Identifying a marketing strategy plan for successful e-commerce implementation for a fashion industry company

The objective of the research study was identifying a marketing strategy plan for successful e-commerce implementation of the Eirene Oy - a business from fashion industry. The company has only the physical store and an e-commerce store which is not bringing any profit. In the pandemic situation there is a need of selling and promotion in the online environment. The main aim of the created marketing plan was to increase brand awareness and attract more clients outside of Finland for the case company. Theories and concepts that are presented in theoretical framework are all directly connected to the actual marketing strategy plan and analysed deeply. Competition and market analyses are also conducted before the creation of the marketing strategy. Empirical data for this thesis was received from the interview of both case companies and a survey with the customers. All questions were aimed to the development of the company in the online sphere and understanding the opinions of customers about it. The need for this thesis study was driven from the case company MindBlow Oy. The marketing plan includes activities aimed at the expanding the store internationally and attracting more customers and sales. However, the plan needs to be updated every year because of the fast-changing online environment and customer needs