Digital Marketing Report for Dark Woods Coffee

This report analyzes the macro and micro market environment of Dark Woods Coffee, identifies potential market segments using the STP model, and outlines a plan to target each segment through digital marketing communication mediums. The report also includes a critical evaluation of chosen digital marketing communication mediums and a reflection on the skills developed during the project.

Business Management
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
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ID:
Contents
Introduction 4
An analysis of Dark Woods Coffee’s macro and micro
market environment 4
Dark Woods Coffee’s potential market segments 7
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An explanation of the plan to target each segment through
digital marketing communications mediums 8
An outline and critical evaluation of chosen digital
marketing communications mediums 9
A reflection of the main skills that I have developed from
this module 10
Conclusion 10
References 11
Introduction
Marketing is the process of activity which company initiates to promote their
products and services to customers. Management team of company working in
direction to attract the potential customers through marketing and advertising
(Arkhipova and Gurieva, 2018). Promotions can be done through various methods
such as graphic designs, media, televisions and mail marketing. Companies at time
has more interest in digital marketing for example E-mails, social media, content
marketing strategies and many more. This report is based on Dark Wood Coffee
wholesaler in coffee roaster and supplying to cafes, coffee shops, farm shops,
restaurants and to hotels (Bergkvist and Eisend, 2021). Company was founded by
Damian Blackburn, Paul Meikle-Janney and lan Agnew in the year 2013. In this
report, there is analysis of macro and micro environment of Dark Woods Coffee.
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Company has also analyze their potential segments in market with STP method and
explains the various digital communication methods to use in each segment in
marketing functions. With these methods and communicating channels, Dark
Woods Coffee outlines the frame work to evaluate their digital marketing medium. At
the end of this report, it provides the brief on main skill that has been developed
during this report formation.
An analysis of Dark Woods Coffee’s macro and micro
market environment
Macro environment contains forces that is from external factors of business
and are not in control of company and had impact on development of organization.
It includes the terms such as political, social, economical, cultural, technological and
environmental factors (Cao and et. al., 2022).
Micro environment is combination of factors that affects the performance,
strategies and activities of company on daily basis. It contains the elements such as
companies strengths, suppliers, marketing strategies, competitors, audience and
customers.
Here's the analysis of both factors micro and macro environment in terms of
Dark Woods Coffee company in order to make effective decisions and development
of strategies to be required (Deepak and Jeyakumar, 2019).
SWOT Analysis
This is method of strategic planning in company which is used by managers
to get the information about strengths, weaknesses, opportunities and threats
related to the business environment (Ferrell, Hartline and Hochstein, 2021). SWOT
analysis has been done in accordance to Dark wood coffee company to identify
their power elements and risk factors.
Strengths Weaknesses
 Product Differentiation – Dark
woods coffee company has
strength of its unique quality
coffee products (Hanlon, 2019).
Companies coffee with their
 Market acquisition – Dark wood
coffee in comparison with other
companies have less market
acquisition and this can be a
major problem in organization
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various flavors have grab the
market and increased the number
of their loyal customers in market
full of competition.
 Customer services – Dark wood
coffee's employees provides the
best customer services and
maintains the effective
relationship with them.
growth factor.
 Supply chains – Lack of
suppliers affects the functionality
of company. Dark wood coffee
has limited distribution channels
and methods. Company should
improve their strategies
accordingly to get the increased
level of production function.
Opportunity Threats
 Technological development –
Dark wood coffee company can
gain the advantage of creativity,
innovations and with the use of
new techniques (Hao, Zhou and
Guo, 2020). These advancement
can bring the enhancement of
their tastes and increased the
quality of their products and
productivity of employees as well.
 Globalization – Dark wood coffee
company can expand its
operation around world wide
which can be considered as their
growth factors and increases their
each to customers at international
level.
 Competitors – Threat of
competitors in market is high.
Dark wood coffee company also
have many competitors such as
Pumphreys coffee, Carvetii
Coffee and Madcap coffee
company. Dark wood have to
make effective strategies against
these competitors to sustain their
positions in market.
 Pandemic situation – COVID 19
increases the risk factor in most of
the companies and had influence
on the business performance in
market.
