Digital Marketing Report for Dark Woods Coffee

This report covers macro and micro market environment analysis, potential market segments, and digital marketing communication mediums used by Dark Woods Coffee to develop business performance.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
ID:
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Contents
Table of Contents
Introduction...................................................................................................................3
An analysis of Dark Woods Coffee’s macro and micro market environment ..........3
Dark Woods Coffee’s potential market segments....................................................5
An explanation of the plan to target each segment through digital marketing
communications mediums .......................................................................................6
A reflection of the main skills that I have developed from this module....................9
Conclusion................................................................................................................9
References..................................................................................................................10
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Introduction
Digital marketing is the main component of marketing that uses internet and
online based websites and desktop such as computers, mobile phones, and other
digital media. This is important for an organization to understand what customers
wants and how they interacted with others. Whenever a company introduces new
products and services then it make the use of digital marketing for the purpose of
reaching their targeted customers (Shankar and et.al., 2021). The report is based on
Dark Woods Coffee's that uses marketing communication channel to share
information and developing organizational sales. This report is based on assessment
1 where design a portfolio and complete their work. The report covers micro and
macro environment analysis, potential market segments, and digital marketing
communication mediums that used to develop business performance.
An analysis of Dark Woods Coffee’s macro and micro market
environment
Analysis of macro environment
PESTLE Analysis – This is a framework used by organization for the purpose
of analyzing external environment and maintaining business activities. This is
important for organization to analysis environment and come to know which factor
could affect business activities. A PESTLE analysis of Dark Woods Coffee is defined
below:
Political factor – This factor relates to government and legislation which are
formulated by government of different country and needs to follow for running a
business. In relation to UK, Dark Woods Coffee could be affect negatively due to
Brexit between UK and Europe that have withdrawn their business activities from
opposite country. Moreover, due to changing regulations it become difficult to
operate their business effectively (Bartosik-Purgat, 2019).
Economical factor – The economic factor encompasses to economy of any
country that directly impacts on business industry. Due to Covid-19 rate of inflation in
UK has been increased that affected the buying and selling activities of Dark Woods
Coffee as number of customers being reduced that might be create challenge to
operate their business.
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Social factor – The factors adds to social needs, buying behavior, culture
and attitude of customers that needs to follow by organization to run their business.
Due to Covid needs and buying behavior of people is changing continuous that
follows by Dark Woods Coffee and provides better taste and healthy food items that
attracts number of customers and develop organizational performance.
Technological factor – This factor related new technology and digital
communication which is used to reach targeted customers and increase
organizational sales. Dark Woods Coffee is attracting people with the help of
technological and digital communication channel such as you tube, websites, social
media and others that impacted positively and increase business sales (Rizaldi and
Hidayat, 2020).
Legal factor – To run and manage a business there is need to focus over
legislation and laws that supports a business effectively. In relation to Dark Woods
Coffee, management follows employment law, consumer protection, health and
safety, data protection and other laws that impacts positively on business and
organizational development (Soedarsono and et.al., 2020).
Environmental factor – This factor creates importance to grow a business
and continuing operations by following environment regulations. Dark Woods Coffee
could be impact positively as it focus on reducing carbon emission, following ethics
and participating in CSR activities that can help to grow a business and attain
competitive benefits.
Analysis of Micro environment
SWOT Analysis – This model is related to analyzing the internal environment
by explaining strength and weakness. This can help to manage the business
activities and attain higher performance. The SWOT analysis of Dark Woods Coffee
defined below:
Strength Weakness
 Dark Woods Coffee maintaining
sustainable farming.
 This offers different design and
taste of foods and beverages.
 The company is health
consciousness that offers safe
 Dark Woods Coffee mainly
dependent on its key input such
as coffee beans which is not
easily available.
 Company charges high prices that
restricts the middle class.
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and healthy coffee.
 Having strong financial
performance.
 Changes in government
regulations.
Opportunities Threats
 Dark Woods Coffee has an
opportunity to expand its supplier
network and diversify its sources
to grow business.
 To use effective digital
communication channel such as
e-mail, social media, You tube and
others to increase customer base.
 To expand its product base that
could target more customers.
