本研究的目的是通過使用 SWOT 分析和定性方法來尋找合適的營銷策略來提高 Slightshop (S) 公司的銷售業績。從與業主和員工的訪談中收集的數據，並通過作者直接觀察和支持性文獻回顧得到加強。從 S 公司使用 SWOT 分析的研究結果來看，最適合在公司實施的戰略是 ST 戰略。這是因為公司位於笛卡爾圖中的第二象限，內部要素的總優勢大於弱點，而外部要素的威脅大於機會。這個位置意味著該組織的地位穩定，但面臨一些大挑戰，這主要是因為自由貿易時代的大流行和外國產品。在這個困難時期，公司需要各種戰略來實現可持續發展。總共有大約 11 條建議和 4 條最佳策略可供作者參考 S 公司 (1) 在當前經濟條件下保持有競爭力的價格 (2) 為消費者和潛在買家提供更具吸引力的折扣 (3) 與具有互補關係的其他公司建立合作夥伴關係 (4) 與著名的 covid-19 大流行影響者或公眾人物建立合作夥伴關係。

This study purpose is to find the suitable marketing strategies to increase the sales performance at Slightshop (S) company by using SWOT analysis with qualitative approach. The data collected from the interviews with the owners and employees and strengthen by author direct observation and the supporting literature reviews. From the results of research using SWOT analysis in Slightshop Company, the most suitable strategy to be implemented in the company is the ST strategy. This is because the company position on the second quadrant in the cartesian diagram, where the total of strengths is bigger than the weakness in the internal elements while the threat is bigger than the opportunities in the external elements. This position means the organization has steady position but facing some big challenges, which mainly because of the pandemic and foreign products in the free trade era. During this difficult times the variety of strategies are needed by the company for their sustainability. There are around eleven suggestions in total and four best possible strategies which the author can give as consideration to the Slightshop company (1) Maintain the competitive price in the current economic condition (2) Provide more attractive discount for the consumer and potential buyer (3) Making partnership with other company that has complementarity relationship (4) Making partnership with the well-known covid-19 pandemic influencers or public figures.

Table of Contents

Validation Letter i
Acknowledgements ii
摘要 iii
Abstract iv
Table of Contents v
List of Figures vii
List of Tables viii
Chapter 1 Introduction 1
1.1 Background 1
1.2 Problem Identification 3
1.3 Research Question 4
1.4 Objective of the Research 5
1.5 Significance of the Research 5
1.6 Scope and Limitation 6
1.7 Research Design 7
Chapter 2 Literature Review 8
2.1 Marketing 8
2.2 E-commerce Fashion Websites 10
2.3 Social Media Influencer Marketing 11
2.4 SWOT Analysis 13
2.5 Previous Research 19
2.6 Theoretical Framework 21
Chapter 3 Research Methodology 22
3.1 Research Design 22
3.2 Data Collection Method 22
3.3 Data Analysis Method 24
Chapter 4 Analysis And Findings 25
4.1 Company Overview 26
4.2 SWOT Analysis (IFAS and EFAS) 28
4.3 IFAS and EFAS Matrices and Explanation 48
Chapter 5 Conclusion and Recommendation 59
5.1 Conclusion 59
5.2 Recommendation 59
5.3 Limitation 60
REFERENCES 61
APPENDICES 68

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