Digital Marketing Report for Dark Woods Coffee

This report analyzes the macro and micro market environment of Dark Woods Coffee, potential market segments, and outlines a plan to target each segment through digital marketing communications mediums. It also includes a critical evaluation of chosen digital marketing communications mediums and a reflection of the main skills developed from this module.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
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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 ofthe 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
References p
Conclusion p
References p
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Introduction
The process of digital marketing is the technique of engaging the consumers and also
prospect with the company which consists of all the communication of marketing in
accordance to coordinate as well as collaborate and also provide assistance to the consumer
on their buying culture (Bogueva, Marinova, and Bryant, 2022). The word marketing means
to the combination of several practices which are carried out by the commercial businesses in
accordance to persuade the people in order to purchase their goods as well as services. In
addition to it digital marketing means to the several practices of marketing which utilizes the
several channels of the digital media. The following report is based on the organization dark
wood coffee which was founded in the year 2013 in the United Kingdom. This report states
that a worker working as the wholesaler in the specific organization offering variety of the
coffee to several coffee shops, cafes restaurants and other commercial businesses dealing in
similar to this. The main aim of making this report is to evaluate the weakness as well as
strength of the several communication of marketing components which are developed as well
as to reflect the skills and capabilities which are gained at the time of the research of this
project.
An analysis of Dark Woods Coffee’s macro and micro market
environment
Coffee is known to be one of the popular beverage among the several people around the
world. In addition to it coffee flavor is basically determined with the help of the beans of
coffee. The respective organization dark wood coffee is based on United Kingdom and it is
the coffee bean wholesaler organization (Cable, and et.al., 2022). The following framework is
described below in brief.
 Political Factor- This factor involves policies of the government which the
companies requires to follow and such policies that influence the operations of the
business. Political stability, trade policy end taxation policy are all the companies in
this factor. The sector of the coffee basically depends on international trade show
the final price of the beverages basically determine by violation of the trade
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agreements among all the parties which are manufacturing and other one is buying
that affects the sales of the respective organization.
 Economic Factor- Inflation rate, rate of exchange as well as rate of interest all have
the major influence on the profitability as well as operations of the organization for
the long period of time. Enhanced buying power had a major influence on the
spending power of the consumer as consumers prefer drinking tea and coffee more.
So in context to the organization dark wood coffee management can produce top
quality coffee beans which can assist them in enhanced sales revenue and because of
inflation rates of the coffee enhances that minimizes the buying power of the people
and it can lead to lower sales as well (Daum, and et.al., 2022).
 Social Factor- In today’s dynamic world the market of the organization evaluates the
requirements of their consumers and they basically take it into the consideration in
which few factors are level of education, cultural trends, shifting of behaviour and
many more. Currently the people are becoming more and more conscious towards
their health which leads them to take in several healthier choices which which is the
reason for their more spending off money. As coffee contains lot of caffeine in it that
assist the people in any more energy as well as prevent sleep.
 Technological factor- This factor of the respective framework involves several
automation, adaptation of the latest tech in the operations as well as minimising the
manual operation with the assistance of the technology. In respect to the organization
dark wood coffee management basically utilizing genetically researched coffee which
are at the level of biological stage in order to increase the farming yield, quality as
well as taste of the coffee but also with the help of several technology organization is
focusing on enhances storage stability as well as supply chain management effectively
and efficiently (Dirik, 2022). This also supports the organization in order to enhance
their sales revenue and in order to facilitate the consumption of the coffee
management of dark wood coffee focused in employ the devices of caffeine which are
drip machines as well as coffee grinders.
 Legal Factor- The company needs to be more conscious of dynamic policies as well
as laws which are imposed by the government and which have the major influence on
the operations of the organization for the long period of time in the market area. The
management of the organization dark wood coffee need to focus on following all the
safety as well as Food Standards which are imposed by the legal authorities that our
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food and beverages department of the United Kingdom for their smooth operations for
the long period of time and if company fails to obey the policies and laws then it can
lead to the company encountering several legal consequences.
 Environmental factor- Waste disposals, recycling of reusable products, climate
change and other elements which have the major influence on the atmosphere are
belong to this factor. In context to the organization dark with coffee management
focus on minimising the UN sustainable practices of the culture that can lead to the
loss of appetite another several variables which are utilization of fertiliser village
pesticides in its agriculture practices that have the major effect on the agricultural
products negatively (Goikoetxea-Gonzalez, Casado-Mansilla, and López-de-Ipiña,
2022).
