Digital Marketing Report

Digital Marketing
Report

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Macro environment analysis........................................................................................................1
Micro Environment analysis........................................................................................................2
STP analysis.................................................................................................................................3
Critical analysation of digital marketing communication medium.............................................4
Reflection.....................................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is one of marketing which use internet as well as digital technology to
communicate message related to their product and service (Armstrong, Delia and Giardina,
2016). This digital marketing has large reach which helps an organisation to communicate their
message to their customers. As in todays world every person is using digital technology which
helps to save time, efforts as well cost of company. This project report includes study of Dark
Woods Coffee which is based in UK. This company is established in 2013 by Lan Agnew.
Company is producing coffee ad also provide training and is providing good quality coffee bean.
They have also won various award for taste of their coffee. This project report includes micro
and macro marketing environment along with market segmentation. It also includes digital
communication medium and skilled development in this process.
MAIN BODY
Macro environment analysis
Macro environment analysis are those analysis which identify external factors that can
create negative impact on their business. There are various factors which can affect business of
Dark Wood coffee and these include political environmental technological, economic and legal
factors. These factors are as follows:
Political Factors: Political factors are those factors which include interference of government in
business. It includes factors like government stability, trade barrier and many more (Cawsey and
Rowley, 2016). Dark Wood Coffee conducting business related to sales of Coffee in UK.
Political environment of UK is table which provide them opportunity for expanding their
business. Government of UK also provide support to small or medium size business which also
helps them in expanding their business in UK. But at same time, this business is affected by trade
relationship of government. Coffee is produced in Asia, Africa, South America and trade relation
of UK with other country can create impact on business of Dark Wood Coffee.
Economic factors: Economic factors are those which is related to economic growth,
interest rate, inflation rate and many more. Any changes in economic create great impact of
performance of business. Changes in interest rate can affect product cost of business. There is
increase in income of people in UK which is due to reduce employment rate. This factor create
opportunity for business of Dark Wood Coffee as people will buy more coffee which is a
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