 To share information and data
with the help of digital
communication.
 Rising prices of coffee beans
which has resulted supply chain
risk (Chomiak-Orsa and Liszczyk,
2020).
 The company faces intense
competition from local
coffeehouses and specialty stores.
 Changes in people culture and
taste that affected business
negatively.
Dark Woods Coffee’s potential market segments
Market segmentation is the practice of dividing target market in approachable
groups. This is important for each organization to have focus on market as well as
customer's nature that helps in operations and growing a business continuously.
Dark Woods Coffee is the food and beverages industry that offers range of foods
and types of coffee in UK. The organization wants to expand its business by using
digital platform and channel to communication that helps in organizational
development and productivity. The selected company has divided market into
different segment that are as explained below:
Demographics – This sorts a market by involving element such as age,
education, income, race, gender, and nationality. Dark Woods Coffee focused on
age and income level of segment. It offers products for people between age of 10 to
50 years old at reasonable cost.
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Geographic – This creates different target customer groups bases on
geographical boundaries. Dark Woods Coffee segmented their market into UK that
supported their business to grow continuously. The management of selected
organization make the use of digital marketing to expand its business in other market
or geography that can help to operate a business effectively (NORADEE and
Sirisuthikul, 2021).
Behavior segment – This segment divides market by behaviors and decision
making patterns like as purchase, lifestyle, consumption and usage. Dark Woods
Coffee consider lifestyle of targeted customers and offer kind of products as well as
services that supports to organizational development and productivity.
An explanation of the plan to target each segment through digital marketing
communications mediums
Executive summary – Dark Woods Coffee is designed to offer different taste
and types of coffee along with food to their potential customers. The management
has designed a plan to target geography, demography, and behavioral segment via
using digital communication medium that supports to develop a business.
Vision and mission statement – “To attract and increase customer base by
using digital communication channel”
Objectives: The SMART objectives of Dark Woods Coffee is defined below:
 To influence and attracts number of customers via digital communication
within 2023.
 To increase sales by 60% within 2023.
 To attain high market share by targeting each segment.
Situational analysis – To develop a digital marketing plan there is need to
carry out internal and external environment that supports to operations and business
activities in different market. By conducting SW OT analysis of Dark Woods Coffee
strength and weakness are highlighted below:
 Strength: Dark Woods Coffee is running its business by offering good quality
and taste of coffee. This mainly focus on consumer needs and put efforts to
satisfy them. Digital communication channel such as e-mail, social media,
twitter, and websites are used to share information about particular products
and services.
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 Weakness: The major concern for Dark Woods Coffee is beans and supply
chain activities that affects business negatively. Moreover, having local
competitors in local market resulted lower sales and less customer base.
Marketing strategy – The selected organization wants to expand its business
into new market by attracting number of customers so that it formulates different
strategies to reach their targeted customers that has explained below:
Content strategy – This is a type of digital communication planning which
needs to create, distributing, and managing content that attracts users and maintain
position in market. Dark Woods Coffee will use content strategy by creating attractive
content for their products and services that can help to increase organizational sales
and productivity (Borysiak, Brych and Brych, 2020).
Search Engine Optimization – This is used to give a higher rank to business
while searching which ultimately increases search engine traffic to the business's
websites that can helps to grow a business by increasing customer base. Dark
Woods Coffee uses SEO as digital marketing strategy that can help to improve the
organizational sales and productivity.
E-mail marketing – This is still one of the most effective marketing
techniques using by companies in order to increase sales and providing value to
customers that develop organizational sales. The Dark Woods Coffee use E-mail
marketing to share information about particular products and services that can help
to operate a business and develop organizational sales. The management uses a
software for sending mails to their targeted customers and also states discount offer
that attracts people and increase customer base.
Social media – Now a days people does not have much time to visit stores
and share information through traditional method. Social media became an important
marketing strategy and planning to reach their targeted customers such as
Facebook, Twitter, and Instagram. Dark Woods Coffee should use social media to
targets people in large number that supports to develop organization and increase
performance.
Segmentation:
Market segment: The customers in relation to Dark Woods Coffee
segmented into demographic and behavior segment by offering better quality of
products and services in competitive environment.