Dark Woods Coffee’s potential market segments
Management of the dark wood coffee well more focused to target the consumers in several
fast food ventures, restaurant’s, coffee house as well as cafes. The segmentation of the
consumers of the respective Organism dark wood coffee supports the consumers in buying as
well as selling the coffee (Vasiliev, 2022). Cafes as well as several chains of restaurant can
buy the coffee product as well as espresso in accordance to satisfy the needs of their current
customer base. Geographic, psychographic, behavioral as well as demographic criteria are
utilised in order to segment the specific consumer ways of the organization in which the
management targets both men as well as women that prefer to drink coffee our belongs to it.
It is achieved that the people among the age of 18 to 45 are actually preferred to drink more
coffee. Whereas consumers that are of age between 45 to 60 basically prefer to consume
more express as well as premium coffee that contains low amount of caffeine in it. With the
recent stats around 40% of the people basically preferred to drink coffee which is without
sugar or simply it is the black coffee whereas more than 50% preferred to drink coffee which
includes sugar as well as milk in it. In addition to it the consumers areas eateries, restaurants,
café, coffee houses and many more are the major focus of the respective organization in order
to target their consumer base. These areas are all the places where the consumer preferred to
drink coffee because they have regular requirement off the coffee beans (Miao, and et.al.,
2022). It offers top quality product of the coffee as well as consumers currently basically take
the decision of buying which are totally based on quality and cost and assist the consumers
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which are of upper class or the middle class. Moreover to this the positioning technique of the
organization for the tapping out the most valuable consumers evaluates how the coffee item is
placed as well as position in the market which can lead to their enhance sales for the long
period of time.
An explanation ofthe plan to target each segment through digital
marketing communications mediums
Main method of connecting the several people with the assistance of the several online
portals is known to be the digital communication process. There are several methods for the
communicating of the messages of the respective organization dark wood coffee in order to
target their specific consumer ways in the market area is described below.
Online advertising- This is the compensated means of the communication in which investor
which is guided at the collective level rather than of individual and it assist in gaining more
and more attention towards the product as well as of brand. This also assist in the attainment
of the large base of the consumers as well as it will lead to enhance profitability of the
respective organization dark wood coffee (Narayanaswamy, and Heiens, 2022). In addition
to it it will also assist the organization in enhancing their traffic and audience towards their
website.
Email marketing- Email marketing refers to the aim which is to gather specific generation of
the lead as well as send various advertising as well as promotional content to their targeted
consumer base. It permits the organization and also assist the company in increasing the rate
of conversion as because the organization basically targets the people that are already
concentrated in the brand which is dark wood coffee (Szerb, and et.al., 2022).
In accordance to effectually as well as efficiently sell the goods to the consumers the
organization requires to outline in accordance to make the plan of marketing that involves
pros as well as cons of the operations of the business. After the segmentation as well as
design of the product management need to focus on meeting the needs of their consumers in
order to promote the product as well as reaching the consumers effectively. And the company
can also implement several methods of communication that can assist them in enhancing their
consumer base for the long period of time (Paintsil, and Kim 2022).
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An outline and critical evaluation of chosen digital marketing
communications mediums
The various marketing resource of the organization are there as well as appropriately utilised
in order to promote the brand as well as this product which is the good coffee beans. The
respective organization focus in selling and supplying the coffee beans to the several
restaurant as well as places where the coffee beans can be sold. In addition to eat the
management of the dark coffee can also implement several strategies off online advertising as
well as they can also utilise it as the effectual medium of communication in order to
communicate the concept or even the promote the item to the several number of the
consumers in the market area (Saleh,and Susanto, 2022). It has its own benefits of enhancing
the sales value as well as attaining of more consumer ways by disseminating several methods
of advertising regarding the goods. Consumers are suitably integrated as well as information
established to them whereas one of the main disadvantage is that the promotion of the
product of the organization is very costly as well as it can give the outcome in one way
communication.
