Digital Marketing Report for Dark Woods Coffee

This report provides an analysis of Dark Woods Coffee's macro and micro market environment, potential market segments, and a plan to target each segment through digital marketing communication mediums.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Contents
Introduction p
An analysis of Dark Woods Coffee’s macro and micro market environment
p
Dark Woods Coffee’s potential market segments p
An explanation of the plan to target each segment through digital marketing
communications mediums p
An outline and critical evaluation of chosen digital marketing communications mediums
p
A reflection of the main skills that I have developed from this module
p
Conclusion p
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References p
Conclusion p
References p
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Introduction
Digital marketing is a basic component that is used by the business as in order to
utilize online and internet based technologies such as mobile phones, digital media platform
as in order to promote and advertise its product and services. It is usually defines as the basic
usage of social media, search engines, optimize channel and internet services by which
market and customer reach is getting enhanced (Bala and Verma, 2018). It is basically used
to encompasses marketing efforts and abilities as by leveraging digital channel such as email,
google search engines, website, own portals etc. by which strong connectivity with
prospective and current customers is enhanced. The following report is based on Dark Woods
Coffee's and they has wholesale coffee roaster and make supply of coffee in cafes, farm
shops, hotel and restaurants as well with having headquartered in UK. The report below
consist of macro and micro environment, potential market segment, plan to target each
segment with support of digital marketing communication medium and reflection of main
skills that is developed from module.
An analysis of Dark Woods Coffee’s macro and micro market environment
The macro market environment define different components that has direct impact
over the production process of business (Saura, Palos-Sanchez and Correia, 2019). It is
analyzed with support of PESTLE analysis and in this Dark Woods Coffee is a beverage that
is drink as from more than 500 years ago. It is always get loved by people and remains as a
preference of everyone. The macro environmental factor is as described below as:
Political: The Dark Woods Coffee has manage its trade relationship with others as it
is completely dependent on international trading. In this price tag of coffee plays vital role
while trading and it also ensure higher success of coffee industry. The world's biggest
producer of coffee are situated in South America, Africa and Asia whether the brink is more
famous in North America and Europe. It is favored aspect as it encourage certain growth and
development.
Economical: The growing economy of UK has induced certain platform at where
continuous growth is measured and in this more money is spend by consumer to consume
coffee. As after Brexit and COVID pandemic it has higher and direct impact over consumer
of food and beverage industries. After this income source of public is reduce as economy of
country falls down along with expenditure of public also get reduced that reduces profit share
of business.
Social: The public is more conscious about its health and wealth and as per various
studies it is acknowledged that coffee is unhealthy as it contain large amount of caffeine and
it is is major factor of reduction of coffee sale (Buchanan and et. al., 2018). Dark Woods
Coffee worked on to develop fair relation with farmer as they have trade coffee to them thus
market demand is increases on repetitive basis.
Technological: It is an aspect under which Dark Woods Coffee has worked on to
work as according to technological trend and in this they have implement genetic engineering
at there stores. It permit the producer to gain higher benefits in terms of profit and sales
enhancement. The usage of coffee machines is the biggest challenge that is used to advent
specific appliances as grinder, drip machines, espresso maker etc.
Legal: In this Dark Woods Coffee worked on by following various food standards
such as food and drink regulations under which transportation, brewed and stored is
processed.
Environmental: The Dark Woods Coffee has promote sustainable farming so that
emission of carbon is reduced and it also reduces the rate of deforestation. The consumption
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of pesticides, insecticides and water consumption is controlled to result in better cost to
consumer as while providing fresh and healthy beans of coffee.
In order to analysis micro environment aspect Dark Woods Coffee is looking forward
to measure its strength and weakness so that modified range of profit is achieved by business
in particular period of time (Rohm, Stefl and Saint Clair, 2019). It is also be used to measure
various aspect through which sustained benefit is addressed with perfection and timely
manner as well and it is as furthermore explained below as:
Strength: The Dark Woods Coffee has make a detailed analysis as while spending
particular time on developing USPs (Unique selling points) that curve out balanced profitable
trading (Chaffey, 2019). Dark Woods Coffee also consider various aspect through which
quality is getting enhanced and serve coffee at better location so that ability to attract more of
customer is increases.
Weaknesses: It is a biggest challenge that is required to manage by Dark Woods
Coffee as it is required that business has spend adequate amount for staff training and while
managing premise infrastructure and it take lot more cost. Thus it develop difficulty as
concern of financial stability so that profit margin and market share of business is reduced.
Opportunities: In order to enhance or grab market opportunities it is essential that
Dark Woods Coffee has enlarge its market accessibility in terms of geographical and demo-
graphical change. In this Dark Woods Coffee worked on to intensify range of targeted
audience as it is a major course of success and development.
Threat: The consciousness of people about to be healthy is the biggest threat for Dark
Woods Coffee. In addition to this change is price and fluctuation of economy is a threat and
induce drastic change within succeed of business.
Dark Woods Coffee’s potential market segments
Dark Woods Coffee has offered products to its customers with distinct flavors that
make their product cheaper as compared to commercial coffee bean. The company has
monitored overall process of roasting beans to customers with crow tree, snow stone, Good
morning shine, Arboretum Espresso etc. The potential market segment is a procedure under
which business has divide heterogeneous market into more homogeneous segment and it is
completely dependent on demographic, geographic, behavioral and psycho-graphic. The Dark
Woods Coffee has targeted adults as they are more addicted towards coffee consumption as
on daily basis (De Pelsmacker, Van Tilburg and Holthof, 2018). In this Dark Woods Coffee
uses demographic market and in this higher amount of profit is attained while maintaining
long term sustainability. In order to target that market high end market is involved under
which business has allowed to advanced the brand appearance with better accessibility. In
addition coffee shops/ carts segment/ drive thrus are the major prospect that is used by Dark
Woods Coffee in order to make attractive segment and also ensure that constant need and
demand of market is fulfilled with perfection.
