Digital Marketing Report for Dark Woods Coffee Ltd.

This report analyzes the use of digital marketing for Dark Woods Coffee Ltd. and includes a PESTEL analysis of the macro environment, factors in the micro environment, potential market segments, and strategies to enhance profitability.

Digital Marketing Report

INTRODUCTION
Digital Marketing refers to the use of Digital Mediums to make sure that the customers
can be targeted and therefore they can be made aware about the different types of products and
services of the organization. Thus, it can be stated that its use is quite important for the
organizations to sustain in the market and earn more profits. This report will focus on Dark
Woods Coffee Ltd. It is a Tea and Coffee merchant which provides its products and services to
the customers. In this report, a detailed and specific focus will be made on the use of Digital
Marketing.
MAIN BODY
Analysis of Macro and Micro Market Environment-
Macro Environment-
This environment considers the influence of the different types of macro factors on the
organization so that the managers are able to take decisions accordingly. The macro factors can
create a particular level of impact on the organizations because the external environment is quite
dynamic and ever-changing in nature and it is highly necessary that the appropriate decisions are
taken by the managers after considering the influence which is created by these particular factors
which will therefore help in the attainment of goals and objectives.
For assessing the impact of Macro Environment the use of PESTEL analysis has to be
made. Its use can be made in the following manner-
PESTEL analysis-
 Political factors- They are important because the politics in country keeps going through
different types of changes and it is highly important and necessary that the influence of
these factors can be considered. Dark Woods Coffee operates in UK and therefore the
political climate of UK is quite stable which therefore provides stability to the
organization to carry out its Business Operations.
 Economic factors- They are important because the economic situations are dynamic in
nature and keep on changing quickly. Thus, it is necessary that the identification of the
influence of these factors can be done. Dark Woods Coffee operates in UK where the
economic conditions are quite stable in nature and therefore it can be stated that in this
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way the organization can make sure that it is able to identify the way in which it can
enhance profits.
 Social factors- These factors are also important because the organization has to consider
the social needs and requirements of the customers in order to be able to make sure that
they can appropriately attain the goals and objectives quite effectively and efficiently. In
the context of Dark Woods Coffee, it is crucial to consider them so that it is able to
identify the way in which changes are to be made in the products and services to suit the
social needs and requirements of the customers.
 Technological factors- The influence of these factors is crucial and has to be considered
because the technology can keep on changing frequently and the relevant changes are
required to be made in it accordingly. For an organization like Dark Woods Coffee, it is
necessary that the impact of these factors can be considered so that the best decisions can
be taken.
 Environmental factors- The customers prefer that the organizations are conscious about
the environment and therefore are able to provide them with environment-friendly
products. In the context of Dark Woods Coffee, it can be stated that it is highly important
to make sure that they can be considered for the purpose of taking of crucial decisions.
 Legal factors- The organizations are required to make sure that the appropriate
consideration to the legal rules and regulations can be provided by them so that they can
easily operate in the country where they are present. For Dark Woods Coffee, it is
important to make sure that it can take crucial decisions accordingly which will help it a
lot.
Micro Environment-
It is important that the identification of the factors within the organization can be made
which can therefore create an impact on it. The factors here are explained as follows-
 Customer Demand- The demand of the customers in the market is an important factor
here which has to be considered. This is so because the customers are a major driving
force behind the decisions regarding the products and services. Thus, for an organization
like Dark Woods Coffee it is an important factor.
 Influence of the suppliers- The influence of the suppliers in the market is a crucial
factor which has to be paid appropriate attention. The reason is that the different types of
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suppliers can change the prices of supplies which thus impacts the organizations.
Therefore, In this way it also affects an organization like Dark Woods Coffee.
 Local market conditions- The organization has to pay attention towards the Local
market conditions because they are quite crucial to be considered and therefore it
becomes quite important for the firm that the prices are determined accordingly.
Therefore, it can be stated that this can create an impact on an organization like Dark
Woods Coffee.
 Local competitors- The firm has to pay attention towards the Local competitors in the
market. For Dark Woods Coffee, it is required that it is able to identify these particular
competitors so that it can determine the strategy which it can use so that it is able to deal
with the impact which is created by them. This will therefore help it a lot to become
successful in the market.
The potential market segments of Dark Woods Coffee which can be targeted by it so that it can
enhance its profitability level are as follows-
 Demographic segmentation-
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