PESTLE Analyses
This frame work is used to explain the macro factors involved in external
environment to make strategies (Kayali, 2022). This PESTLE analysis is used by
management teams to develop effective strategies and policies to manage the risk
factors and plan procedure in business company. Dark wood coffee company with
the help of their effective team has analyzed the external factors efficiently in
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accordance to make improvements in their strategies and procedure to increase
creativity.
Here's the key element of PESTLE analysis incorporated with Dark wood coffee
company is as follows -
Political factors – In this element of macro environment, factors are driven
by government actions and their policies (Moore, 2021). For example, Corporation
taxes, trade policies, trade barriers and corruption etc. Dark wood coffee should
expand their business at country which have lower tax rates which will provide high
growth opportunities to company.
Economical factors – These forces are related with the broad economy
nature in country. It includes the interest rates, employment rates, inflation and
foreign exchange rates. Dark Wood coffee has its huge part in developing the
economical structure of company which represents the future growth of small
business in UK.
Social factors – This element of PESTLE analysis represents the social
trends, lifestyle and culture of country (Nguyen and Mogaji, 2022). Different region
and market have their specific cultures, values and customers with their purchasing
powers. Dark wood coffee serves the best quality coffee according to customers
wants and needs. Customers purchasing power also affects the company.
Technological factors – In recent times, technology is changing with fast
pace. Dark wood coffee managers should understand the importance of this factor
and measure the impacts of technological changes on organisation. It contains the
forces such as cyber security, technological infrastructure, automation and research
and development department. Dark wood coffee should be aware of technological
environment of country.
Legal factors – These forces have the power to affect the economical
factors and changes the regulations of government (Puthussery, 2020). This term
includes the industry regulations, licenses and permits, employment laws, child
labour laws and consumer protection laws. Dark wood coffee ensures the health
and safety measures such as providing employees insurance services,
compensation factors and many more. This represents the positive aspect regarding
the safety laws issued by government authorities.
Environmental factors – With the help of this force, company can analyse
the changes in physical environment for example carbon foot print, climate change
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impacts, natural calamities. Dark wood coffee should evaluate the green house gas
emissions on regular basis. Company have sustainable packaging and they believe
in reuse, recycle and reduce terminology to decrease the waste.
Dark Woods Coffee’s potential market segments
Market is place in which companies gather to assist the procedure of
exchanging goods and services which includes the term like buyers and sellers
(Retnowati, 2022). Markets can be presented physically such as stores, outlets,
while at virtual markets represents the online application for shopping. Customers
with various tastes and preferences are difficult to analyze. Dark wood coffee
company has taken the help of STP model to analyzes customers based on their
preferences.
STP Model
This is the three step model which evaluates the products and services while
communicating their benefits to target customers. This method has been used by
vast companies to segment the market, select appropriate customer segment and
then implementing marketing strategies according to the preferences and tastes of
target customer in market. With the help of STP model, Dark wood coffee company
has divided their customers in smaller groups and help in initiating marketing
strategies according to the target audience. Some factors of STP model has been
explained below -
Segmentation – In this step of STP model various segments has been
developed according to the preferences and behaviors of customers in target. They
can be divided through different sections such as age, gender, income, occupation,
habits, regions and many more. Dark wood coffee is UK based company and offers
their coffee to customers with more than 10 years of age.
Targeting – In this factor of model, reflects the target customers that are
selected for marketing purpose in company (Puthussery, 2020). This includes that
group of buyers who are ready to serve customers effectively. Dark wood coffee has
targets the customers with moderate income as with this strategy they can earn
more profits. Dark wood coffee company does not target the high profile customers
and seeks the attraction of customers that are able to buy products from company.
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Company has used the strategy of low cost in order to gain attention for customers
in competitive market.
Positioning – This includes the developing of brand value or image in the
mind of targeted customers. Positioning can be beneficial for the Dark wood coffee
in their marketing function and it increases the sales of products. Dark wood coffee
should develop strong brand value in order to get enhance their performance and
presence through out social media and websites.
An explanation of the plan to target each segment through
digital marketing communications mediums
SMART objectives
Specific – Dark wood Coffee has objective to achieve 20 % more sale from
the last two years.
Measurable – Dark wood coffee can define their goals in measurable term is
of achieving more sales and can be examine by the changes to be made form more
profit.
