differentiation strategy called the one firm strategy, the value chain and the overall organization of the group were some of the critical factors for UBS to become a major wealth management business. In one sentence, the UBS success story in wealth management is due to these multidimensional factors that are as well composed of the influential person Marcel Ospel and the integrated strategy of the divisions.