Digital Marketing Report for Dark Woods Coffee

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
1

References p
Conclusion p
References p
2

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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