Attainable – Objective of Dark wood coffee will be achievable through
making the good relationships with their customers and provide better
understanding to clients. They can increase the flavours and quality of coffee to
achieve objective.
Realistic – Objective can be achievable through their effective marketing
strategies and promotional skills to capture the target customers attentions and
increase the sales ratio of company.
Time-bound - 1 year
Digital marketing communication channels
Digital marketing incudes the promotion of products and services through
using technologies, internet and other forms of digital communication (Shirisha,
2018). Dark wood coffee can be use this technique to promote their products and
services to large number of customers available at global level. Some factors are
discussed below regarding digital marketing are -
Social media marketing – This could be an effective method to promote
products online with the help of different media platforms. This method has been
widely used by many companies and it will connect the customers at large number.
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Dark wood coffee can use this technique to develop more awareness about the
product and share the details of services. This technique is useful to achieve the
objective of more sales.
E-mail marketing – This includes the interaction between company and its
customers of target market (Teoli, Sanvictores and An, 2019). Dark wood coffee
can achieve the goal of increasing profitability with the help of this social marketing
factor. Company can drive many factors such as discounts, offers, vouchers and
sale for generating sales. This E-mail marketing would help company to gain the
attraction of young generation which is available online.
An outline and critical evaluation of chosen digital
marketing communications mediums
Digital marketing communication methods which are identified in previously
can help Dark wood coffee company to achieve their objectives. This evaluates the
evaluation of various social media tools to gain the competitive advantage in
changing business environment. Dark wood coffee company has chosen the
method of social media marketing to promote their products and services effectively.
This strategy is beneficial for the company as it provides the all relevant information
regarding service to the target customers and according to their needs. Further it
also explains the E mail marketing, which is also a useful and provides many
benefits such as promotion and influences he customers to purchase product from
company.
A reflection of the main skills that I have developed from
this module
Personally I believed that this report has developed many skills which are
beneficial for professional as well as for personal development. For future purpose,
these skills of learning some thing new every time and with the knowledge of digital
marketing concept have huge impact on my future career goals. This project
showed me my research skill and helped me in analysis the various concepts used
in making effective decisions regarding marketing.
Conclusion
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From the above report, it has been concluded that Digital marketing plays
important role in company and have huge impact on the growth factor of
organization as well. Dark wood coffee is the chosen organization for report and it
has proper evaluation of the internal as well as external environment. This report
also contains the STP model to divide the customers based on their preferences
and needs. Afterwards, it contains SMART objectives with use of digital marketing
tools also. AT last it reflects the evaluation regarding digital communication methods
and lastly have reflection on project.
References
Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of
digital marketing. RSUH/RGGU Bulletin. Series Economics. Management.
Law.
Bergkvist, L. and Eisend, M., 2021. The dynamic nature of marketing
constructs. Journal of the Academy of Marketing Science, 49(3), pp.521-
541.
Cao and et. al., 2022. Marketing Strategy of Distribution Network of Power Supply
Company. In Innovative Computing (pp. 109-116). Springer, Singapore.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage
Learning.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Hao, S., Zhou, Y. and Guo, Y., 2020. A brief survey on semantic segmentation with
deep learning. Neurocomputing, 406, pp.302-321.
Kayali, O., 2022. Intelligent Marketing and Targeting Users in Advertisement Online
Using Data Mining. Available at SSRN 4024520.
Moore, G., 2021. Fashion promotion: Building a brand through marketing and
communication. Bloomsbury Publishing.
Nguyen, N.P. and Mogaji, E., 2022. Positioning Public University’s Brand Through
Marketing Communications: Practical Recommendations and Implications.
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In Public Sector Marketing Communications Volume I (pp. 69-98). Palgrave
Macmillan, Cham.
Puthussery, A., 2020. Digital marketing: an overview.
Puthussery, A., 2020. Digital marketing: an overview.
Retnowati, N., 2022. The Effect of Online Marketing on Purchase Decisions and Its
Impact on Online Consumer Satisfaction. Acitya Wisesa Journal Of
Multidisciplinary Research, pp.1-16.
Shirisha, M., 2018. Digital marketing importance in the new era. International
Journal of Engineering Technology Science and Research, 5(1).
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
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