Digital Marketing Report

DIGITAL
MARKETING
REPORT
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 An analysis of Dark Woods Coffee’s macro and micro market environment.......................3
P2 Dark Woods Coffee’s potential market segments.................................................................4
P3 An explanation of the plan to target each segment through digital marketing
communications mediums ..........................................................................................................5
P4 An outline and critical evaluation of chosen digital marketing communications mediums . 6
P5 A reflection of the main skills that I have developed from this module................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digital marketing refers to online advertisement of on various channels like search
engine, website, social media, mail, etc. It is a tool which help organisations to analyse the
productivity of advertisement as the communication is fast and use automation to tract the result
(Chaffey, 2019). Dark woods coffee is the supplier of wholesale coffee roasters and beans which
was founded in 2013 and suited in West Yorkshire, Pennines. They supply to cafes, farm shops,
restaurants and hotels. They have won awards because of their best quality products. They are
the manufacturer of the coffee beans and roasters and supply it to the wholesalers. The report
includes analysing the external and internal factors of dark woods coffee, its potential and target
market segment through digital marketing communication, evaluation of digital marketing
communication.
MAIN BODY
P1 An analysis of Dark Woods Coffee’s macro and micro market environment
The human being is drinking coffee as a beverage for more than 500 years and it has
become their mainstay for everyday. It is difficult to think the loss of the coffee industry but
there are certain internal and external factors which affects the business of Dark woods coffee.
The SWOT and PESTEL analysis will help in identifying the factors which affects the business.
SWOT analysis
Strength-
 Dark woods coffee has contributed to the World Coffee Research and coffee plants
genetic and climate which is helping the organisation in taking decisions.
 They pay small farmers good amount for growing the crops and use the waste as fossil
fuel by roasting it.
Weakness-
 The small farmers are not willing to work for them because the chemicals use in
cultivating the coffee beans for Dark woods coffee is prone to diseases, pests and impacts
the climate.
Opportunity-
 There is a growing trend for green coffee sourcing and sustainability as it will help Dark
woods coffee to have the competitive advantage (Chaffey and Smith, 2017).
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