A reflection of the main skills that I have developed from this
module
I have attain several capabilities as well as skills from the respective report which has assisted
me with my professional as well as personal growth and I am also more aware about the
products of the organization. This report has taught me as well as communicated me in how
to operate more efficiently as well as effectively and also by validating all the studies as well
as friends and making the connection logically among the ideas I have enhanced my skills of
critical thinking as well as it has also assisted me in solving several problems which occurred
in the completion of the project (Šepel’ová, Calhoun, and Straffhauser-Linzatti, 2022). This
capability can also be implemented in any condition which involves analysis as well as
planning and in accordance to think appropriately the capability to examine and evaluate if
actually can assist me to improve my interaction as well as communication skills and also
skills of Publix speaking.
Conclusion
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From the above report it has been concluded that functions of the commercial business are
basically influenced by external as well as internal elements of its environment and these
elements can be evaluated by applying several theories as well as framework in it which can
assist in examining it and overcoming the potential threat as well as weakness for the long
period of time and also grabbing all the potential opportunities. Buy violating the micro as
well as macro environment of the business organization can prepare itself for making several
strategies which can assist them in increasing their sales as well as profitability. In addition to
it the organization can also focus in segmenting its consumer base with the assistance of
several frameworks.
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References
Bogueva, D., Marinova, D. and Bryant, C., 2022. Meat Me Halfway: Sydney Meat-Loving
Men’s Restaurant Experience with Alternative Plant-Based
Proteins. Sustainability, 14(3), p.1290.
Cable, J., and et.al., 2022. Innovative vaccine approaches—a Keystone Symposia
report. Annals of the New York Academy of Sciences.
Daum, T., and et.al., 2022. Connected cows and cyber chickens? Stocktaking and case
studies of digital livestock tools in Kenya and India. Agricultural Systems, 196,
p.103353.
Dirik, D., 2022. Industry 4.0 and the New World of Work. In Industry 4.0 and Global
Businesses. Emerald Publishing Limited.
Goikoetxea-Gonzalez, J., Casado-Mansilla, D. and López-de-Ipiña, D., 2022. The Role of IoT
Devices in Sustainable Car Expenses in the Context of the Intelligent Mobility: A
Comparative Approach. Applied Sciences, 12(3), p.1080.
Miao, M., and et.al., 2022. Brand equity effects on financial performance in Japanese
fashion market: applying complexity theory via fsQCA. Journal of Global Fashion
Marketing, 13(1), pp.30-43.
Narayanaswamy, R. and Heiens, R.A., 2022. Finding the optimal social media marketing mix
to drive customer attraction and sales performance: an exploratory
study. International Journal of Electronic Marketing and Retailing, 13(1), pp.65-82.
Paintsil, A. and Kim, H.S., 2022. Sharing personal experiences and online consumer
engagement: A case study of Glossier. Journal of Global Fashion Marketing, 13(1),
pp.1-15.
Saleh, N.H.M. and Susanto, H., 2022. Developing an E-Commerce Strategy for Success in
Brunei. In Handbook of Research on Big Data, Green Growth, and Technology
Disruption in Asian Companies and Societies (pp. 319-340). IGI Global.
Šepel’ová, L., Calhoun, J.R. and Straffhauser-Linzatti, M., 2022. Sustainability Drives of the
Sharing Economy. In Developments in Information & Knowledge Management for
Business Applications (pp. 139-154). Springer, Cham.
Szerb, L., and et.al., 2022. Improving the Digital Platform Economy: Policy Suggestions.
In The Digital Platform Economy Index 2020 (pp. 31-47). Springer, Cham.
Vasiliev, D., 2022. The Role of e-Commerce in Organic Farming in Latvia. In Proceedings of
Sixth International Congress on Information and Communication Technology (pp.
805-811). Springer, Singapore.
(Bogueva, Marinova, and Bryant, 2022)
(Cable, and et.al., 2022)
(Daum, and et.al., 2022)
(Dirik, 2022)
(Goikoetxea-Gonzalez, Casado-Mansilla, and López-de-Ipiña, 2022)
(Miao, and et.al., 2022)
(Narayanaswamy, and Heiens, 2022)
(Paintsil, and Kim 2022)
(Saleh,and Susanto, 2022)
(Šepel’ová, Calhoun, and Straffhauser-Linzatti, 2022)
(Szerb, and et.al., 2022)
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(Vasiliev, 2022)
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