The company is a family-owned SME operating in the Swiss beauty and hair care market, traditionally focused on B2B sales. During the COVID-19 pandemic, several e-commerce platforms were introduced. However, the lack of strategic marketing direction and increasing digital competition emphasize the need for a structured review and repositioning of online and offline measures.

An audit was conducted using the SOSTAC framework. The mixed-methods research design included expert interviews, targeted customer surveys (B2B, B2C, and non-customers), and web analytics such as Google Analytics, social media platforms, Meta and Google Ads, and Magento. The aim was to assess performance, customer needs, and benchmark positioning in the market. In particular, the task of the study is to (1) conduct a systematic audit of the position of Swiss Coiffure in the market; (2) determine the opportunities for quick wins and immediate fixes; (3) provide strategic recommendations.

The results show critical weaknesses in the areas of SEO, website usability, and CRM usage. Meta and Google Ads are still underutilized. Customers expect improved online usability, transparency, and personalization. Key opportunities include optimizing Google and Meta ads, improving product pages, introducing a centralized CRM, and promoting salon partnerships via subshops. A 90-day action plan and long-term roadmap will provide scalable B2B and B2C targeting solutions. These measures will help the company to compete more effectively in the digital market and ensure sustainable growth across all channels. The aim is to combine traditional sales and modern digital channels effectively.