Prioritizing Marketing Strategies for Fashion MSMEs Using SWOT and QSPM: Evidence from Signature Store Bandung

Purpose - This research aims to prioritize marketing strategies for fashion micro, small, and medium-sized enterprises (MSMEs) using SWOT and QSPM, with a specific focus on Signature Store Bandung. The study addresses the need for a systematic strategy formulation approach for fashion MSMEs operating in a competitive digital business environment. It seeks to provide practical insights into how internal and external strategic factors can be translated into prioritized marketing strategies.

Design/Methodology/Approach - his study employed a descriptive qualitative approach. Data were collected through structured interviews, observation, and documentation involving internal and external informants, including the owner, employee, consumers, a competitor, and a marketing expert. The data were analyzed using the Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, Internal-External (IE) matrix, SWOT matrix, and Quantitative Strategic Planning Matrix (QSPM).

Findings - The findings indicate that Signature Store has a strong internal and external strategic position, as shown by an IFE score of 3.10 and an EFE score of 3.59. The IE matrix placed Signature Store in Cell I, indicating a grow and build position. The SWOT analysis generated six alternative marketing strategies, while the QSPM results showed that adding more product variants was the highest priority strategy, with a total attractiveness score of 6.6295, followed by developing an omnichannel dashboard feature with a score of 6.4700. These findings suggest that product development and digital channel integration are the most relevant strategic priorities for Signature Store.

Originality/Value - This research provides a focused perspective on marketing strategy prioritization for fashion MSMEs operating through digital platforms. By integrating SWOT and QSPM, the study offers a structured approach for identifying and selecting strategic priorities based on internal and external business conditions. The results contribute to marketing strategy practice by providing actionable recommendations for fashion MSMEs to improve competitiveness, strengthen digital marketing performance, and enhance customer experience.

Keywords: Marketing Strategy, Fashion MSMEs, SWOT, QSPM, Digital Marketing