Digital Marketing Report for Dark Woods Coffee

Business Management
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
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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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