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Targeting – The company will target 10 to 50 years age people and uses
digital communication channel.
Positioning – The company would maintain leading position in market by
offering quality of products.
Budget - This can be explained as financial analysis that is used by
organization to know availability of finance and arranging sources that can help to
operate a business effectively. Dark Woods Coffee is expanding its business by
using digital communication channel where a budget is formulated by management
explained below:
Particulars Amount (£)
Research & development 5000
Distribution 2000
Digital communication channel 10000
Offering products and services 15000
Total £ 22000
Monitoring and evaluation – This activity is important to evaluate and
monitor the marketing activities that used to develop organizational development.
The manager of Dark Woods Coffee will use KPI and balance scorecard tool to
evaluate and monitor their performance. This will help to attracts and increase
number of customers resulted increase to organizational sales (Kurfürst, 2019)
Control – The marketing management of Dark Woods Coffee will control over
their communication plan and activities that increases business productivity by
segmenting or targeting market.
An outline and critical evaluation of chosen digital marketing communications
mediums
After evaluating data critically it has interpreted that Dark Woods Coffee have
chosen digital marketing communication channel such as E-mail, content marketing,
social media, and SEO in order to inform people regarding products and services.
This can help to increase the organizational sales and productivity in specific market
(Sharma, and Sharma, 2021).
A reflection of the main skills that I have developed from this module
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From the module of digital marketing communication I have learned
communication, and marketing skills which is important to develop organizational
sales and profitability. I also developed collaboration and leadership skills that
provide me opportunity to grow a business and attain competitive benefits.
Conclusion
From the report it can be concluded that digital marketing is important aspects
which is used by companies to promote its products and services. Now a days
people are highly active on social media and other digital channel so it will be
opportunity for company to influence people by offering products and providing
information. The management needs to understand how customers could be
influenced via digital channel and how they satisfied to get products and services.
Dark Woods Coffee focused on demographic, and behavioral market by offering
better quality of products that helps to reach targeted customers and develop
organizational productivity.
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References
Shankar, V., and et.al., 2021. Digital marketing communication in global marketplaces: A
review of extant research, future directions, and potential approaches. International
Journal of Research in Marketing.
Bartosik-Purgat, M., 2019. Digital marketing communication from the perspective of
individual consumers: A cross-country comparison. Entrepreneurial Business and
Economics Review. 7(3). pp.205-220.
Soedarsono, D. K., and et.al., 2020. Managing Digital Marketing Communication of Coffee
Shop Using Instagram. International Journal of Interactive Mobile Technologies.
14(5).
Rizaldi, A. and Hidayat, H., 2020. Digital Marketing Communication Strategy. Jurnal
Entrepreneur dan Entrepreneurship. 9(2). pp.57-66.
Chomiak-Orsa, I. and Liszczyk, K., 2020. The importance of ICT in creating digital
marketing. Informatyka Ekonomiczna. Prace Naukowe Uniwersytetu
Ekonomicznego we Wrocławiu, (1 (55)).
NORADEE, W. and Sirisuthikul, V., 2021. DIGITAL MARKETING COMMUNICATION
AND CUSTOMER JOURNEY MODEL RELATING TO LOYALTY IN ONLINE
SHOPPING VIA ROBINSON WEBSITE.
Borysiak, O., Brych, V. and Brych, B., 2020. Digital marketing components of providing
information about energy service companies in the conditions of green energy
development.
Kurfürst, A. J., 2019. Investigating digital marketing capabilities in born-global
firms (Doctoral dissertation).
Sharma, A. K. and Sharma, S., 2021. A SURVEY ON DIGITAL
MARKETING. INTERNATIONAL JOURNAL. 6(1).
Shankar, V., and et.al., 2021.Bartosik-Purgat, M., 2019Soedarsono, D. K., and et.al.,
2020.Rizaldi, A. and Hidayat, H., 2020Chomiak-Orsa, I. and Liszczyk, K.,
2020.NORADEE, W. and Sirisuthikul, V., 2021.Borysiak, O., Brych, V. and Brych,
B., 2020.Kurfürst, A. J., 2019Sharma, A. K. and Sharma, S., 2021.
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