An explanation of the plan to target each segment through digital marketing
communications mediums
The digital marketing communication is an online equivalent that is used to address
digital media channel as by employing with online and offline campaigns. It is processed
with the usage of certain tools and techniques such as display ads, pay-per-click
advertisement, affiliate marketing and search engine optimization and many other tools as
well. Dark Woods Coffee has uses this medium in order to improvise and enhance its
business expenditure along with its customer range at appropriate pricing. The digital
marketing communication medium is a component that is used by business in order to utilize
digital based technologies and its extension of non-internet channel has differentiate online
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and digital marketing. In this Dark Woods Coffee uses different digital marketing
communication medium and that is as addressed below along with its plan to target as:
Word-Press marketing: It is a platform of marketing that is used by Dark Woods
Coffee in order to develop and design certain website. In this business has worked with
different activities under which brand performance, its product and services has offered
within the marketplace (Deiss and Henneberry, 2020). It is the most effective and optimized
way to generate higher attraction by collecting better response from competitive marketplace.
It is used with support of mobile responsive theme in which business has track all its
operations in order to identify challenges and issues that is measure by customers. In this
picture site is optimized as in this Google also believe that speed of search increases the
market accessibility in ordinate mode. In addition it also build landing page and in this Dark
Woods Coffee has launch different pages that constraint required information that is needed
for customer's so as to get to know about offered services.
In this Dark Woods Coffee developed certain planning as it leverage premium model
and offer a demo and testing of new products and services. In this lot of feedback is collected
by which valuable change is addressed while making of documentation that directly plugins
to dashboard. Dark Woods Coffee has worked to connect with products that required specific
time and effort. In order to sure play or putting more of its efforts it is essential that
complexity and problem of customer's is reduced. For this, business develop portal and
provide individual password login and subscription model that boost level of transparency
within offered services.
Online advertisement: It is a platform that is used to enhance technical advancement
as with the support of balance level of alteration is implemented with support of certain
channel. In this clear and transparent information is flawed so that rate of attraction of
targeted customer is increases (Hanlon, 2019). It enhance customer awareness as in this
Dark Woods Coffee worked on to achieve sustained success as while playing various roles
and responsibilities in effective mode. It also used to promote paid search as while pay-per-
click method of advertisement. In basically consist of certain terms and condition that aid to
transfer fair services in marketplace.
In this Dark Woods Coffee design a plan in which data of customer's is segmented as
per their interest and viability. As while targeting customer's it is required that clear
information and data is transferred that reduces wastage and aid to maintain eyeball on
attraction of potential customer's.
SEO: The search engine optimization is a process in which heavy trafficking is
managed as with the relation to ranking basis. It is used to make the business on top by which
credibility of business is enhanced with certain modification. In this visibility and ranking is
developed by which higher position is attained by Dark Woods Coffee while endeavors all its
success. Web traffic is managed to attain particular objectives so that balanced level of
improvement is addressed on repetitive basis (Oktaviani and Rustandi, 2018).
For this, Dark Woods Coffee develop certain plan by assessing the rate of search-
friendly the site is and in this visibility is increases with continuous basis. It is the most
generic and organic basis under which effective understanding of marketplace is developed
with suitability.
An outline and critical evaluation of chosen digital marketing communications mediums
In this Dark Woods Coffee has uses SEO as digital marketing communication
medium as in this effective utilization of resources is managed and controlled. In support of
this medium Dark Woods Coffee make efficient usage of various strategies by which
required and essential information is transferred with certain balanced (Herhausen and et. al.,
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2020). It is a technical marketing prospect that bought wireless stage and involvement. It is
used to put more efforts in order to hype profit and sales in sustained basis.
A reflection of the main skills that I have developed from this module
In order to enhance certain skills set that is used in digital marketing communication
is as strong intellectual and communication skills by which clear and balanced level of
transparency is achieved with perfection (Kingsnorth, 2019.). In addition the usage of
technical skills and abilities is required by which technological advancement is induced with
certain impulsiveness. It assist to make effectual understanding about requirement and
advancement that is processed with the usage of suitable strategy so that productiveness is
enhanced on continuous basis. Persuasiveness is also be an ability that is required to induce
by which balanced level of achievement of induced with perfection or at timely basis.
Conclusion
It has been concluded from above report that digital marketing is being used by the
business in order to enlarge and intensify the market coverage and range so that productive
amount of changes is addressed within timely manner. In this business has analyze both
macro and micro analysis in order to manage and operate various functions so that productive
amount of changes is addressed within productivity development. In addition to this potential
market has been segmented in order to enhance market share and its potential. Furthermore,
digital marketing communication medium is measured along with the reflection of main skills
that is achieved as per the completion of module.
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References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
Buchanan, L. and et. al., 2018. The effects of digital marketing of unhealthy commodities on
young people: a systematic review. Nutrients. 10(2). p.148.
Chaffey, D., 2019. Digital marketing. Pearson UK.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management.
72. pp.47-55.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Herhausen, D. and et. al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Oktaviani, F. and Rustandi, D., 2018. Implementasi Digital Marketing dalam Membangun
Brand Awareness. PRofesi Humas. 3(1). pp.1-20.
Rohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education. 41(1). pp.47-
59.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based
on the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp.
86-103). IGI Global.
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